Case Study: Triplar

Client: Triplar

Work: B2B; offline media relations and corporate communications.

Duration: Ongoing

Date:  Spring 2010 onwards

Background: Triplar is an experienced independent retail display, shop fitting and commercial interiors specialist, which works with a range of multinational and national brands.

The company, which counts household names such as Nike, Dr Martens, Nokia, Levi’s and Lush amongst its clients, has more than 30 years of experience in the sector and employs more than 20 people at its Northamptonshire headquarters.

Triplar undertakes projects around the world for its established client base. The company continues to grow with a current annual turnover of £11 million.

Objectives: Triplar had several aims that began at a fundamental level. Initially the company wanted to spend time discovering its identity and voice, and understanding how it should communicate its skills, expertise and competitive advantage to prospective customers.

Once Tinderbox had helped re-establish the brand’s identity, the aims became more specific:

• To develop a new website that reflected the company’s standing, customers and projects
• To undertake a B2B public relations campaign highlighting specific projects and the company’s continued growth
• To harness the company’s connections to generate new business

Overall, Triplar wanted to be better known within the industry, and shake off the perception that it was a “best kept secret”.

What we did:

Tinderbox led a one-day workshop with Triplar to focus upon the company’s identity, its unique selling points and how these could be communicated to existing and prospective clients, as well as partners and suppliers.

The workshop generated several key “takeaways”, for Tinderbox and for Triplar executives. One of the most significant was that Triplar has always gained new business from contacts that have moved between companies, or via recommendations.

Tinderbox was keen to build upon these opportunities, as well as raising Triplar’s profile in other ways.

Our initial programme of PR activity focused on four areas:

• Developing a new website for Triplar that reflected the company’s team, services, client base and projects. Tinderbox specified and managed the development of a new website, as well as completing SEO copywriting and commissioning photography. Case studies and news items were also written and added for the site’s launch.

Built using a sophisticated Content Management System (CMS), a plan was set in place to gradually evolve and build its content – with regular additions of news articles and case studies, as well as the development of additional services and team pages.

• Trade and local B2B media relations, focusing on highlighting new projects, appointments and other significant developments within the company.

• The development of an email newsletter highlighting Triplar’s company news and sent to contacts, existing and prospective clients

• A separate programme to help the company make better use of LinkedIn. Tinderbox helped introduce the Triplar team to LinkedIn, assisting staff with their profiles and launching a company profile that fed through news from the company website. Tinderbox also provided staff with ongoing training, support and advice on how to maximise the networking and new business opportunities presented by the network.

Other initiatives included working with Triplar to develop printed and digital marketing materials, including the development of a number of presentations.

Results:

The new website received positive feedback from suppliers, partners, clients and staff.

Our media relations activity generated several notable pieces of coverage and generated new business interest.

The e-mail newsletter launched shortly after activity commenced – and generated new business the first time it was sent out! As a result of its continued success, the newsletter is now being increased in frequency, from quarterly to bi-monthly.

The presentations created and developed by Tinderbox have been successfully used by Triplar to secure business from new clients including international retail brands.