bcsAgency

PR FOR A PREMIUM PRODUCT

When JELD-WEN was looking to promote its premium timber product range to a broader audience, bcsAgency developed a PR campaign that placed JELD-WEN on prime-time TV, positioned the manufacturer as a ‘go-to’ industry expert and secured column inches, product placement, plus feature opportunities in consumer glossies and key trade press.

The brief

JELD-WEN, the UK’s leading supplier of timber windows and doors, was looking to ramp up its PR offering by promoting its premium product range to a broader audience.

bcsAgency was briefed to raise brand awareness amongst consumer, trade and corporate audiences whilst profiling JELD-WEN’s spokespeople as industry experts and positioning the business as an industry leader.

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The challenge

Within an aggressive marketplace and with a limited PR budget, JELD-WEN needed to stand apart from its competitors by promoting the merits of UK-manufactured timber windows and doors over other alternatives. Research showed that JELD-WEN was relatively unknown to retail customers, therefore equal PR weighting had to be given to windows and doors and there needed to be an even split between consumer and trade audiences.

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The solution

bcsAgency’s campaign focussed on promoting JELD-WEN as a leading UK manufacturer, communicating the advantages of timber windows and doors as a more sustainable, aesthetically pleasing and cost effective option for both trade professional and retail customers. JELD-WEN’s product managers were introduced as industry experts and were regularly featured within top-tier consumer and trade press, promoting JELD-WEN’s product range and offering voice of authority opportunities regarding industry changes and developments. As sector specialists, JELD-WEN’s spokespeople were positioned as the “go-to” experts and are now regularly approached to comment on regulatory changes within trade press – keeping JELD-WEN front of mind for specifiers, architects and trade professionals.

Consumer journalist meet and greet sessions provided an invaluable opportunity to introduce JELD-WEN and its product portfolio to key media – offering journalists an exclusive angle for their readers and allowing JELD-WEN to educate consumers on the merits of buying British and opting for timber windows and doors over market alternatives. More crucially, these sessions also kept JELD-WEN front of mind for product placement and feature opportunities, resulting in regular and consistent consumer coverage in key press. Fire safety, security and energy efficiency combined with aesthetic appeal were pitched as key consumer themes.

A Real Homes magazine competition drove traffic to JELD-WEN’s newly-launched website, achieving 15,000 entries and showcasing the brand’s premium product range.

JELD-WEN windows were pitched and selected for Channel 4’s Double Your House for Half Your Money, fronted by Sarah Beeny, which led to extensive regional, consumer and trade media opportunities via the Channel 4 website, social media and traditional media. JELD-WEN also provided fire doors for Sarah Beeny’s Rise Hall property, allowing for further promotional opportunities and boosting website visits.

A regular JELD-WEN column opportunity with leading trade title Professional Builder kept the business front of mind amongst trade professionals and reinforced the message of JELD-WEN as industry experts while further trade features discussing a range of topics, from security to sustainability, promoted JELD-WEN as a voice of authority within the construction sector. New product launch and appointment releases also kept the media’s news agenda up to date.

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The results

The campaign continues to go from strength-to strength. The first year of activity has generated 73 pieces of print and online coverage across regional, trade and consumer press. A raft of awards victories has firmly positioned JELD-WEN as an industry leader and blossoming relationships with key media has ensured that product placement opportunities are maximised while JELD-WEN’s spokespeople are the first port of call for expert opinion and voice of authority opportunities.

Hits to JELD-WEN’s website have also exceeded expectation. Sarah Beeny’s Scrapbook entry and broadcast coverage resulted in over 250 hits on the website and the number keeps growing. Online competitions and references in top-tier consumer and trade print media have also had a significant impact on sales enquiries with over 1000 site visits directly related to PR activity. The Professional Builder column opportunity generated in excess of 100 direct reader enquiries from trade professionals, while the Real Homes competition generated over 650 consumer contacts that could be used for future marketing opportunities.