The client

Established in 1911 and still family-owned, Ridgeons is the leading timber and builders' merchant in the East of England, serving a diverse range of sectors including property development, the public sector, farming, exports and DIY.

The brief

The Ridgeons Group was looking for proactive PR support to raise the profile of its 26 builders merchant branches. This includes its timber mill (Ridgeons Forest Products), newly developed Anglia Tool Centres and CRS wholesale department. Ridgeons also required support with copywriting and content development for social channel and email campaigns.

The challenge

As Ridgeons is a regional brand, bcs Agency has been brought in to help boost its presence in regional press titles as well as position Ridgeons as a voice of authority in trade and some consumer press titles, with the aim to increase footfall at the branches. With many key stakeholders within the organisation it was up to bcs Agency to proactively introduce themselves to branch managers, heads of regions and key departments to keep on top of company-wide news, from charity events and long service awards to product news and investment stories.

The solution

Appointed in February 2015, bcs Agency set to work defining Ridgeons’ core audiences and aligning its marketing plan with a PR strategy. With a focus on different products during each quarter, bcs Agency approached relevant titles to secure specific features and interviews for these business areas. In order to introduce the brand to new media titles as well as refresh relationships with existing contacts bcs Agency developed a Ridgeons media pack to send to target press titles which included details of each of its merchant branches, products and services as well as areas of expertise and news for relevant comment opportunities.

The results

The relationship between bcs Agency and Ridgeons is still in its infancy, however bcs Agency’s contacts and experience in the building and construction sector have led to the generation of almost 50 pieces over coverage in the first four months, with the circulation of over 540,000, a PR value of £71,643 – with much more coverage in the pipeline.

Working with the Ridgeons marketing team, bcs Agency has also delivered two bi-monthly customer newsletters and developed a 10 week timber-focussed email campaign.

Over the coming months bcs Agency will be working with Ridgeons to develop a social media strategy as well as continued PR activity.

What Ridgeons think.

“bcsAgency demonstrated not only their vast understanding and experience of the industry, but its vision of where Ridgeons should be positioned. Their guidance and expertise will be crucial to our growth and we are extremely confident in their capabilities to deliver results.”

Joe Douglas, Group Marketing Manager at Ridgeons