Propack
Founded in 1995, Propack is a leading provider of technology-led print and direct mail solutions, creating innovative campaigns for its clients, producing in excess of 25 million mail packs per year from its 30,000 square foot bespoke site in Huddersfield, West Yorkshire.
Pieces of coverage
Reach
Increase in social media impressions
The Brief
Propack, a leading provider of technology-led print and direct mail solutions, tasked Faith with creating and activating a marketing and communications programme to raise brand awareness, position the firm as industry experts and convey the breadth of its offering. The programme aimed to secure positive coverage across local, regional and trade media, and ultimately increasing enquiries and sales for Propack.
Faith was also tasked with providing email marketing, social media and content SEO support, integrating these channels together to market Propack consistently to a wider audience, with a cohesive brand voice and message.
Approach
Faith adopted a multi-channel approach to deliver an engaging and cohesive integrated communications strategy, proactively pitching and drip-feeding stories to keep Propack on the media agenda as a fast-growing direct mail solutions provider. We worked to demonstrate Propack’s sector expertise by highlighting contract wins, award wins, company milestones and commentary on industry issues.
To ensure a regular drumbeat of activity through a proactive press office, Faith mined Propack for news and developments that could be issued to trade and specialist media. We monitored relevant forward feature lists and proactively researched for industry-relevant awards for Propack to highlight their achievements and best successes. Faith also liaised with Propack to produce award entries and design final submissions, which were clearly presented and effectively highlighted Propack’s key achievements and supporting evidence. Award wins were publicised in a timely manner to the relevant media, showcasing Propack’s innovative client work and web to print solutions on a wide scale.
We also worked to develop and manage Propack’s online reputation by delivering social media and digital marketing activity growing Propack’s social media presences, with a particular focus on LinkedIn. We developed a clear content calendar to ensure all key messages were communicated and created a regular drumbeat of informative and engaging content, including company news, testimonials, case studies and value-adding blogs that increased engagement. Valuable support was provided to Propack’s digital team in SEO ranking, especially through the provision of regular blogs and on-page SEO optimisation.
Another key area we provided for Propack was in its email marketing outreach, supporting with e-shots, e-newsletters, and A/B testing to improve reach and customer segmentation. Faith also supported Propack with its launch of Planet Bee Cards, an online personalised greetings card service, developing a range of launch campaign ideas and presenting Propack with various launch strategies, supported by PR and a digital push.
Results
Faith’s multi-channel approach delivered excellent results for Propack. Over a 12-month period since October 2021, Propack won 14 new clients, including Plan International UK, Leonard Cheshire and TUI, which increased its £9.6m turnover by 10%.
We created positive PR by securing coverage across local, regional and trade media, including key titles Yorkshire Post, UK Fundraising, Prolific North and Print Monthly, with a total coverage reach of 539,383 over a year period.
Propack won three awards thanks to Faith’s efforts at pushing the brands achievements for recognition. Digital Printer, one of the industry’s most highly prestigious celebrators of the excellence of the UK digital printing industry, awarded the Web-to-Print Award which recognised the work Propack did with Christians Against Poverty. Molly Turner, part of the new business development team at Propack, was also awarded a coveted Rising Star Award by The Printing Charity. The PrintWeek Innovation of the Year award was presented to Propack at the London ceremony by TV comedian, Russell Kane, for the team’s work on a build-your-own brochure solution for travel giant TUI. The award recognised how Propack’s solution revolutionised holiday brochures as a marketing tool, offering a highly personalised customer journey.
Propack’s online reputation was managed effectively, and its social media presence developed and grown across LinkedIn, Instagram, Facebook and Twitter, seeing a 579% rise in interactions and a 468% rise in website visits. Faith also supported Propack’s SEO to increase its online visibility with a 75.2% rise in impressions from the Google search results and a 57.7% increase in clicks from Google.
