Establishing Wolseley Infrastructure as a thought leader among the trade
Learn how we helped Wolsely Infrastructure share their expertise with an audience of over 3 million.
Challenge
To raise awareness of Wolseley Infrastructure’s leading brands, Fusion Utilities and Burdens, to enhance their visibility among target customers, and to establish the brand as thought leaders.
Solution
We used our expertise as a B2B marketing agency to develop a comprehensive PR strategy focused on creating engaging story content for trade print, online platforms, and key B2B channels.
This approach effectively highlighted the unique sales propositions of both brands, ensuring that their distinct values resonate with target audiences.
To kick off our strategy, we conducted an in-depth analysis of the competitive landscape, which informed our creation of an editorial planner. This planner included carefully curated monthly themes that aligned with Wolseley’s existing marketing initiatives, brand activities, and pressing industry topics. By staying attuned to the market, we ensured that our messaging remained relevant and impactful.
Each month, we produced - and continue to produce - two engaging stories that capture the attention of their respective audiences. These stories take various forms, including bespoke magazine articles, press releases, and thought leadership pieces authored by key members of the Wolseley team.
This multifaceted approach not only enhances brand visibility but also positions both brands as authoritative voices within their sectors.
We carried out targeted LinkedIn training sessions, which equipped teams to enhance their engagement and activity on the platform too.
Impact
- Through a three-year consultancy partnership, we have been built a deep understanding of Wolseley’s goals, adapted strategies over time, and fostered long-term relationships with key stakeholders
- Our storytelling framework has resulted in an increased share of voice for both brands among trade audiences
- We have created deeper connections with key target customer groups through greater engagement on social channels
- On LinkedIn, Fusion Utilities has seen growth of 2,000 new followers,
- Burdens has increased by 5,000 followers. Central to this success was
- PR activity between January-September has seen:
- Reach of over 3 million
- 14 pieces of trade press coverage specifically for the new Horizon 29 site in Chesterfield
- The brand featured in prominent publications such as Builders Merchants Journal, Builders Merchants News, Plant & Civil Engineer, Derbyshire Times, Destination Chesterfield, and Building Design & Construction