The Client
George Davies Turf (GDT) has grown from a one-man-band to a multi-million-pound business, with exceptional customer service and a true dedication to sourcing and supplying high-quality turf. As the UK’s largest independent supplier of turf in Hertfordshire, Buckinghamshire, Bedfordshire and Northamptonshire they are proudly recognised as ‘The Landscaper’s Choice’.
Working with a variety of domestic and commercial customers including homeowners, landscapers, golf courses, architects, garden designers and the construction industry, they are forward-thinking and put people at the heart of everything they do. Their values, culture and vision are truly embedded by senior management across their dedicated team, and they are recognised by their customers for going above and beyond and building long-lasting relationships.
The Challenge
George Davies Turf first contacted Goldings Communications in July 2022 as they were looking for a trusted PR partner that could support them in increasing their brand awareness amongst key target audiences and highlight and celebrate their successes and excellent customer service. Their business birthday was the first project they needed to promote and it grew from there.
As a family business with a hands-on approach and incredibly loyal and long-standing employees, the team were looking for more than just a business transaction, they needed a real partnership with a company that would share the same values, be true collaborators and as passionate about achieving their goals and celebrating their success as they were.
They had a great starting point as an already reputable and trusted business, and masses of PR potential.
The Solution
21st business birthday
This was the starting project of our work with GDT and included media outreach and press releases around the business anniversary and backstory. It involved targeting local, regional and trade media and resulted in 10+ media mentions – considering GDT had never invested or properly embarked on PR, this was a fantastic first result.
Strategy
Following an in-depth discovery session, which included a SWOT analysis, product and service reviews, and audience and branding analysis, we then created a bespoke marketing strategy that covered all areas of the business.
Through detailed audience segmentation, we looked at the brand proposition and positioning which included creating a content plan to cover all customer contact points such as the website, social channels, emails, newsletters and blogs.
Media Outreach
We undertook an in-depth media outreach project which involved researching sector relevant and local/national publications. Using this insight, we compiled a spreadsheet of key journalist/editor contacts and made personal introductions to each one introducing George Davies Turf and offering thought leadership comment, regular articles and potential paid partnerships where appropriate. A media bio was also created for George to include in these conversations and for inclusion with any future PR opportunities.
Speaking & Events
To support GDT’s personal branding objectives, we made introductions to new stakeholders and secured speaking slots and stands for the team at key sector events such as Moulton School and Science College’s annual careers fair.
Storytelling
All existing landscaper case studies featured on the company website were updated to tell a story, highlight the products used and show the meaningful relationships that have been nurtured with customers. New interviews were conducted on a regular basis to further build up a portfolio of case studies which could be shared across a range of communication channels.
To shine a spotlight on GDT employees, we made recommendations for the inclusion of a staff profile section on the website and started interviewing their drivers to pull together personal, relatable case studies to highlight the different personalities, skills and hobbies that make up the GDT family.
Any Corporate and Social Responsibility (CSR) initiatives and charity support were also captured in the form of a blog, case study or press release and shared across their channels.
We carried out a review of their external communications and made recommendations for monthly e-shots and blog posts and created content for these on a regular basis. We also supported social media messaging ensuring good news stories were highlighted and relevant stakeholders were tagged and acknowledged where appropriate.
Awards
An award research and strategy project was undertaken to determine target award programmes for 2022/23 and subsequent award applications were written on behalf of GDT in the following award programmes: BizX, Bitish Association Landscaping Institute (BALI), Milton Keynes Business Achievement Awards (MKBAAs), Pro Landscaper’s Unsung Hero, SME Hertfordshire and Milton Keynes.
The Outcome
Through our PR and marketing outreach we have been able to gain significant high-profile coverage across local and national press (including sector specific publications), showcasing the company’s successes and highlighting their product portfolio and exceptional customer service.
We also facilitated and helped support sponsorship and partnership with British Association of Landscape Industries (BALI) and TEDx St Albans which complemented GDT’s plans to boost reputation and awareness in Hertfordshire.
We secured regular articles in high-profile trade publications including thought leadership pieces and targeted adverts, and built up relationships with key journalists, keeping GDT at the forefront of their mind for future comment during the process.
Our e-shot content has led to improved read and click-through rates, varied topics for customers and more opportunities to direct readers to different sections of the website.
We have created a standard format for all case studies and both the landscaper and driver interviews tell a story whilst highlighting the relationship with GDT and showcasing key projects, services and company values.
CSR initiatives and charity projects are now captured in a sensitive and respectful way to further support the GDT brand, and monthly reports are sent to the senior management team capturing all activity, ROI and plans for the month ahead.
100% of our award applications made it through to the finals and resulted in success for the following:
- MKBAAs Winner – ‘Customer Service’
- BALI Winner – ‘Supplier Exceptional Service award’
- SME Hertfordshire ‘Service Excellence’ (Gold)
- SME Milton Keynes ‘Service Excellence’ (Silver)
- Biz X awards Finalist
We have built up a truly collaborative partnership with George Davies Turf and their external suppliers and are treated as part of the team. We attend key strategy days and have regular catch-up calls acting as a trusted advisor for anything PR or marketing related. Our opinions and ideas are valued, and we are passionate about delivering their objectives.
“When you decide you need to employ a PR agency to promote the business it’s a huge leap of faith. You need to make sure they speak in your tone at all times, and not just spin everything out of proportion. Goldings Communications have done exactly that, they have listened, they have learnt, and they have become great, great friends along the way and are a massive part of our great GDT team of which I am immensely proud.
Thanks for everything Kim, Laura, Cassia and team”
George Davies, Managing Director
“I was a true sceptic regarding the value Goldings Communications could bring to GDT. I have since been proven very wrong, and am grateful that George partnered with such a great company. I would have nothing but positive things to say about their work, thank you guys.”
Dave Bradbury, Planning and Logistics Manager
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