CML PR and content marketing

Background

Core Management Logistics (CML) is an end to end logistics provider working with major high street retail names including Marks & Spencer, Office Depot, Lulu Guinness and schoolwear supplier Banner. Due to changes in how people purchase goods, supply chain efficiency has become more important than ever and this has led to major growth within the sector.

As its existing marketing strategy lacked a consistent visual style and tone, and its key messaging was getting lost, we were tasked with raising awareness of the work that CML do, and helped develop marketing initiatives to assist with increasing sales leads.

Approach

To allow the entire team to understand the nature of CML as a business, and what made it successful, we undertook a thorough immersion period at the start. This allowed development of key client sectors including supply chain, logistics and retail. From this we were then able to build a strong identity for CML and adapt the tone of the messages that we’d be delivering.

As part of a multi-channel marketing campaign, our work covers everything from content creation to design work and advertising. We provide a focused approach to PR from writing press releases, pitching and developing feature submissions for target media, to developing tiered media lists. Developing tiered media lists allows us to better understand our target media and help streamline reporting on the value of coverage that we achieve. Much of this is corporate news, which helps to show the growth of the business.

Case studies are also critical to building credibility. As part of our work we have created a number of new case studies that allow CML to showcase the wide range of services they offer and the value created for their many high profile clients. By working closely with CML we redefined what was important about each account and included key stats to back them up, so that they could be used for press, sales literature and social media.

In order to ensure that our messages are seen by the right people, we also developed a number of blog articles about key topics within the sector. These articles are uploaded onto CML’s website and shared across its social media channels with simple graphics to help appeal to and engage with its audience.

Results

With a regular flow of press releases and journalist contact, awareness is steadily growing as CML expand their position in the logistics industry. This new awareness has seen a marked increase in coverage across both regional and trade press for CML.

The fresh content we’ve created for CML’s website has been picked up by a number of key media outlets and covered in its top tier media lists. The Retail Bulletin featured one of the articles we developed for CML as a thought leadership piece both in print and online, and asked us to produce a further two exclusive blogs for their website. As part of our overarching content strategy we also developed a targeted list of keywords, which has helped to drive more organic traffic to the website and increase CML’s search presence across major industry topics.

By overhauling the process of creating case studies, we’ve helped CML create exciting new content that truly showcases CML’s achievements. This content is also being used to help create more compelling proposals, and in presentations to help the company win new business.

Following the success of our early PR, content and design work, we were asked to continue our partnership by working together again to produce a new, improved website for CML.

“RKH have been instrumental in supporting and advising CML with their marketing initiatives. Since working with RKH, they have helped us to develop a new set of brand guidelines, which in turn has enabled us to create a whole host of new, exciting marketing material – including a new website. Without RKH none of this would have been possible in such a short period of time. The result has been a significant increase in our brand awareness within the e-commerce and retail logistics industry. In turn this has created new business leads and sales opportunities for CML and therefore generated a healthy return on our investment. Most importantly, RKH are always a pleasure to work with, they are flexible, knowledgeable and responsive, which has allowed us to develop a strong partnership with them.” - Kerry Delaney, Commercial Director at CML.