Raising the alarm: landing 130+ media hits for a personal alarm provider

Taking Care are the largest private personal alarm provider in the UK, endorsed as a Which? Trusted Trader Approved Service, and are the first Approved Service for the installation and servicing of personal alarms in the UK.

Highlights

Pieces of online coverage

Increase in online revenue (40% above target)

+73%

Increase in users

The brief

Using Digital PR, media relations, broadcast media and newsjacking to enhance brand reputation and media profile of a telecare company.

TakingCare Personal Alarms came to us with the brief of wanting to be ‘made famous’ in the world of telecare. So, we worked with the AXA-backed company to position the brand as expert leaders in their field, through producing data reports, expert-lead newsjacking and careful spokesperson media relations.

Our key objectives:

Increase media presence of TakingCare in titles popular with our target customer
Position TakingCare as market-leader for industry news and opinion
Create linkable assets on the website to build SEO authority
Create content that the target audiences connects with
Increase the number of quality, relevant backlinks to the website
Increase online revenue by 40% YoY through a collaborative SEO and DPR approach

What we did

After performing in-depth analysis of TakingCare’s target customers and their online behaviours at different points of the buyers journey, we identified the topic areas that were most important to our target customers and the media outlets that would cover these topics.
This research informed our PR & media strategy, which combined Digital PR with traditional media relations and broadcast media management. Our strategy involved reactive and proactive newsjacking, data report creation and expert-lead content such as thought leadership placements.
Through our research and analysis we were able to create a PR calendar rich with media opportunities, from data reports on the best retirement towns for the elderly to reactive comments about the impact of the cost of living crisis on the elderly, to our heatwave deaths report that highlighted the impact global warming has on elderly people to commentary on the true cost of the care home crisis.
For each campaign, we conducted our own research and processed the data in a format that was easy-to-read for the general consumer. This data was highly informative and often backed by experts from the brand.

The results

20% increase in brand clicks and 30% increase in brand impressions
4,000 additional new users to one of our data reports
42% increase in direct traffic and new users
+2.58 increase in average positions for competitive personal alarm keywords
+5.32% increase in website visibility compared to competitors for target terms

73% increase in users visited the website between March-July 2022, with an increase in organic visits of 106% YoY
Online revenue increased by 60% YoY, 40% above target
125 pieces of online coverage gained through Digital PR activity
7 pieces of live broadcast coverage including Sky News Radio and Greatest Hits Radio
940 pieces of interview radio coverage on 316 local and regional stations with a potential reach of 2million

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