The specialist nature of Relay’s operations made it particularly important to target media in vertical markets where Relay’s specific expertise would be of interest. While the transport sector media was important, because it would be scanned by decision makers responsible for transport and logistics procurement across a range of sectors, media specific to targeted fields would potentially gain the attention of a range of influencers with an interest in the types of equipment that Relay would handle.
We produce the customer newsletter for Relay which describes many of the exciting projects the company undertakes for its customers. These were selected, repurposed and distributed to targeted media to complement the articles and case studies that we wrote and provided as targeted sector exclusives.
BBI Brandboost has handled the communications for Relay for many years, since before the online environment had gained the supremacy that it has today. This has brought a shift in strategies, focusing on case study material that we produce for the website newsroom and on the selected social media channels that will drive target audiences to that content.