About client
Bidvest International Logistics (BIL) is a leading global transport and logistics company, with an international network of 250 offices in 120 countries. It is owned by the London Stock Exchange (LSE)-listed Bidvest Group, which is an international services, trading, and distribution group. Among others, this group London-based Bidvest Noonan and phs Group in Caerphilly, Wales.
About the project
Transform has been BIL’s retained PR agency since July 2018, with the chief mandate to build and uphold a high degree of brand awareness around what the business offers and does, in global business-to-business press but also to position the company as a thought-leader on critical issues surrounding how a potential client (and other stakeholders) would engage with the company.
The agency has, each year, set about developing a practical and useful PR strategy and tactical plan that spells out what the critical market issues are (relying on its own understanding of the logistics and supply chain industry as well as undertaking further research if needed), and how BIL can address them from a through-leadership perspective.
Rather than develop one-sided promotional-type stories, Transform researched and developed fuller composite-styled stories that quote several non-competitive sources alongside BIL to ensure that media receives content they could feasibly work with rather than relegate those stories to the advertising department.
Each plan spells out, in detail, publicity targets (pieces of coverage) per story, per month, which in turn are linked to a retainer cost structure of how the agency bills the client. There are no grey areas or questionable allocations of ‘hours’ for certain activities. The client knows exactly, per line item, where and what their spend is going and precisely what they will receive, publicity-wise, in return.
Results
Each year Transform has exceeded publicity targets, providing a 1:25 Return on Investment (ROI) for the client, which in turn has led BIL to renewing their yearly investment in PR and with the agency.
Over a four-year period, PR has reached a value of £1.736 million and 535 opportunities across a broad range of print, broadcast, and online trade/business news sites.
Key opportunities have included lead stories on The Loadstar, Global Compliance News, World Cargo News, Forwarder magazine, Supply Chain World, Business Fleet Africa, Fleetwatch, Sea News, and Warehousing Logistics International, among others.
Coverage
