Woodfuel Wales is an initiative of the Welsh Timber Forum, which represents and promotes the wood fuel industry in Wales and The Marches.
Equinox Communications was commissioned in autumn 2011 to develop a communications campaign that would target woodland owners, professionals such as architects and developers and home owners to realise the benefits of making the switch to wood fuel.
Promoting the benefits of the cleaner, greener form of fuel, Equinox used media relations, marketing and social media to engage with these audiences whilst also positively promoting the overall brand to industry peers. The contract was agreed for a 12 month period.
Equinox worked with Woodfuel Wales to develop a suite of literature that provided landowners, professionals and consumers with a guide to using wood fuel. The literature required a fresh look and a refreshed logo was created.
To encourage people to contact Woodfuel Wales for a guide, Equinox delivered a PR campaign around the Six Nations Tournament, using Welsh rugby legend and wood fuel advocate, JPR Williams to call on Wales to use wood fuel to help back carbon reduction. A second campaign focused around the Green Deal initiative.
Using strong photography and case studies, Equinox secured wide-spread coverage in key dailies including Western Mail’s Welsh Homes, South Wales Argus and Daily Post.
Equinox also secured a sponsorship package (November 2011 – January 2012) as part of the main tactic launching the media relations campaign.
A series of editorial and advertorials were placed across the South Wales Echo, the Celtic titles and the Western Mail. Social media played a key part in the approach also with Twitter and Facebook accounts established for Woodfuel Wales. Equinox focused efforts mostly on Twitter as the best channel to communicate and engage in two-way communication with audiences.
Equinox helped raise awareness of Woodfuel Wales and engaged the initiative with its main audiences; consumers, professionals and woodland owners. The reach of all media relations activity exceeded 8.6 million.
The Go Green sponsorship reached an estimated 14.4 million via print media (based on a 600,000 weekly readership); 930,000 through online media. The total Opportunities to See (OTS) for the sponsorship equalled 15.3 million. Equinox secured 450 quality and relevant followers on Twitter for Woodfuel Wales.
Frankie Owen, Woodfuel Wales:
“Equinox provided a first rate service for the campaign period and went above and beyond to ensure that all those involved with Woodfuel Wales’ had their share of voice in the communications campaign.
Our suite of marketing collateral has been well received at events including the Royal Welsh Show and with members, who place the brochures at till points.
The media coverage in particular around the Green Deal was impressive, with coverage in all key target media identified secured”.