St. Modwen is the UK’s leading regeneration specialist and has an impressive track record of managing the regeneration of brownfield sites across the UK. The company works with multiple partners to create sustainable mixed-use communities for people to live in and work.
Equinox was commissioned by the South West division, encompassing South Wales and the South West, to implement a strategic corporate communications campaign to raise its profile within the region.
The key objectives were to position St. Modwen as a leader in its field and an expert in regeneration, raise awareness amongst key stakeholders, and profile their partnership work and development of sustainable urban communities for the future.
Whilst St. Modwen classifies its South West Division as one region, Equinox’s experience of working on both sides of the Severn Estuary identified that the target audience, media and demographics of the South West and South Wales area differences led the agency to take a two-pronged approach.
Concentrating initially on establishing a profile for the company Equinox organised more than twenty media briefings with regional, trade and city journalists, which resulted in extensive media coverage.
To reinforce their profile Equinox drafted and submitted an entry to the Welsh Business Insider Awards, where St. Modwen won the Deal Maker of the Year category.
During the second year of our campaign we have adopted a pro-active approach to media relations where land acquisitions, funding announcements and securing new tenants on site have provided opportunities to create a steady drip feed of news stories to maintain regular media coverage and build brand profile. Case studies are used to highlight key success.
Equinox proactively pitches ideas to editors around topical issues affecting the marketplace and also responded to feature synopsis, securing regular interviews with media resulting in positioning St. Modwen as expert commentators especially in trade press including Property Week and Estates Gazette.
In the first eighteen months, a total of 135 pieces of coverage were generated across online and print media, with a further 28 articles in trade press titles.
There have been more than twenty broadcast media interviews secured too.