TiTech
Proteus Case study: TiTech
TiTech is a leading manufacturer of optical sorting systems used in MRFs to separate recyclable materials from co-mingled waste. Scandinavian in origin and with a good reputation worldwide, the company was seeking to establish itself in the UK and had acquired its former distributor as a direct subsidiary in early 2007.
The Challenge
The communications strategy devised had three aims: to raise TiTech’s profile in the UK building on the company’s European reputation; to inform potential customers, including local authorities, waste management contractors and MRF design engineers, that direct support was now available in this country; and finally to establish the client’s offering as a ‘must-have’ product for Materials Recovery Facilities (MRFs).
Our Response
Our key role was to position TiTech as a world expert on MRF design who were bringing their expertise to what was a fledgling UK MRF market. With a limited initial budget, Proteus devised an intensive, focused period of activity to be implemented over a six month period in the lead up to, and following, the main trade event for the recycling sector. A series of key messages was agreed with the client and formed the basis of all PR outputs. A list of topics on which TiTech could comment was compiled, together with a Q&A document covering frequently asked questions to enable a swift response to opportunities for contributing comments on industry issues.
Key opportunities for communicating high level strategic messages about TiTech and its expertise were supported by case study illustrations of how the company was helping UK waste contractors to achieve their targets, together with regular news releases on acquisitions and appointments as opportunities arose.
Results
- Feature articles and press releases in core media prior to the trade show
- Briefings at the trade show generating further coverage
- Delivery of case studies to support media opportunities
- On the strength of this initial campaign, Proteus has retained the client and been asked to expand its support to the company’s activities in key European countries.
Jonathan Clarke, TiTech UK Managing Director, says: “TiTech had never used PR before and we weren’t sure what to expect, but the impact on our business has been significant. Proteus generated some superb media coverage, which directly boosted sales opportunities. A number of customers have referred to stories in the press as a reason for contacting TiTech.”