Midnight Communications was appointed to handle PR on behalf of trade vetting service Checkatrade.com, which sought to reaffirm its market position in the face of imitation competitors.
Utilising a range of PR tactics, Midnight implemented a nimble, creative campaign to place Checkatrade.com in the hearts and minds of consumers, as well as the tradespeople who form the firm’s paying membership.
The campaign generated approximately 650 editorial placements across print, online and broadcast media. These had a total potential audience numbering hundreds of millions and included hits in most of the national newspapers, all the leading home and lifestyle magazines, as well as top tier regional titles and women’s weeklies.
This unprecedented exposure helped Checkatrade.com multiply its turnover by almost five times, from £2.5m to in excess of £12m and grow its trade membership to nearly 18,000.
Later the brief was extended to raise the profile of Checkatrade.com boss Kevin Byrne, a leading entrepreneur and confident public speaker. Midnight responded by placing Kevin on a debating panel on BBC1’s The Big Questions and The Bottom Line, a show on BBC Radio 4 presented by Evan Davis.
Midnight also recommended a speaker campaign, securing a string of seminar opportunities for Kevin at high profile business and entrepreneurial events including a speech at Entrepreneurs, the leading annual conference for budding businesspeople, alongside former US President Bill Clinton who delivered the keynote. Kevin was also on a debating panel with leading broadcaster Julie Meyer discussing motivational and inspirational leadership techniques in business.
In addition, Midnight secured Kevin a judging spot on the judging panel for the Startups Awards, which recognise the UK’s most creative, innovative and ambitious new businesses and entrepreneurs, with Duncan Bannatyne and the enterprise editor of The Daily Telegraph.
Thanks to Midnight’s work, Kevin was also quoted in numerous other high profile media, including the entrepreneurial section of The Financial Times and featured in The Sunday Times’ ‘How I made it’ business section.