Family-run advanced composites firm Pentaxia had an ambitious growth plan, which needed a wide-ranging communications strategy to transform the market’s perception of its capabilities. Without an in-house marketing function, Pentaxia’s passionate team of senior engineers required support to develop a strategy and spottydog took a proactive role to share best practice, increase understanding of social channels and drive forward engaging creative concepts and story ideas.
Our solution was a ‘Transforming the future of composites’ theme. We prioritised trade and local media, LinkedIn and Twitter, and key events to give Pentaxia the platform to be an expert voice within the sector. Daily posting across Twitter and LinkedIn with original engaging content and regular outreach to target influencers and customers included staff stories to share ambition for growth and bespoke campaigns for International Women in Engineering Day, Pentaxia’s 9th birthday, National Apprentice Week and the Advanced Engineering Show. A highly targeted advertising campaign utilised the transformer icon.
In 12 months, we achieved 84 pieces of coverage in target press, plus 4 opinion-based features. Through social media, LinkedIn generated 2,529 clicks to the website, and an average engagement rate of 3.3%, while Twitter achieved an engagement rate of 1.5%, and 3,436 visits to Pentaxia’s profile. Pentaxia successfully moved to larger premises and the company is set to achieve 30-50% growth during 2018.