Beatson Clark

Overview

Beatson Clark is one of six glass packaging manufacturers in the UK, employing 320 people at its Rotherham plant. The company, which makes glass bottles and jars for the food, beverage and pharmaceutical sectors, appointed Shooting Star in October 2011 to help raise its profile in the national trade press and regional media, as well as online.

Objectives

We took over from an existing, long-standing PR partner so our initial aim was to provide a seamless transition from one agency to another. Beatson Clark focuses its PR activity on product news stories and topical comment in trade media (packaging, FMCG, food, drink and brewing).

Approach

We also helped Beatson Clark to establish a social media presence, setting up and managing Twitter, Facebook and LinkedIn accounts. Shooting Star initially focused on understanding the business and building on existing relationships with key journalists in the food, drink and packaging trade press. We work closely with Beatson Clark, developing story ideas, pitching and writing features, placing paid-for editorial and issuing news releases about the company’s activities. Shooting Star has created a Twitter presence for Beatson Clark and now manages the account. We also provide the editorial content for Glass Business, Beatson Clark’s regular newsletter for staff and customers.  

Results

  • We secured a visit from the editor of Packaging News to the Rotherham plant which resulted in a front-page presence in the leading trade publication
  • From January 2012 to December 2017 we’ve generated 1382 articles (20 articles per month on average)
  • We secured major editorial features in key trade media including Packaging News, Packaging Scotland, Retail Packaging, FMCG News and Packaging Gazette

PR is at the forefront of our marketing strategy and it is vital for us to work with an agency that understands our business and can be an extension to our team.  We have a great relationship with Shooting Star, who continually produce great results. Jez Ashberry is not only skilled in writing, but also offers new ideas for us to get the most from our coverage in the trade press and explore new ways of promoting the company

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