Overview
Collett & Sons, one of Europe’s leading heavy haulage companies, invested in a new vehicle and complementary equipment for a major renewable energy client. I created and executed a full marketing campaign to showcase this investment, while navigating the challenge of not disclosing confidential project details.
The objective
The objective was to position Collett as an innovative, future-ready logistics partner while generating new leads in the renewable energy and transformer manufacturing sectors.
My approach
I developed a multi-phase content and PR strategy:
Phase 1: Internal Launch Created internal briefings and teaser materials. Collected visuals through on-site photography using DSLR, GoPro, gimbal, and drone equipment. Prepared PR assets.
Phase 2: Public Launch Published a series of website blogs covering the purchase, delivery, assembly, and deployment of the equipment. Distributed press releases to power, heavy haulage, and renewables industry media. Launched targeted email campaigns via Mailchimp. Coordinated cross-promotional social media content with the vehicle manufacturer and client.
Phase 3: Engagement Created LinkedIn storytelling posts focused on innovation, efficiency, and customer benefits. Published a full case study upon project completion.
Phase 4: Measurement Tracked email open rates and CTR, monitored website traffic via GA4, analysed LinkedIn engagement and inbound enquiries, and gathered client feedback.
Results
- Covered by 4 leading power industry publications.
- Increased website traffic to the project news section.
- Generated qualified leads for similar renewable energy projects.
- Achieved high engagement and positive client feedback.
Tools used
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