Target reaches finals of CIPR awards

Target Public Relations in Cheltenham has been shortlisted for a prestigious award.

The company is a finalist in the Corporate and Business Communications category of the West of England PRide Awards, for campaigns which built awareness, enhanced company reputation or generated business.

Target’s work for ADEY Professional Heating Solutions in Cheltenham, led by Account Director Rachel Meagher, achieved all three.

ADEY asked Target to help it maintain its position as the top manufacturer of magnetic filtration products in the UK central heating sector, and to help beat its sales targets for the MagnaClean product range.

In the first six months following its appointment as ADEY’s press office in September 2010, Target achieved 53 articles about the company in 12 leading publications and more than tripled the client’s return on investment.

At the same time, new contract sales of the MagnaClean range grew by more than 20 per cent in 2010-11. ADEY’S RapidFlush filter smashed sales targets by 500 per cent, and sales of ADEY’s industrial filters doubled.

ADEY’s Marketing Director Haimish Mead said it could not have happened without Target. “Without doubt, Target PR has been the best marketing appointment we’ve made. The company has delivered what can only be described as an exceptional level of communications support, enhancing ADEY’s status as No.1 in the market.

“The Target team got inside the business. They understand our products, our sector and exactly what we’re trying to achieve.

“They don’t have to be asked – they’re pro-active and come up with intelligent and relevant ideas that help keep us well ahead of our competitors.”

Chief Executive of Target, Sarah Bryars, said working with ADEY is a pleasure. “Working with such an innovative, market leading business is brilliant. We are made to feel like we’re part of their team, which is very motivating.

“These awards are a showcase for the best in our industry. To be judged so favourably by our peers is high praise.”

Target is based in Painswick Road, Cheltenham, and has 10 staff.

The awards scheme is run by the Chartered Institute of Public Relations. The winners will be announced at a dinner in Bristol on 21 October.

The regional finalists go forward to the national finals to be held next spring.

Beating sales targets by 500%

When British manufacturer ADEY Professional Heating Solutions appointed Target in 2010, they already understood the potential impact that public relations could have on their business growth.

This faith in PR was rewarded when the sales of a new product, launched primarily through Target’s PR activity, rocketed beyond its original sales target by 500%.

Haimish Mead, ADEY’s Marketing Director, is clear that Target’s involvement has been central to this success. “UK installers have been quick to grasp the benefits of the MagnaCleanse® RapidFlush Filter, a product we launched last September at an industry trade show.

“While we have a comprehensive marketing strategy in place, we believe that education and evidence are the most persuasive factors when introducing products to customers, particularly within a technology that is still relatively young. And it’s the level and quality of press coverage Target secures that allows us to talk in real depth to our customers, through well written, interesting features.

“The credibility that comes from editorial in a well-read publication works on a number of levels, not least that our sales team gets a great reaction from taking articles to show prospective customers.

“Our key customers are installers and heating engineers, but we also have some important messages to deliver to housing associations and local authorities keen to reduce their maintenance costs while meeting environmental targets to reduce carbon emissions. Target’s PR expertise allows us to confidently engage with each of those audiences in a meaningful way, and I have no doubt that that translates into sales.”