Highly-targeted PR for retail mobile app specialists
Native mobile app specialist Common Agency came to Scriba with a clearly defined brief – communicate with retailers about the power and potential of mobile technology.
This niche business wanted to become known as a trusted, authoritative voice in this space. The focus was the relevance and quality of coverage – not quantity – and the aspirations were high. The media ‘hit list’ included titles such as Direct Commerce, Internet Retailing, and Retail Technology, as well as respected regional names including Prolific North, The Yorkshire Post and The Business Desk.
We therefore immersed ourselves into the sector, drawing upon our existing tech knowledge to understand the pain points and opportunities for retailers, specifically in terms of mobile apps and other tech.
Quickly becoming a trusted extension of Common’s talented team was key to this project being a success. Coverage highlights included:
- Printed and online commentary on best-practice mobile apps with Internet Retailing
- 10 ways technology will further revolutionise retailing, exclusively for Insider Trends
- An online column focusing on ‘the second wave of mobile apps’, for Prolific North
- Industry reaction, on a range of titles including The Wise Marketer
- An entrepreneurial spotlight with regional title The Business Desk
In less than 12 months, Scriba generated 108 pieces of targeted coverage for Common – not to mention a guest speaking slot on BBC Radio 5 Live – which reached an audience of over 11 million. We also maintained a continued stream of relevant conversation on the website, in the form of 44 engaging and keyword-rich blog posts, which provided interesting collateral for managing director Simon Howship to communicate via social channels too.
Commenting on the PR support provided, Simon said:
Since first meeting Katie, I continue to be impressed by the enthusiasm and energy that the Scriba team deliver. They offer a refreshing and exciting perspective to PR, with a really proactive approach that is focussed on delivering results. As mobile software developers, we work in a highly technical industry but the Scriba team were unfazed and rose to the challenge of communicating our message.
Scriba’s founder Katie Mallinson added:
This is, personally, one of my favourite PR projects to date. The level of focus throughout the campaign was incredibly refreshing, the team had a tremendous level of knowledge to share and the briefs were of outstanding quality. We were therefore well equipped to write about everything from Apple Pay to wearables, and beacon technology to the multichannel shopping experience.