Proptech PR: integrated communications campaign – IES

IES is a climate-tech company operating in the built environment sector. Its digital twin software helps enable building owners and estate managers to decarbonise single buildings, estates or entire towns and cities. The firm required an integrated communications Proptech PR campaign to showcase its digital twin technology, raise profile in key AEC sectors (architecture, engineering and construction), position company spokespeople as thought leaders on sustainability and innovation, drive visitors to the IES website and grow search visibility.

What we did

Those working in the built environment are at the forefront of wrestling with issues regarding sustainability. Therefore, we devised and delivered an integrated, multi-channel campaign to look at the role technology plays in delivering carbon neutral cities.

The centrepiece of the proptech PR campaign was a research-led, thought leadership report called City of Tomorrow, which investigated what leading built environment professionals feel about the current status of sustainability methods and targets, along with what they think are the emerging sustainability themes for the coming decade. We also looked at how these themes impact the built environment sector and the landscapes of our cities.

The campaign was launched in the immediate run up to COP26, a timely media hook, and the first-person research gave us data for four compelling press releases to deliver cut-through media coverage. The stories gained coverage in key property, development, architecture and estates management titles such as Estates Gazette, Open Access Government, Sustainability magazine, Energy Digital, Property Week, Construction News and Facilities Management Journal. It also achieved national coverage in titles such as Metro and regional titles such as The Herald.

The report also provided website backlinks and valuable material for the in-house marketing team, the DiscoverIES blog and owned social media channels, such as LinkedIn and Twitter.

To maxmise the campaign, we also teamed up with key trade title Building during its Net Zero Live series – part of its COP26 response. The publication hosted a virtual debate with key industry figureheads to discuss the findings of the research and this was then covered heavily within the publication. The findings of the roundtable were then used to achieve further thought leadership PR opportunities.

What we achieved

  • 53 pieces of coverage in a two-month period including key property, development, architecture and estates management titles. In addition to nationals such as Metro.
  • 50% included backlinks to the IES site
  • Average domain authority of 48
  • 34% growth in web visits compared to previous quarter
  • Coverage in key media title Building
  • Pre and post-event communications using LinkedIn lead generation tools helped generate numerous leads.

This Proptech PR campaign ran in parallel with other ongoing outputs including a hardworking B2B press office, newsjacking and reactive commentary and corporate profiling workstreams. All of which achieved vast amounts of coverage and links for the brand, helping to increase its brand awareness and search visibility.

To find out more about how we create impactful integrated B2B PR campaigns, please get in touch using our contact page, or call us direct on 0161 871 9140.

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