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A Heavy Duty Performance

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‘Give us regular product exposure in the DIY, hardware, cycling and motorcycle press’ was the task we were set by the best known British name in lock making.

Client

Squire

Timescale

2007 to present

A Heavy Duty Performance

Previous agency results had been disappointing for Squire, the British name in lock making since 1780. That meant expectations were high when they appointed us to help support their global expansion. That was back in 2007.

Our brief was to build 'top of mind' awareness of the Squire brand in key market sectors - such as cycle and motorcycle - and to stimulate sales leads. The pressure was on to show immediate results.

Working alongside Squire’s CEO John Squire, our strategy has seen us build strong media partnerships with regular product news and product reviews in the nationals, consumer and trade media favourites - The Independent, The Times, Discovery Channel, Motorcycle News, Cycling Plus, Cycling Weekly, BikeBiz, London Cyclist, bikeradar.com, road.cc, VisorDown, Builders Merchants Journal, London Evening Standard, FMJ Facilities Management, DIY Week, The Locksmith Journal, Keyways, Professional Security, to name a few.

Influencer marketing has seen us establish relationships with market leading motorcycle insurers Bennetts with product reviews and promotions. And we’ve engaged with popular figures on social networks, resulting in great endorsements from the likes of Jason Bradbury on The Gadget Show.

We've capitalised on Squire’s attendance at major shows and events such as London Cycle Show, Master Locksmiths Association Expo, Motorcycle Live and internationally - all contributing to an avalanche of national trade and consumer coverage.

Always looking at the bigger picture, we've partnered Squire with legendary motorcycle adventurer Nick Sanders MBE. Nick is Squire's brand ambassador for motorcycle and cycle security, exposing the Squire brand to hundreds of thousands of followers on his extreme global adventures in his videos, blogs, social posts and books. 

More than that, we work as a close team with Squire, always on hand as their dedicated communications desk whenever they need us. Project managing their new website, advising on social media, video production, content creation, blogs, brochures, and working in partnership with suppliers and distributors. Always ensuring the brand's integrity is steadfast.

betterpr’s systematic approach has had a tremendous impact on establishing Squire’s products in the marketplace and re-establishing our brand name

John Squire, CEO, Squire

What people say about us

Despite your own considerable business commitments, you have constantly worked over and above your LEP remit to make sure the LEP has a professional and polished reputation.

Peter Pawsey, former executive chair, Worcestershire LEP

One of the coolest things about working with betterpr and being an ambassador for Squire is that they were brave and focused enough to back something we all think is rare and original, and then trust me to get on with it. 

Nick Sanders MBE

Essentia has had a long and fruitful business relationship with betterpr for more than 20 years. The partnership has been excellent and I would not hesitate to recommend betterpr’s services

Tom Cooke, regional director UK & Ireland, Essentia Protein Solutions

You (Juliet) have been one of the key founding members off the Worcestershire LEP during its formative phase and have singularly taking responsibility for the communications brief and established our communication strategy on a sound footing.  

Peter Pawsey, former executive chair, Worcestershire LEP

Essentia has had a long and fruitful business relationship with betterpr for more than 20 years. The partnership has been excellent and I would not hesitate to recommend betterpr’s services

Tom Cooke, regional director UK & Ireland, Essentia Protein Solutions

A team of dedicated professionals that go the extra mile to deliver a quality service.

Judges’ comments, Chartered Institute of Public Relations (CIPR)

The publicity has not only prompted huge support for our proposals, it has also helped demonstrate our successful partnership working arrangement. betterpr has brought inspired creativity to our photo shoots and events. We know we can rely on them, even given the shortest notice.

Sarah Middleton, chief executive, Black Country Consortium

The steady dialogue helps us to be visible, proactive and undoubtedly generates projects throughout the year. 

Tom Cooke, regional director UK & Ireland, Essentia Protein Solutions

All members of the Board and Business Board have been fully appreciative of your constant knowledge, wise advice and deft expertise, collective and individually.

Peter Pawsey, former executive chair, Worcestershire LEP

betterpr’s systematic approach has had a tremendous impact on establishing Squire’s products in the marketplace and re-establishing our brand name

John Squire, CEO, Squire

At very short notice, betterpr managed to achieve outstanding coverage for the partnership across the region. 

Sarah Fasey, regional development manager, Microsoft UK