Case Studies Raising the alarm: landing 130+ media hits for a personal alarm provider

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Using Digital PR, media relations, broadcast media and newsjacking to enhance brand reputation and media profile of a telecare company.

TakingCare Personal Alarms came to us with the brief of wanting to be ‘made famous’ in the world of telecare. So, we worked with the AXA-backed company to position the brand as expert leaders in their field, through producing data reports, expert-lead newsjacking and careful spokesperson media relations.

Our key objectives:

Increase media presence of TakingCare in titles popular with our target customer
Position TakingCare as market-leader for industry news and opinion
Create linkable assets on the website to build SEO authority
Create content that the target audiences connects with
Increase the number of quality, relevant backlinks to the website
Increase online revenue by 40% YoY through a collaborative SEO and DPR approach

The results:

20% increase in brand clicks and 30% increase in brand impressions
4,000 additional new users to one of our data reports
42% increase in direct traffic and new users
+2.58 increase in average positions for competitive personal alarm keywords
+5.32% increase in website visibility compared to competitors for target terms
73% increase in users visited the website between March-July 2022, with an increase in organic visits of 106% YoY
Online revenue increased by 60% YoY, 40% above target
125 pieces of online coverage gained through Digital PR activity
7 pieces of live broadcast coverage including Sky News Radio and Greatest Hits Radio
940 pieces of interview radio coverage on 316 local and regional stations with a potential reach of 2million

125
Pieces of online coverage

+73%
Increase in users

60%
Increase in online revenue (40% above target)

Key services

Digital PR

Media relations

Newsjacking

Top coverage

The brief:

Establish the TakingCare Personal Alarms brand as an expert and authority within the market through Digital PR, data reports, media relations and expert commentary.

This included content creation around topics the target customer cares about, as well as developments within the telecare industry.

Content should aim to build brand awareness, highlight the health issues older people face at the more challenging times of the year, and reinforce the support TakingCare products provide.

What we did:

After performing in-depth analysis of TakingCare’s target customers and their online behaviours at different points of the buyers journey, we identified the topic areas that were most important to our target customers and the media outlets that would cover these topics.

This research informed our PR & media strategy, which combined Digital PR with traditional media relations and broadcast media management. Our strategy involved reactive and proactive newsjacking, data report creation and expert-lead content such as thought leadership placements.

Through our research and analysis we were able to create a PR calendar rich with media opportunities, from data reports on the best retirement towns for the elderly to reactive comments about the impact of the cost of living crisis on the elderly, to our heatwave deaths report that highlighted the impact global warming has on elderly people to commentary on the true cost of the care home crisis.

For each campaign, we conducted our own research and processed the data in a format that was easy-to-read for the general consumer. This data was highly informative and often backed by experts from the brand.

Why was it successful?

Throughout the year, we have launched a number of successful PR campaigns that have landed an enormous volume of coverage for TakingCare. Not only were these pieces in-keeping with the tone of the brand, but they were also highly informative and insightful, featuring original research.

A heavy amount of resource was apportioned to research and data collection, ensuring that TakingCare had access to interesting data and analysis that was attractive to the press.

Our PR activity had a direct impact on the website SEO and authority, by building relevant and high-quality backlinks to the website and securing consistent coverage to keep the brand active in the news agenda, boosting brand visibility online.

“No Brainer have been a fantastic partner to us, providing a joined up and cohesive SEO, content and digital PR strategy that we just could not have delivered in-house. We knew from the moment we talked to them about our market and objectives that they understood. We had high hopes and we haven’t been disappointed.

Digital PR was a new marketing approach for us. Through a combination of data-led campaigns, reactive newsjacking and proactive media comments, the team at No Brainer has helped boost our brand visibility with compelling news stories and reports that not only help drive significant traffic, but also deliver large volumes of highly authoritative and relevant backlinks.

Their strategic, persona-led SEO and content strategy has resulted in massive improvements to our rankings and website performance, and has also been central to helping us unlock new opportunities across other search engines. They are always proactive, creative and happy to help and we’re excited by what we can achieve together in the future.”

John Swaffield

Digital and Multi-Channel Marketing Manager at TakingCare Personal Alarms

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