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Turning technical excellence into sector authority in critical infrastructure

Turning technical excellence into sector authority in critical infrastructure

Feb 6, 2026

Home · Case Study · Strategic communications

Turning technical excellence into sector authority in critical infrastructure

Bender logo square

Campaign results at a glance

audience reach

thought leadership articles*

%

media dominance**

Plus 1 Award Winner + 1 Highly Commended

The challenge

Despite having a strong customer base in core markets, Bender wanted to maintain and defend its position while increasing visibility and share of voice. At the start of the collaboration with EC-PR the company was dealing with the following challenges:

  • Lack of technical authority across target sectors.
  • Better-resourced competitors.
  • Inconsistent visibility in tier-one trade media.

The solution

We developed a strategic PR programme built on three strategic pillars:

  1. Communication strategy: Building on the existing value proposition, we facilitated the development of a comprehensive communication strategy that included: positioning statements, target personas and messaging.
  2. Thought leadership as trust currency: We positioned Bender’s technical experts in the media as authorities on critical industry challenges, from ageing healthcare infrastructure to rail safety compliance and e-mobility resilience.
  3. Sector-specific authority building: We developed sector-specific narrative grounded in real-world data, technical evidence and case study proof points that demonstrated Bender’s capabilities in action. 
Lisa Hudson, Head of Marketing, Bender UK

EC-PR Quote marksReputation stems from various areas throughout the whole company, with PR being an essential element.

We needed to move from reactive communications to proactive industry leadership. The goal was to build the trust signals that accelerate buying decisions – demonstrating expertise, earning authority and becoming the natural choice for complex electrical safety challenges”

Lisa Hudson, Head of Marketing, Bender UK

The award-winning impact

  1. The collaboration resulted in a dramatic uplift in all of Bender UK’s tier-1 publications, improving visibility, credibility and recognition. Over the campaign period, EC-PR delivered 39 pieces of coverage, reaching more than 3.6 million people.
  2. In the UK, the brand now ranks second for overall mentions against direct competitors. 

  3. “We have had amazing internal feedback from one of our healthcare thought leadership articles used by the sales team, with 4 enquiries generated to visit our suite ’97 ICU facility since it was published.”
    – Lisa Hudson, Head of Marketing, Bender UK.

  4. Our work delivered 264% more coverage than its nearest healthcare rival and 90% more than its nearest rail competitor in 2025.
  5. The work also helped drive industry recognition, including a “Highly Commended” award for Healthcare Supplier of the Year at the Healthcare Estates Awards and a win for Best Interior Building Product at the Building Better Healthcare Awards.
Melissa Newton

EC-PR Quote marksIt’s been great. EC-PR have a clear, structured approach to developing our comms framework and are moving our PR agenda forward. Lorraine, Liz and James are all well versed in the requirements of B2B PR and really understood our needs. Great folks to work with.”

Melissa Newton, Marketing, Bender UK

**264% more coverage than its nearest healthcare rival and 90% more than its nearest rail competitor in 2025

*17 published, 7 placed but not yet published

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Turning manufacturing reputation into visibility: The strategy behind a 405% SOV growth in just 12 months

Turning manufacturing reputation into visibility: The strategy behind a 405% SOV growth in just 12 months

Sep 10, 2025

Home · Case Study · MANUFACTURING

Turning manufacturing reputation into visibility: The strategy behind a 405% SOV growth in 12 months. 

Blu Wireless

Campaign results at a glance

%

Share of Voice growth

%

Media mentions in competitor set

More coverage than competitors

Editorial reach

%

YoY media coverage growth

Earned media coverage pieces

UK, US and EU publications

Winners in industry awards

Download the case study one-pager

The context

The Client is a global manufacturer of workplace safety solutions and protective barrier systems. It has a long-standing reputation for innovation and a presence in over 60 countries, serving transformative safety tech to warehouses, factories, airports, and more.

The challenge

The Client set out to improve the visibility, credibility and memorability of its brand and product portfolio. The business wanted to ensure its communications were working as hard as its solutions: making a stronger impression and reaching the right audiences , to support growth across all key markets.

At the same time, there was a broader ambition: to shift perceptions. The Client saw an opportunity to challenge assumptions about safety infrastructure, positioning itself not just as a manufacturer, but as an innovator and pioneer.

The company wanted to educate the market and reinforce its position as a leader and driving force in industrial safety.

To deliver on these objectives, the business partnered with EC-PR to develop a structured, insight-led communications campaign built around strategic storytelling and international reach.

EC-PR Quote marksOur brand lacked memorable impact, consistent visibility and the level of credibility we knew it deserved. We were facing the risk of losing momentum at a key moment in the company’s growth stage. It was clear we had the expertise, but no strategy to make it show. We needed a way to demonstrate why we are the benchmark in our industry.”

Marketing Campaign Manager at The Client

The solution

 

The campaign was named ‘Future-Ready Campaign ‘ and served as a bridge between the Client’s long-standing reputation and its future ambitions. The theme anchored four strategic narratives:

• Industry 4.0
• Innovation
• 360° protection
• Advanced materials

These subthemes captured the breadth of The Client’s value and helped create a unified voice across markets.

Campaign delivery


• Media Lens competitor benchmarking.
• Communication strategy.
• PR campaign.
• Catalyst executive profiling guide.

With the fundamentals in place, EC-PR helped the Client shape a campaign roadmap designed to scale brand presence and generate commercial traction across the markets targeted by the business, including the domestic market, the United States and the DACH region.

Communication strategy

After undertaking initial workshop sessions with the customer, EC-PR developed a communication strategy designed to bring the desired visibility, memorability and visibility to the The Client’s brand. The strategy included the following:

• Creation of five target personas.

•  Development of messaging for new range of products.

• Creation of a Brilliant Ideas Bank built with insight from the Sales team to enhance pipeline .

The content was tailored to address the pain points of each target persona for each stage of their buying cycle , including:

• Thought-leadership articles
• Blog articles
• Social posts
• Case studies
• Webinars
• Awards submissions
• Roundtable sessions
• White papers
• Event planning and management
• Waterfall content for roundtables, white papers and events

The result was a clear and actionable communication strategy that aligned the Client’s messaging with its commercial goals. It provided a structured foundation for all ongoing marketing and PR activity.

PR campaign

EC-PR created an extensive media list for all the industries and sub-industries targeted for the campaign, with over 800 journalists comprising trade, local, national and international publications.

The PR campaign was built to scale the Client’s presence across the different European and American markets using the thought-leadership content from the Brilliant Ideas Bank, as well as interview opportunities on the Client’s subjects of expertise.

Catalyst

To support the Future-Ready Campaign, EC-PR implemented Catalyst, a LinkedIn executive profiling programme for the Client’s C-suite to strengthen the visibility of the company’s leadership and build stronger connections with industry stakeholders.

The Catalyst implementation included profile optimisation; bespoke, five-day-a-week video and written content creation (both short- and long-form); and active engagement with relevant audiences to build reach and credibility. 

Catalyst helped position the Client’s leaders as visible, trusted authorities in their fields, strengthening brand credibility while making communications more personal, relatable and effective across key markets.

The account’s growth and the value of its posts earned it a place in Strategic B2B Marketing’s Best of LinkedIn for July 2025 , and recognition as one of the “40 accounts to follow . Using LinkedIn Sales Navigator, we identified over 1,500 ideal customer profiles and managed targeted outreach and nurture.

EC-PR Quote marksCatalyst gave our leadership team a voice that’s now being heard in all the right places, expanding our presence and influence. We’ve always known we’re the best at what we do, but thanks to the Future-Ready campaign, now everyone else does too.”

CEO at The Client

The results

The Future-Ready Campaign has delivered the visibility, credibility and memorability the Client set out to achieve. In just 12 months, the company has more than quadrupled its share of voice among its competitor set thanks to a successfully executed PR strategy.

The communication strategy built around this initiative gave the business a consistent, compelling narrative and a suite of assets aligned to each stage of the buying cycle used in all its communications and product launches. This is reflected in:

– 186 earned media mentions obtained

– 2.7x more mentions than all of its competitors

– 73% share of the competitor market .

The Future-Ready Campaign has also raised the brand’s visibility. The Client’s presence at the top of impartial, AI-generated search results like Google AI Overviews shows how the PR campaign has delivered genuine industry authority and recognition to the brand. When users search for the best workplace-safety provider or the leading CEO in industrial safety, the Client and its CEO respectively appear as the top result.

The Catalyst programme amplified the voice of the leadership team and made the brand more relatable and influential. With Catalyst, EC-PR elevated the social-media presence of the Client’s C-suite members. In just 12 months, these were some of the results achieved*: 

Impressions

New organic followers

Engagements

ICP targets identified

*As of July 2025 across two personal LinkedIn accounts.

EC-PR Quote marksThanks to EC-PR’s expertise, we secured leadership buy-in. Their strategic approach gave us the clarity and confidence to align at the top. Once the board saw the potential impact, the case for the campaign was undeniable. From there, EC-PR became a true extension of our team. Within a year, we hit our goal of being visible, memorable and credible — quadrupling our share of voice to secure our place as the most covered leader in our market.”

Marketing Campaign Manager at The Client.

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Seequent Elevates Brand Awareness

Seequent Elevates Brand Awareness

Jul 3, 2024

Home · Case Study · Seequent

Seequent elevates brand awareness

Headquartered in New Zealand with global reach, Seequent is the specialist subsurface software company within Bentley Systems.

Seequent builds world-leading subsurface software, helping create a better understanding of the earth to ensure a better world for all. Seequent’s integrated earth modelling, geo-data management, and team collaboration software enables customers to see a more complete picture of the underground: with more understanding comes better decisions – for people and the planet.

Seequent

Campaign stats at a glance

Audience reach

Average publication domain authority

%

Thought leadership placement rate

A focused thought leadership campaign

EC-PR Quote marksPieter Neethling, Seequent“EC-PR has helped us build awareness through quality thought leadership coverage in global trade publications. Our brand credibility was further strengthened through an industry round table event attended by a high-profile panel of industry experts and influencers,”

Pieter Neethling, Segment Director – Mining Operations, Seequent.

Dangers and desires

In 2021, EC-PR delivered a successful campaign for Seequent in the industrial minerals sub-sector. A year later, the company sought to broaden its awareness and expand its thought leadership programme and visibility to the entire mining sector. It was looking to increase its share of voice in global publications and position itself alongside mining associations and industry bodies. In addition, it was looking to build credibility and be known as the industry leader across the whole lifecycle of mining operations – from discovery to restoration.

The successful 2021 industrial minerals campaign convinced Seequent that EC-PR would be the right communications partner to deliver the new mining campaign.

Design

EC-PR approached the campaign strategically, by first conducting robust communication strategy work. Particular focus was devoted to the strategy validation phase, where Seequent’s customer base was audited to establish if the communication strategy (personas, proposition, key messages) resonated with the customer base. Customer validation ensured the strategy aligned with customer perceptions, aspirations and ambitions.

A Brilliant Ideas Bank was developed, containing a wealth of thought-provoking and engaging themes to be pitched to the media. All ideas from the Brilliant Ideas Bank were successfully placed in target media publications as article placements. EC-PR worked closely with Seequent executives and subject matter experts to develop insightful long-form articles published as editorial content.

Campaign delivery

  •   Brilliant ideas bank
  •   Securing media stories
  •  Round Table Event
  •   Message Waterfall

 

Distinction

The second cornerstone of the campaign was an exclusive online thought leadership round table. Seequent brought together a stellar panel of thought leaders, such as Marcelo Godoy, Chief Technology Officer at AngloGold Ashanti, and Matt Blattman, Director Technical Services at Hecla Mining. The event was moderated by influencer and podcast host Emily King, also the Founder of Prospector Portal.

The round table discussion was distilled into several pieces of content, including an insights paper. Very simply, a message waterfall was created which means the round table was made available across multiple media types and presented in various formats such as the insights paper, a LinkedIn Live event/webinar, blogs and social posts.

The mining campaign was put in front of a total audience of 1.38 million (based on stats generated by Coverage Book), with an average Domain Authority of press coverage reaching a high figure of 54.

The nature of the delivery of the campaign (online round table and message waterfall) has also given Seequent ample slice-and-dice options further down the line to extend the campaign’s longevity and nurture thought leadership and brand awareness.

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How to become an industry thought leader

Thought leadership can transform your brand, position you and your business as leaders in your industry and open doors to new opportunities. Find out how to get started with our practical guide.
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Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

View all case studies
XTM International

Making SaaS Marketing Marvellous

ITPEnergised

Net Zero Heroes

2i

Building a Bolder Brand

AzteQ CUBe

Achieving Clarity Through Strategy

The net zero heroes

The net zero heroes

Jul 3, 2024

Home · Case Study · ITPEnergised

The Net Zero Heroes

Believing passionately about the world’s transition to net zero, ITPEnergised is a team of technical consultants who work with their clients to deliver renewables asset management services and expert advice on all environmental matters.

Through guiding their clients on issues relating to energy, environmental impact and engineering, they facilitate the transition to net zero. The company has unparalleled experience and provides consulting services to over 2500 small to large scale projects across 150 countries.

ITPEnergised

ITPEnergised
Thought Leadership Case Study

EC-PR Quote marksRuth Fain, ITPE“EC-PR never fails to deliver. Their approach to thought leadership, both in terms of crystallising our initial ideas and then drafting good quality content, is second to none. Given how time-poor our subject matter experts are when it comes to PR, it was a breath of fresh air to have the EC-PR team support us and deliver some great coverage in our target media. We’re looking forward to our next campaign to continue improving our share of voice on key net zero and ESG issues.”

Ruth Fain, Associate Director, ITPEnergised

Dangers and Desires

Previous to the thought leadership work, we had partnered with ITPEnergised in helping them to define a communication strategy. The team there are marketing-savvy and understand that brand-building work doesn’t stop once the strategy is in place — in fact, that’s only the beginning.

The next leg of the journey

ITPEnergised knew that to increase awareness amongst their target audiences and, in turn, fill their sales funnel, they needed to embark on an earned media campaign.

Drawing on the key messages established in the communication strategy, this campaign would take the form of a thought leadership programme. The challenge was that ITPEnergised’s subject matter experts were time poor, and existing relationships with trade media were very limited and needed to be nurtured.

To the rescue

With a 100% performance guarantee of securing thought leadership coverage and over two decades of experience in working with its target trade media, ITPEnergised turned once again to EC-PR.

Design

Our task was to secure and generate thought leadership content attributed to ITPEnergised’s experts, while keeping the onus off them in terms of demands on their time.

The approach we took to achieve this involved EC-PR shouldering as much of the responsibility as possible, while only requesting the client’s time when it was absolutely necessary, such as at the points of information-gathering and final approval.

Campaign delivery

  •   Brilliant ideas bank
  •   Securing media stories
  •   Interviewing subject experts
  •   Authoring content

Brilliant ideas bank

Our approach was to facilitate the creation of a Brilliant Ideas Bank in collaboration with ITPEnergised’s subject matter experts. The Brilliant Ideas Bank is a repository of seed ideas designed to capture the media’s interest. Critically, the topics strategically aligned with the communication strategy, showcasing ITPEnergised’s level of expertise on net zero and addressing the key pain points their target audience faced.

Securing media stories

Once these ideas were compiled and agreed, we began the roll-out of the earned media campaign programme. This saw us pitching articles to target journalists and liaising with them to ensure their specifications were met.

Interviewing subject experts

We arranged interviews with the subject matter experts at times convenient to them. The interviews were pre-arranged with top-line questions submitted in advance to give the interviewees maximum time to prepare, while minimising the impact the campaign would have on their day-to-day role.

For optimal time efficiency, interviews were recorded, allowing us to refer back to them when writing up the articles.

Authoring content

Our team of accomplished technical writers saved the client time and hassle by authoring the content on their behalf, and subject to their approval. The process of generating the articles was therefore streamlined and made simple, keeping the time required from the subject experts to a minimum and allowing them to focus on their main jobs.

Distinction

100% of the thought leadership article ideas we pitched resulted in secured coverage.

As a result, ITPEnergised’s thought leadership coverage on net zero appeared in top-tier and highly targeted media including:

Client praise

ITPEnergised were highly complimentary about our work, commenting specifically on how easy it was to deal with us and how reassured they were that we could deliver such a high quality of service and level of coverage, without relying heavily on their people’s time.

Our strategy paved the way for ITPEnergised to increase its share of voice, which it achieved during the execution stage of the campaign, when the company’s experts started to become recognised as highly respected thought leaders in their field.

ITPEnergised is now preparing for a follow-up wave of activity, designed to further cement their position as experts in their industry.

Request a callback

Show your brand’s mettle and grow it into its memorable, gorgeous potential.

Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

View all case studies

Shaping Share of Voice

BMT Group

Distinction in Defence

AzteQ CUBe

Achieving Clarity Through Strategy

Concirrus

Igniting Interest in Insurtech Startup

Building a bolder brand

Building a bolder brand

Jul 3, 2024

Home · Case Study · 2i

Building A Bolder Brand

2i is an Edinburgh-based consultancy offering assurance and testing services to large organisations who are undergoing complex digital transformations.

Their client portfolio includes impressive names such as Aberdeen Standard, Virgin Money and the Scottish Government..

2i

2i Case Study
Communication Strategy

EC-PR Quote marksDave Kelly 2i Testing“You have offered us enormous value in getting us to this stage. When I think back to the lack of focus and structure that our message had originally to where we are today, for both our clients and our staff, it’s been a game changer for us and massive thanks to you for that.

“The delivery model, AssureRMF, has undoubtedly been the pivotal development. If you had told me at the start of this journey that a business like ours, operating in our space, could have a USP, I would never have believed you. I would not have thought it was possible. But we do, and we have, we stand out for all the right reasons. That’s remarkable.”

Dave Kelly, CEO, 2i

Dangers and Desires

CEO of 2i, Dave Kelly was fully confident in the exceptional levels of service his company offered. The issue was that they weren’t well known enough among their target audience. Nor was there any obvious way that the business differentiated itself from competitors.

2i lacked a clear USP (unique selling point), which meant that neither staff nor potential customers could simply answer the question of why they should use 2i over an alternative provider.

Dave correctly identified that 2i needed to address this lack of identity if the company was to achieve its internal and external goals. He knew the best way to rectify the issue was to develop a communication strategy. This would ensure that 2i was no longer in danger of becoming the industry’s best-kept secret. That’s where EC-PR came in.

Design

For customers and prospects to understand what 2i’s differentiator was, we had to start at the beginning and look at where the company was, and wanted to be, positioned in the market.

Once we’d answered those questions, and crystallised the desired messaging, we were able to move to the next step — getting that message out to our intended audience.

Campaign delivery

  • Messaging Lab workshops
  • Communication Strategy
  • Customer research
  • Brand assets

Communication strategy

Through a series of Messaging Lab workshops and by working closely with 2i’s senior leadership team, we developed a communication strategy comprising six areas:

  1. Industry priorities
  2. Value proposition
  3. Target customer personas
  4. Positioning statement
  5. Key messaging
  6. Bespoke delivery model

The result was the creation of a comprehensive communication strategy. This strategy became the foundation of all marketing and communications going forward and gave 2i much-needed focus and direction.

Customer research

Our approach didn’t stop there, however. We also needed to ensure that the newly defined strategy formed the customer’s perception of the 2i brand. We conducted research among 2i’s customers to determine which communications materials they needed to give them a good understanding of the buying cycle.

Brand assets

In addition, we supported 2i in their search for a branding agency, that would help the company translate their messaging creatively and professionally. After we’d appointed the branding agency, we worked closely with them to create a new website and new brand assets.

Distinction

Dave described the impact of EC-PR’s work as ‘game-changing’ and confirmed it had brought massive value to the business in terms of giving the branding and communications the structure and direction it was lacking.

Within just three months of launching the new communication strategy, 2i was already benefiting in at least 18 different ways. These benefits included the winning of new business, which had been the key driver of the campaign from the beginning.

Additional benefits included the ability to create more persuasive tenders, increased confidence that they were showing the world the best version of themselves, the use of joined-up language across all communication channels, and a set of future-proof assets.

Dave admits that at the beginning of the process, he didn’t know how a company operating in 2i’s space could differentiate itself. Once the differentiation became clear, 2i found its voice, which now rings out loud and proud in the marketplace. What’s more — people are listening.

Request a callback

Show your brand’s mettle and grow it into its memorable, gorgeous potential.

Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

View all case studies

Shaping Share of Voice

BMT Group

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Concirrus

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