Bulldog Security
Digital in-house training helps promote global brand
Service: PR for business, blog writing and in-house digital marketing training
The brief
In 2017 Bulldog Security Products based in Much Wenlock, Shropshire came to J&PR with a desire to improve and expand their social media presence.
An established national brand in the caravan industry, Bulldog offered so much more than they were known for and needed to improve their promotion of the services and new products they offered and also needed to promote their UK-wide Bulldog affiliated dealers.
A national brand designed and manufactured in Shropshire - the challenge was to promote to the local area and also target the national caravan dealers and the rural network for security solutions too.
Kirsty remembered her own father fitting the Bulldog stabiliser on the family caravan when she was little and knew the holiday had officially started when that had happened so was very excited (and still is excited!) to be working with Bulldog.
The in-house marketing team did not have the expert knowledge or the time to run the PR campaign or the social media platforms as the website alone kept them busy so J&PR became the extra resource they needed.
The solution
A PR campaign was launched with amazing stories which Bulldog had kept under their hat for far too long!
The strategy also included the introduction of a blog on their website written by their J&PR account manager to promote the products further but also answer any security questions people had. The blog has become the digital voice of Bulldog for advice and guidance on security problems, products and solutions.
The social media schedule was drafted and managed in full by the J&PR team, including product profiling, staff profiling, dealership spotlights, sponsorship, company history, competitions and social media advertising.
However as time went on the next generation of the family-run firm joined the marketing team and had the desire to learn more about social media.
J&PR started training the in-house member of staff face-to-face at their factory in Much Wenlock on a monthly basis. This monthly in-house training and support continues several years later as we know, and they know, social media updates never stop. We are able to let them know the latest updates on the platforms and implement the changes face-to-face with them each month.
The PR and blog campaign remains with the J&PR account manager and the two teams work together.
The work has expanded into a second website specialising in tracking.
The impact
Bulldog Security Products now boasts a strong presence across all social media platforms with regular new content uploaded to the website.
Engagement figures from customers increases month on month with the social media supporting the high level of customer service they provide over the phone.
They are widely known in industry groups and caravan owners across the UK now know their Bulldog product is designed and manufactured here in Shropshire.
The PR campaign has resulted in Bulldog becoming the expert commentators in the regional media on rural crime and caravan and vehicle crime.
The in-house team is upskilled on a monthly basis without having to leave their desks or without paying additional course fees.
Relationships with other businesses have been promoted and strengthened and the firm is now the founder and main sponsor of an international BMX race team to promote the Bulldog brand further across the globe.
