What we helped with

The client – Recycl8 (r8iba.com)

Recycl8 work in collaboration with the waste to energy and global construction industries to transform Incinerator Bottom Ash (IBA), often destined for landfill, into a high performing, low carbon concrete solution.

By remaining true to their values of inclusion, sustainability, responsibility and ambition, Recycl8 are building a socially and environmentally conscious company committed to the Circular Economy and net zero goals.

Their aim is to be a leading sustainable business, trusted and respected for the ethics they adopt for the services they provide.

The brief

Launched in 2019 by nationally regarded authority on the waste management industry, Ian Skene, and fellow managers Yvonne Walker and Raymond Cowan, Recycl8 approached us in 2020 to provide clear recommendations for the foundations of the Recycl8 brand messaging as they launched the next phase of their business.

They were also looking for guidance and content input for their website, media presence, social media content and further PR and Marketing activity.

As a start-up company they were keen to raise awareness of their product, aims and objectives ahead of launching their product to market among stakeholders across the business, construction, waste-to-energy and renewables markets.

The work

Brand development

When we begin working with a retained client, we are true to our ethos of ‘starting at the end’. We spend time with the team, delivering a brand workshop, aimed at eliciting the firm’s key values, messages and underpinning mission and vision. We understand their target audience, and who they want to get their brand in front of.

On this occasion we also worked closely with Cameron Fraser of creative agency, Form Digital, to translate these values into developing the brand’s visual identity and tone of voice.

Website copy

We also worked closely with Form Digital to develop Recycl8’s brand-new website. Whilst Form Digital provided the design and delivery of the website, we wrote the copy, co-ordinated photography and closely worked with both teams to project manage the development of the new website.

Since the launch of the website, we have provided ongoing support and advice, as well as updating the news section on a regular basis.

Press releases and features

Since working with Recycl8, we have written two investment pieces, two appointment releases, and one achievement announcing their patent award. On issuing these pieces we work closely with the media and develop a strategic plan on issuing press releases, targeting key outlets whether it is local press or industry targeted publications to ensure we gain maximum coverage. Recycl8 have gained coverage across local and national papers as well as targeted magazines such as renewables and construction industry magazines. This press coverage has prompted a huge increase in engagement on both their social channels and their website.

Social media

Bold St Media provide social media plans for Recycl8 on a monthly basis and manage their social accounts. From drafting content, creating graphics and scheduling posts. Recycl8’s social media has grown from strength to strength, with almost 400 followers, and there best performing post gaining almost 5,000 impressions. To date their general engagement has been high and overwhelmingly positive.

Email campaigns

We support Recycl8 on bi-monthly email campaigns. This included growing their subscribers and write content to help create brand awareness and keep their audience updated with their development process. Since the first newsletter in November 2021, they now have 58 subscribers, with an average of 72% open rate which is extremely high considering 20% is usually deemed as a good open rate.

Awards applications

In 2022 we supported Recycl8 extensively with their application for the Elevator awards. We helped draft their initial application, which saw them shortlisted as finalists in the Innovation of the Year category. We went on to provide advice and support in creating the marketing collateral required for the final – everything from a video testimonial to documents supporting their application. The team attended the event at Ardoe House Hotel in June, which gave them a great opportunity to network, motivate the team and get their brand out there.

The impact

The results of this output are revealed in the volume and quality of media coverage, engagement with followers on LinkedIn and subscribers to the newsletter, all of which aims to drive traffic to the website. Media coverage and social media posts has driven a spike in traffic to the Recycl8 website.

“As a start-up company we recognised the importance of early engagement with a Marketing and PR Agency and selected Bold St as our Agency of choice. We see Bold St as an extension of our business and without their valuable insight and advice wouldn’t be in our current position. The media coverage we have received has prompted a huge increase in engagement on our social channels and our website and has contributed to raising awareness of our product, aims and objectives ahead of launching our product to market.

We look forward to continuing our journey to market with the valuable contribution of Team Bold St!”

Yvonne Walker, Business Operations Manager

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