Russell Richardson Case Study

Russell Richardson are Sheffield City Region’s Confidential Shredding, Archiving & Recycling Experts.

The family-run firm, launched in 1978, has a turnover of £2 million. Its fleet of mobile shredding trucks and collection vehicles operate daily throughout the UK and the Attercliffe-based company operates the Sheffield City Region’s only shredding plant. Its state-of-the-art £250,000 shredder deals with up to 200 tonnes of waste paper every week at the rate of seven tonnes an hour. But although the company is relied upon by thousands of local SMEs, law firms, the head office of the Formula One Prix team, numerous police forces, motor giants and even famous British fashion designers, it knew many more companies in its own neighbourhood either knew of the name Russell Richardson, but not what the firm did, or had never heard of it at all.

Emma Moorhouse was appointed in-house marketing manager in 2013. She wanted the company to amplify the message about its areas of specialism and its successes and had identified 2017 and 2018 as important periods due to the introduction of General Data Protection Regulation and the company’s 40th anniversary, both in 2018.

Emma has worked as a PR and understands the different, yet complementary, roles - and how PR amplifies marketing strategy. She sought to bring in external PR expertise which she could direct without taking her focus from her key role. Finding the right fit was vital. The company had previously worked with an external PR company, but had not seen the results it had hoped for.

A trusted business associate, long-established Sheffield-based experts in promotional product solutions Steel City, spoke highly of Keep Your Fork, the PR, communications and marketing company it had worked with for over two years. Emma had then seen both Faye and respected Sheffield journalist Jo Davison, now an associate of the KYF team, in action leading a PR workshop at a Steel City event and saw a strong synergy. KYF began working with Russell Richardson in January 2017 with Jo as client manager.

 

Actions:

A marketing plan and PR toolkit was created, including Notes To Editors and expert topics.

A history of the company was written, which was transformed into a fascinating profile on the business and how it began, for the Sheffield Telegraph.

Business news stories online and in print across Yorkshire have featured Russell Richardson as the expert voice warning businesses of the need to prepare for GDPR regulation.

Others have detailed the vast and varied range of products the company is asked to destroy.

Major contract wins have been heralded, both in the local press and in a number of waste recycling industry trade magazines.

The MD and key members of staff have discussed their lives, careers and their passion for both Sheffield and Yorkshire in a range of publications.

Marketing events have benefitted from pre and post event press releases and photography.

A local TV station filmed Emma and the Russell Richardson shredder in action at a Chamber trade event.

And the skills of KYF associate Lucinda White of Pure Awards saw Russell Richardson become finalists for prestigious environmental awards in the Sheffield Business Awards and the Barnsley and Rotherham Business Awards.

 

Testimonal:

Says Russell Richardson’s marketing manager Emma Moorhouse:

“Being the only in-house person working on marketing and PR is pressured - I don’t have the time to do everything. And I know I don’t have the reach and the contacts across the Sheffield City Region to get our messages out there.

I have worked in PR and know the benefits of it. I also felt that outsourcing PR gave us far more expertise than we could afford if we were to employ someone.

The contacts, journalistic experience and PR and comms knowledge we have received from KYF has helped us greatly.

Right from the start, is has felt like Jo is part of my team. She takes the pressure off me, takes on work I don’t have time for and comes up with new ideas and angles for press articles.

We’ve been delighted with the results. We’ve had more press coverage than we’ve ever had before and are looking forward to more in our celebration year.

It is explaining what we do, shouting about our expertise and building our brand.

We’ve had very positive feedback from it. Customers tell us they see our name everywhere - they are noticing our vans and our adverts and marketing material more now. And our employees tell us they feel proud when they see us in the press.”

 

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