ABSTRACT

Previously, the company had not had a salesforce, marketing or PR function, relying on the quality of its work to bring in new business. Production difficulties meant that clients had put work out to other metal coaters. Peatey’s needed to regain this business, plus additional work to fill its increased capacity. When Northern Lights was appointed, the company was facing a possible closure within two months. The following targets were agreed for the PR campaign: to gain £10,000-15,000 additional work from existing customers each month and to gain £8,000-10,000 new business from five new customers each month. The consultancy budget was very small.