Changeworks Recycling

Building profile and driving sales through integrated comms

The Challenge

Changeworks Recycling provides business waste collection, recycling, food waste collection and secure shredding services to businesses across Edinburgh, Glasgow and Scotland’s central belt.

Operating in a very competitive space, Changeworks Recycling needed to:
• Generate awareness of its services as the most sustainable recycling business in Scotland
• Educate businesses on the importance of effective recycling for reducing waste, carbon and cost
• Generate inbound leads from businesses looking for a new business waste collection partner

The Solution

Represent conducted extensive research into Changeworks Recycling’s target market and conducted an in-depth website review, before devising and managing an integrated comms strategy that focused on:

  • PR to drive awareness of Changeworks Recycling among Edinburgh and Glasgow businesses and promote its environmental credentials (e.g. its electric fleet)
  • SEO and content marketing to drive inbound enquiries
  • Social media to drive awareness and drive traffic to site 

Tactics included:

  • Keyword research to identify the most searched for terms relating to the client’s service
  • Creation of optimised landing pages
  • Linkbuilding to increase authority and visibility of the website
  • Optimised blog posts including ‘Office recycling: How to get up and running’, ‘Recycling myths explained’, ‘What documents should be shredded?’, and ‘Your office recycling checklist’
  • Business profiles promoting Changeworks Recycling’s commitment to reducing waste and increasing recycling rates
  • Thought leadership campaigns focused on helping businesses understand the impact of new trade waste regulations, as well as the business benefits of effective recycling
  • Social content focused on promoting the benefits of recycling including reducing waste, carbon and costs

The Impact

  • Over 40 pieces of tier one media coverage including in the Herald, the Scotsman, Edinburgh Evening News and Business Insider
  • 205 qualified leads

“Represent very quickly understood our target market, our sales and marketing challenges and our USPs before devising and implementing a marketing strategy that delivered both profile for the business and our leadership team, as well as qualified leads for our sales team.

“The Represent team are great to work with – they are proactive, professional and approachable and I would highly recommend them to any business looking to generate awareness and ultimately, sales.”

Rebecca Jones, marketing manager, Changeworks Recycling

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