OUR WORK

Grass Roots

B2B service PR launch

Phonescheme and the future of benefits

THE BRIEF

Grass Roots Employee Solutions is a provider of salary sacrifice schemes including the UK’s leading cycle to work scheme. Having developed ‘Phonescheme’ – a cost effective route for employees to access a range of new smartphones – Skout’s B2B PR agency expertise was tasked with launching this new employee benefit to the HR, employee benefits, business, technology and national media. Stage two of the brief was to create a B2B PR campaign to build audience awareness and engagement for Grass Roots by demonstrating the benefits that employees really value in the workplace and how employers can deliver them without it costing the earth.

Using tactics such as a survey with 4,000 Grass Roots customers showed how people purchase a phone, the importance of getting a good deal and what employers prioritise regarding staff benefits. These findings enabled Skout to come up with different media hooks to pitch out to its target audiences.

OUR APPROACH

To add depth to the product launch we surveyed Grass Roots’ customers discovering their preferred way of buying a new phone and if they’d consider using a salary sacrifice scheme.

We created the ‘Future of Benefits’ campaign investigating which employee benefits the workplace values now and in the future.

We implemented an innovative content programme including animated video, in-depth report and a series of ‘perk profile’ infographics revealing who wants which benefits.

RESULTS AND BENEFITS

For the ‘Future of Benefits’ campaign we worked with market research company Sapio to survey 1000+ UK employees and understand which benefits really matter to them in the workplace. Skout also secured the services of a workplace psychologist to provide commentary on the survey results.

Despite a very focused target media, Skout was able to generate 50 pieces of coverage, revisiting certain titles with additional hooks following our initial launch story. The research findings enabled us to set up an exclusive with one of Grass Roots’ target publications and the launch story secured coverage with the UK’s top three news sites: The Daily Mail, This is Money and AOL.

This coverage also contributed to Grass Root’s website traffic and SEO, achieving an average Domain Authority Score of 43. In addition the coverage reached an audience of 4.9 million and achieved over 750 social shares. Also 34% of coverage generated links to Grass Root’s website.

The results of the campaign have far exceeded our expectations. We were delighted with the results of the campaign and Skout has opened our eyes to what B2B PR can achieve.

Stephen Holt

Commercial Director, Grass Roots

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