We were appointed by the Lincolnshire-based civil engineering company Minster Group to raise the profile of the business and its founder regionally, nationally and across the trade. Minster was going above and beyond other road surfacing firms through its use of the latest technologies and green innovations and although it was successful, the company wasn’t getting the attention it deserved. Minster wanted our help to get the company recognised and respected for its technological innovations and high quality work. Over the years we’ve worked with Minster, we’ve delivered an evolving PR campaign to promote the firm and its management team. We began working with Minster by generating regular press stories and website case studies based on the work the company carries out. This formed the foundation of our efforts to highlight the company’s work and activities in the local area but we built on this by positioning management as thought leaders in the civil engineering sector. Through writing features and providing comments for trade and industry media as well as mass media, we helped to unlock the potential of their expertise and passion for innovation and technology. We got senior management profiled by the Sunday Times, BBC Business Live and BBC News at Six. As an industry that’s often characterised as dirty, old fashioned and pollutive, we recognised the role that Minster has in modernising the industry and leading by example. We’ve built a campaign around the many green innovations used by Minster which have dramatically cut the impact of its work on the environment. To prove Minster’s green credentials, we entered it for a number of awards for green or innovative businesses to enormous success, earning the company some of the most prestigious green awards in the country. As Minster neared its 20th anniversary in 2019, we spearheaded a full company rebrand. Combining Minster Surfacing and its sister company, Alliance Recycling, under the new Minster Group brand helped to give Minster a visual identity which would match the company’s aspirations and achievements. Managing the creation of a new website by Lincoln-based SOKA Studio, we rewrote the whole website and carried out SEO to help Minster look and sound just as modern and dynamic as it really is. “Carrington has done an excellent job in raising our company profile and establishing our reputation. They really know what makes a story, and they know how to get us covered by the press.” Our work delivered more than 150 press mentions in 12 months and reached 11.2 million people through national TV and radio coverage, including The Sunday Times and BBC News at Six. Minster won five major awards in a year, and website visitors grew by 201% year on year. Minster Group was then acquired by Breedon Group, securing the firm’s long-term future. Talk to us about PR for business Tell us a bit about your business and what you’d like to achieve, and we’ll be in touch within one working day. Paving the way for investment for Minster Group
The brief
Our approach
Regular press stories and case studies
Positioning management as thought leaders
Green credentials and awards
A new brand and website
The results
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More of our work
Minster Group
+201%website visitors year on year
150+press mentions in 12 months
11.2Mpeople reached through national TV and radio
5major award wins in a year
Bruce Spencer-Knott
Former Managing Director, Minster Group
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