Keenan Recycling

After we successfully launched Keenan Recycling’s Commercial Food Waste Collection Service, the firm engaged Frasermedia to manage ongoing PR to increase clients and grow its reputation as industry leaders.  The firm recycles food/garden waste into compost.

Objectives

• Raise the profile of Keenan Recycling’s services to local authorities
• Raise the profile of the food waste collection service to businesses
• Highlight the agricultural benefits of the compost
• Build brand awareness/client base

Delivered

We produce PR news/business articles, industry focused features, business profiles, editorial placement targeting local, national and industry publications, award entries, and secure radio and television coverage. We complement the PR with strategic marketing, and ahead of the launch of Zero Waste Scotland food waste regulations in January 2014, we created a four month PR and marketing campaign, designing and producing a series of innovative adverts and editorial for local press, and leaflets which were distributed to Keenan’s database of clients.

We also research and secure speaking opportunities for the directors of the company, provide support at exhibitions, and produce informative DVDs for use on the client’s website.

Results

During the targeted PR and marketing campaign, Keenan secured 400 new customers, and since the new food regulations came into force at the start of 2014, the company has tripled its customer base to more than 1800.

Raising the profile of the firm has also seen Keenan secure contracts with Aberdeen City, Aberdeenshire and Moray Councils, and the food waste collections are already generating more than £1m in revenue with this increasing to £1.8million in 2014.

Keenan Recycling now operates one of the world’s largest composting facilities.