Technical PR campaign for industrial automation spares supplier European Automation. Implemented by technical PR agency Stone Junction (www.stonejunction.co.uk) The campaign was built around an online platform and print magazine called AUTOMATED. We achieved more than 350 clippings in a year, 20% of which were featured in national and international media.

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Tel: 01785 225416 Web: www.stonejunction.co.uk
In July 2014, longstanding Stone
Junction client European
Automation decided to integrate
its fourteen international websites
into a single online presence to
improve its domain authority and
create a more unified brand.
They called on Stone Junction to provide international PR and content support. The
strategy was to increase domain authority using written and visual content that could
be shared across the website and in technical media. European Automation's
marketing director now attributes ten percent of annual sales to the campaign.
Alongside the new website, Stone Junction suggested a content platform called
Automated, which would include only authoritative and unbiased writing addressing
automation industry trends. This would be both an evolved and enhanced version of
the traditional blog and the foundation of a quarterly print customer publication.
BRIEF AND OBJECTIVES
AUTOMATION FOR THE PEOPLE
EUROPEAN AUTOMATION
CAMPAIGN
The European Automation website

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Tel: 01785 225416 Web: www.stonejunction.co.uk
SUMMARY:
 Create authoritative downloadables
 Produce content for use on website and in media
 Deliver sales
Stone Junction began by researching popular industry trends in the automation
sector and created a core list of twenty subjects, ranging from big data and Industry
4.0 to collapsing automation architecture and the UK Government's forthcoming
ESOS energy audit scheme.
This research was founded on Stone Junction’s industry knowledge and the results
of a customer survey the agency wrote for European Automation.
Stone Junction then created a planned
set of content including core media
relations tactics such as opinion pieces,
letters, case studies and press
releases, as well as white papers,
guides, infographics and other types of
content for Automated.
We also planned a set of ‘content
zones’ for the website based on the
RESEARCH AND PLANNING

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client’s five core markets: oil and gas, life sciences, food and beverage, plastics and
packaging and aerospace and automotive.
The final stage of research was to ensure that we fully understood the needs of the
automation, design and electrical media across the globe.
Stone Junction began by
writing the core text for the
content zones, which
included testimonials,
gathered in three
languages from multiple countries, compelling online-only content about the five core
sectors and the subsectors within each and a thought leadership focussed article
addressing a popular automation topic in each of the sectors.
The next stage was to place this content in technical media across five target
countries before moving on to produce content for Automated, which would also act
as evergreen and highly linkable material for the site.
Alongside this, a media outreach project was conducted using a vibrant mix of
letters, press releases, feature articles and features contributions. Some of these
were core hard news content, while other pieces were projects created to generate
STRATEGY AND TACTICS

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news or news jacking style rapid response activities, such as The Guardian’s
campylobacter news investigation and the recent Regin industrial malware outbreak.
STRATEGY SUMMARY:
 To lead opinion and develop the EUA brand, using unbiased, authoritative
online and media content
TACTICS SUMMARY:
 Stone Junction developed and wrote Automated, a print and downloadable
magazine
 We created multilingual content-zones dedicated to each industry and
supplier brand
 Deployed core PR tactics - opinion pieces, letters, case studies, news
jacking, photo shoots and press releases
 Delivered content PR tactics such as white papers, guides, slideshares
and infographics

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Tel: 01785 225416 Web: www.stonejunction.co.uk
The project resulted in media coverage
on all but one of the seven continents of
the Earth – and we are currently working
on Antarctica. Countries covered
included Germany, Spain, Argentina,
Australia, Italy, the United States, South
Africa, England, Scotland, India and
Northern Ireland.
There was coverage in UK newspapers The Sunday Times, The Times and The
Guardian and 311 clippings in trade, national and regional media between June
2014 and May 2015.
“Stone Junction also wrote every word of the Automated
magazine as well as 4000 words of product pages for
European Automation's website and all of the site's
content zones.”
To support the core media relations activity, Stone Junction also conducted several
photo shoots on site at two of European Automation’s offices, as well as providing ad
hoc photography when needed.
IMPLEMENTATION

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Tel: 01785 225416 Web: www.stonejunction.co.uk
European Automation’s single brand
website, serving 19 different countries
went live on November 5, 2014. The new
site is delivering a significant increase in
conversion rates, partly as the result of
better, more compelling content, creating
increased customer interest.
“The print clippings reached a combined audience of
4,815,717 and achieved a score of 86,777 using Stone
Junction’s bespoke audience measurement metric –
which takes into account circulation, readership, key
message content, picture content, position and
publication.”
Online clippings contained 209 links to the new website and a further 57 links to
European Automation’s social media platforms.
MEASUREMENT AND EVALUATION

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Tel: 01785 225416 Web: www.stonejunction.co.uk
OUTPUTS SUMMARY:
 311 clippings on five continents across Germany, Spain, Argentina,
Australia, the United States, Italy, Canada, South Africa, England,
Scotland, India and Northern Ireland
 ...with a combined reach of 4,815,717
 Coverage in The Sunday Times, Times and Guardian
 209 links to the EUA website and 57 to EUA’s social media
OUTCOMES SUMMARY:
 EUA marketing director Jonathan Wilkins attributes 10% of sales to this
campaign, with a further 20% un-attributable and 70% returning business.
 60% increase in UK traffic in 2014
 Significant increase in conversion rates due to better content, according to
EUA sales manager Leroy Spence
"Frankly, I want to complain," explained Mark Proctor, MD of
EUA. "Someone tried to place a £4M order recently. Stone
Junction is just making us look too good!"

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Tel: 01785 225416 Web: www.stonejunction.co.uk
The campaign was delivered on
budget with no additional charges
levied to European Automation that
hadn’t been signed off in advance. No advertising or advertorial was required to
support the campaign, other than pre-planned Google AdWords, which, in any case,
focuses on European Automation’s product pages.
"The role of PR within B2B marketing has evolved significantly in recent years.
Connecting with buyers on both an intellectual and emotional level is now more
important than ever,” explained Jonathan Wilkins, European Automation’s marketing
manager.
"Stone Junction absolutely understands this evolution
and constantly works with us to deliver campaigns that
both inform and entertain our audience to inspire action.
This approach continually conveys the authenticity and
credibility, vital in today’s challenging marketplace."
BUDGET AND COST EFFECTTIVNESS

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Tel: 01785 225416 Web: www.stonejunction.co.uk
EXAMPLE INFOGRAPHIC

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Below are the first six slides from the following 42 page Slideshare:
http://www.slideshare.net/euautomation/esco-slideshare
EXAMPLE SLIDESHARE

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SAMPLE PHOTOGRAPHY

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A&C Controls Today - India Mercado International - Spain
Automazione-plus - Italy
PBSI - United Kingdom
The Raconteur - United Kingdom Memeburn - South Africa
SAMPLE CLIPPINGS