Already established in the hospitality sector, workforce management technology provider Fourth wanted to raise its awareness among retailers
Fourth is a leading digital workforce management, payroll and HR solution. While already established in the hospitality industry, Fourth wanted to expand its solution into the retail sector too and needed a PR partner that could help it raise awareness, demonstrate its expertise, and help start to grow its retail client base.
Based on this, we had three main objectives: increase brand awareness among retail decision makers, shift Fourth’s brand perception from just being known as a solution for hospitality businesses, and to drive website traffic and interest in Fourth among retailers.
Fourth hadn’t done any profile raising in retail press and didn’t have any retail-focused case studies for us to leverage, so we began by announcing the company’s entrance into the retail market and the fact it was working with financial wellbeing company Wagestream to quickly generate news and retail presence.
From there, we knew we would need fresh news hooks to sustain momentum, and began bi-annual market research and whitepaper projects to uncover new trends in retail workforce management, the challenges retail leaders face, and how the industry is changing. Our team manage these projects end-to-end, coming up with the themes and questions, commissioning the research, writing whitepapers off the back of the findings, and creating and distributing content from the data.
These projects ensure we’ve continuously had fresh news to work with alongside our ongoing press office activities such as wider company news announcements on new retail partners, evergreen thought leadership pitching, and wider business profiling and commentary. Alongside the PR efforts, the whitepapers and findings are also used more widely by Fourth’s marketing and sales teams to holistically support new business development and lead generation.
Since working together, Fourth has increased its focus on PR as a strategic priority based on our results, with our partnership set to expand with more frequent market research projects and a wider scope of work.
pieces of coverage across national, retail, business, HR, and technology media
year-on-year increase in Fourth’s UK share of voice