Challenge

NW_logoNW Systems Group had been expanding very rapidly since its foundation in 1994. As a company with IP Video systems integration expertise built up over many years, it grew at a rate of more than 20 per cent year on year.

As an organisation with the UK’s largest online store of IP video cameras and equipment it understood the importance of basing any SEO strategy on the regular publication of fresh, dynamic and engaging content.

NW Systems needed to ensure that any content it produced (for both its websites and the media) properly represented the brand, explained the firm’s various service offerings adequately, and detailed their respective merits.

Solutions

Following an in-depth consultation, Agility PR recommended a content focus on a combination of thought leadership articles, customer stories and corporate ‘news updates’. This strategy was to be overlaid with a need for corporate PR in the region in which NW Systems is based to increase the amount of business it was doing near its Wirral base.

Results

Agility PR’s dynamic push to write case study content from late 2012 led to an average of five customer stories each year being written and promoted to the media and edited for publication on NW Systems’ website.

Exploitation of these customer stories, which have been written in Press Release and Success Story formats, has formed the bedrock of NW Systems content strategy, working to promote key cloud-based offerings like RemoteManager and Streamdays as well as its growing systems integration business. This content also formed the heart of NW Systems’ new website which was launched during July 2016.

If case study content formed the PR bedrock, Agility PR also wrote the thought leadership content, taking briefs and direction from the MD of NW Systems – Frank Crouwel. Agility PR has delivered and gained media publication for a total of 12 thought leadership pieces and several corporate profile pieces over the last three years.

“The articles which Agility PR writes for us are hardwired into the messaging we are trying to communicate to our customers and prospects. It is this messaging which is already driving many of the deals we are doing. So by getting Agility to package these thought pieces we are saying to the market ‘We know what pressures you are under and, more positively, we can deliver IP video-based solutions which secure your premises and assets better and unlock a range of operational efficiencies at the same time.”
Frank Crouwel, Managing Director, NW Systems Group
“We regard Agility PR has a key strategic partner for us. If I need to communicate a differentiator to the market fast, run some market research to garner customer insights or shine a spotlight on a great piece of work that we’ve done, there is no better PR agency than Agility. The depth of their expertise and contact-base in our market means that we can fast track external communications. They also help us package and promote our thinking on market changes.”
Frank Crouwel, Managing Director, NW Systems Group
“If you are serious about building your profile in the professional security market or in specific vertical sectors, there is no better consultancy out there to help you.”
Frank Crouwel, Managing Director, NW Systems Group