Rixonway Kitchens - PR and media relations

Introduction

Formed in 1978, Yorkshire-based Rixonway Kitchens is the only UK kitchen manufacturer working solely in affordable and social housing. It manufactures 12,000 units per week and employs over 450 people at its UK HQ and state-of-the-art manufacturing site in Dewsbury, and 40 site-based designers who operate nationwide.

What we were asked to do

Acceleris began working with Rixonway in 2009 to enhance the reputation and profile of the organisation across the social housing sector, national and regional press. Rixonway’s key audiences were identified as residents, housing associations, building contractors and wider stakeholders.

What we did

To ensure key messages are constantly identified, Acceleris developed a detailed forward plan to coordinate Rixonway activity, including press releases and features distributed across housing trade media, both online and offline and local and regional newspapers. Acceleris has developed an integrated approach which covers copywriting as well as other profile raising activities such as identifying relevant awards and conferences.

The result

Throughout its campaign, Acceleris has worked closely with Rixonway and associate parties to compile a programme of proactive and reactive press releases working across five key areas of focus which include the work Rixonway carries out to tackle worklessness, its environmental credentials and CSR activity.

Rixonway has featured in national press such as the Financial Times, regional press including the Yorkshire Post, alongside constant exposure in social housing trade publications like Inside Housing and 24Housing, leading to in excess of 500 pieces of coverage generated since Acceleris commenced its retained activity.

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