International PR for TITECH, world leader in waste sorting

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Testimonial

Gunnar Kläschen, TITECH’s marketing manager, said: “Brand8 PR consistently provides us with sound strategic advice and has the ability to understand and interpret complex technical information to enable our public relations activity to be effective across international markets.

“They have a refreshing understanding of the way traditional, digital and social media can be integrated with search to deliver results. As this approach is combined with strong project management skills, it makes Brand8 PR the ideal lead agency for our international public relations campaigns.”

Objectives

TITECH is the world’s leading manufacturer of sensor-based waste sorting systems. Based in Germany, over 2,500 TITECH systems are currently operating in 30 countries.

Brand8 PR has been appointed by TITECH as its lead PR agency to enable the implementation of the business’s global PR strategy in selected territory markets. Brand8 PR’s objectives are:

• Raise awareness of TITECH in strategically important territories and manage its reputation within them
• Position TITECH as the world leader in sensor-based sorting systems
• Create the environment for sales

Response

Within six months, Brand8 PR has established and manages a network of PR agencies in the UK, France, Argentina and Brazil. Campaigns are currently actively being undertaken in these territories. Most recently, TITECH entered the Latin American market when one of its systems was installed in a PET recycling plant near Buenos Aires, Argentina and Brand8 PR is currently working with TITECH to widen its worldwide network.

Results

TITECH has regarded the territory PR activity as highly effective and Brand8 PR has prepared a presentation on the benefits of PR for the company’s 2011 global sales conference to generate further territory-specific activity.

The launch of TITECH in Argentina was particularly successful with coverage achieved in the two main national newspapers (such is the importance placed on waste management in the country), influential business media, radio interviews and significant online media coverage. The campaign represented a return on investment of 38:1 for TITECH and the company is now entering the Brazilian market.

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