Turning a King’s Award into Visibility, Credibility and Conversations

Turning a King’s Award into Visibility, Credibility and Conversations

SMART by Foxway had been recognised with a prestigious King’s Award, presenting an opportunity to strengthen brand positioning, build credibility and engage priority audiences across the ITAD, circular technology and partner ecosystem.

Awards can generate a short burst of attention, but without a structured communications strategy, much of their long-term commercial value is often lost.

The objective was not simply to announce the achievement. It was to turn the King’s Award into a six-week PR and content sprint that would sharpen SMART’s positioning, create reusable sales narratives and generate authoritative proof points to support future business development activity.

Our Approach

Attract & Engage developed and delivered an integrated owned and earned content programme designed to maximise the long-term value of the award.

The campaign focused on creating a connected content ecosystem that could be discovered, referenced and shared across multiple channels, helping SMART strengthen its position within the circular technology market while supporting recruitment, partnerships and sales conversations.

Campaign Deliverables

• King’s Award communications strategy
• Press release development and media outreach
• Executive thought leadership content
• LinkedIn campaign planning and delivery
• LinkedIn newsletter article
• Award announcement video assets
• Media briefing materials
• Digital media kit
• Content repurposing framework for future sales enablement
• Prospect and partner narrative development

Our strategy focused on creating authoritative content that supports:

• Industry credibility and positioning
• Organic search visibility
• Generative Engine Optimisation (GEO)
• Sales enablement
• Recruitment visibility
• Third-party validation through earned media

By combining owned content with earned media activity, SMART benefited from multiple authoritative references across the web, increasing opportunities for discovery through traditional search, specialist media and emerging AI-powered search experiences.

Campaign Highlights

• Coverage secured across 8+ industry, regional and specialist titles including ChannelLife, MicrosoftMAR Resource Centre and BusinessCloud.
• Podcast guest appearances generated including All Things Circular and ChannelLife
• LinkedIn engagement reached 7.8%, comfortably outperforming the typical 2–5% B2B benchmark
• Newsletter readership increased significantly, generating thousands of article views
• Audience growth, engagement and newsletter readership all increased during the campaign period

BusinessCloud and ChannelLife delivered the strongest estimated web visibility, while specialist publications and podcasts helped strengthen SMART’s credibility among OEMs, channel partners and key stakeholders within the circular technology ecosystem.

Why This Matters

Awards should not be treated as one-off announcements. When supported by a structured content strategy, they become commercial assets that strengthen positioning, provide credible proof points and increase discoverability across search, industry media, social platforms and AI-powered answer engines.

Outcome

Six weeks in, SMART by Foxway’s King’s Award has evolved into a growing library of authoritative digital assets that continue to build visibility, credibility and opportunities for future business development activity