Press Box PR was asked to strengthen Poppleston Allen’s position as an expert in the gambling and hospitality industries and to drive increased traffic to its new website to support its sales process.
Press Box PR undertook proactive profiling of the Poppleston Allen C-suite and legal teams to obtain their views so that the team could place thought leadership pieces in relevant B2B industry titles.
Press Box PR also carried out a link-building exercise in consumer media by seeking reactive comment opportunities when licensing or gambling crossed into the mainstream media.
Some examples of the way Press Box PR used its editorial insight to develop newsworthy stories included putting out press releases on the following: how Grand National sweepstakes could be illegal for those working from home; how licensing laws and conditions were impacted by the Coronation weekend; and myth-busting facts about alcohol-free beer.
Press Box PR regularly focused on quirks in the gambling and licensing legal frameworks to highlight little-known laws as a way of maximising interest.
In 2022 Press Box PR generated 293 pieces of coverage, with 254 of these linking back to the Poppleston Allen website. Articles the team placed spanned sector-specific gambling and hospitality titles, as well as broader consumer publishers, including online nationals.
During the year, Press Box PR increased organic traffic to Poppleston Allen's website by 40%, lifting the firm to second place on Google for the search term ‘licensing solicitors’. This placed it above the fold for the first time, with the company having been in seventh place prior to Press Box PR’s appointment.
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