Appleyard Lees is a leading UK intellectual property (IP) law firm serving international companies through expertise in patents, trademarks, intellectual property, etc.
The data-driven report creation and media relations activity we undertook with the firm won the Gold award for Corporate and Business Communications Campaign at the 2022 CIPR North West Awards.
CONTENT MARKETING AND PR STRATEGY
1. Research and write a report about global “green innovation”
Green innovation – i.e. companies investing in patents for environmentally-friendly technologies – was a fertile space for the firm to inhabit and a market likely to become important to Appleyard Lees’ clients.
Therefore, the concept was a report based on published patent data showing how companies are investing in technology areas –including energy storage (e.g. electric vehicle batteries), bioplastics production/recycling and environmental farming and food production – and including interpretation and insights from Appleyard Lees’ patent attorneys.
2. Selecting the most pertinent green technology areas for the report
By reviewing the United Nations’ 17 sustainability goals for areas where technology innovation would be essential and cross-referencing with the OECD’s sustainable development goals and the World Intellectual Property Office report into green patents.
3. Media relations
Metamorphic PR researched the visibility of green innovation stories and identified that each technology was covered primarily in university researchers’ academic papers and technical media. This meant that – to obtain wider recognition among business media – Appleyard Lees’ campaign would require content equally intelligent, insightful and accessible.
Also, Metamorphic PR actively monitored the agenda of the COP26 UN Climate Change Conference to pinpoint live issues hitting the news agenda and referenced them where relevant in the green innovation report.
CONTENT MARKETING AND PR ACTIVITY
The creation of Appleyard Lees’ 10,000-word Inside Green Innovation: Progress Report 2021 involved:
Metamorphic PR advised the client that a media relations campaign following shortly after the COP26 conference would capitalise on the media appetite for related stories. Therefore, the report was published and media relations activated within two weeks of COP26.
As a result of the campaign, Appleyard Lees received an inbound business enquiry from an industry leader in green innovation which constituted a “potentially very big” opportunity.
The CIPR North West Awards 2022 judging panel, when allocating the Gold award in Corporate and Business Communications to Metamorphic PR, said: “In a very niche sector this campaign had clear and focused objectives centred around specific timing. The resultant cross-border research and media relations campaign has had some significant results for the client.”