Cleanology switches to fleet of all-electric Nissan e-NV200 vans
The Background
London-based commercial cleaning company Cleanology had signed a deal with leading carmaker Nissan to take delivery of new electric vehicles and initiate a switchover from its current diesel vans.
The Objectives
As a long-term PR partner of Cleanology, Suzanne Howe Communications was tasked with achieving targeted and high-quality media coverage announcing the switchover and drawing attention to the company’s sustainable values.
Key messages to be relayed to the media included:
- Cleanology’s move would result in a reduction of emissions and carbon footprint and greatly improve its environmental sustainability credentials.
- This was just the latest move in Cleanology’s ongoing environmental sustainability journey.
- Over 5,000 litres of diesel per vehicle each year would be saved – equal to 13.5 tonnes of CO2.
The Strategy
From a media relations perspective this was a news story with the potential to appeal to media outlets across several sectors. Cleanology is used to seeing its news regularly feature in the main cleaning and FM titles but further coverage was achieved on several automotive websites as well as business, sustainability and environmental news outlets.
As part of the strategy, content of the press release was analysed closely to ascertain which ‘vertical media’ the story would be relevant for.
The Results
After an extensive media relations campaign 26 pieces of media coverage were achieved between April and June 2021.
In May alone 12 ‘hits’ were recorded resulting in a reach of 37.4 K and 132 brand mentions. All the media coverage was positive and much of it gained on websites that possess a coveted ‘good’ domain authority ranking. The client also provided a video showing the new liveried vans being driven near famous London landmarks and several outlets chose to upload this as part of their coverage.
For the record, coverage was achieved in Building & Facilities Management (online and in print), Cleaning & Maintenance (online and in print), Tomorrow’s Facilities Management (online and in print), Network6, Qube, Environment Times, Facilities Management UK, Van Fleet World, EV Fleet World, Commercial Fleet, What Van?, Premises & Facilities Management, FM Industry, Facilities Management Journal online, Facilitate online, Business In The News, This Week In FM, London Loves Business, Family Business United, London TV, Business Mondays, Cleaning Hygiene Today and Sustainability Voices.
“Our sustainability drive at Cleanology is a key pillar of our long-term strategy and Suzanne Howe Communications played a pivotal role in communicating how our investment in electric vehicles will achieve environmental objectives. We were thrilled to see such a wide-ranging and extensive list of media titles tell our story.”
Domonic Ponniah | CEO and founder | Cleanology
