Northgate Renting Flexible, the Spanish subsidiary of the British group ZIGUP (NTG), has consolidated its position as the leading flexible leasing operator in Spain thanks to a comprehensive communication strategy, developed and executed 100% by Sheridan.
SERVICES
PR · Press Office · Branded Content · Spokesperson Events · Corporate Communication
Starting Point
After winning a public tender, Northgate entrusted Sheridan with its global communications and media relations strategy. From there, a long-term strategy was deployed to reinforce the brand’s media leadership and amplify its differential positioning in the professional mobility sector.
Objectives
- Maintain a constant media presence in national and sectoral media.
- Expand voice share and reinforce positioning as a benchmark in flexible leasing.
- To increase awareness of the company and its business lines, increase voice share and strengthen its position as a benchmark in flexible leasing.
- Generate notoriety and consideration among potential clients and prescribers.
- Leading the conversation on professional and flexible mobility.
Services delivered and channels used
- Press office with weekly activations.
- Monthly branded content plan in economic, generalist and automotive media, press office with weekly activations.
- Sustained visibility of spokespersons through interviews, opinion pieces and presence in strategic forums.
- Organisation of and participation in events, round tables and media meetings.
- Content strategy and continuous positioning in tier 1 and sectorial media.
- Management of awards and special actions to reinforce notoriety.
Strategy
We create a 360º strategy that combines corporate communication, quality media presence and branded content with a didactic approach. We take ownership of the category with content that is useful, constant and aligned with the interests of the media and audiences.
Each action is aimed at strengthening Northgate’s leadership and maintaining an ongoing conversation with its key audiences: companies, freelancers, media, institutions and potential customers.
Activation actions
- Regular press releases focusing on innovation, sustainability and business.
- Monthly branded content publications in key media such as Expansión, Cinco Días or El Economista.
- Interviews, opinion forums and meetings with specialised journalists.
- Active participation in sectoral forums, round tables and mobility days.
- Brand visibility in industry awards and initiatives.
- Special actions to promote corporate milestones and product innovations.brand visibility in industry awards and initiatives.
