Toolstation is a multi-channel retailer of tools and building materials. It has more than 500 branches in the UK, 65 in the Netherlands and 23 in France. Tribe has been supporting the business continually since 2015, providing research & insight, brand proposition, PR and communications services.
For a four-year period, we were retained on a monthly basis to handle all corporate, customer, product and brand PR and media relations activity. This included us developing and implementing the PR strategy; building relationships with key consumer and trade journalists and media titles; writing and placing news releases, product articles, comment pieces and insight-led stories; providing 24/7 press office services; and measuring the impact of the PR programme.
One particular highlight was our campaign to address the stigma surrounding mental health amongst those working in the trade – ‘Head First’. Following research that we conducted into the issue amongst Toolstation customers, government and professional body sources, we developed a strategy and entered a partnership with ‘Time to Change’, the campaign against mental health discrimination. Together, we developed the campaign identity, assets, materials and resources that were promoted to the target audience via the Toolstation website, sector media and social media channels – including exclusive video content we recorded with Sir Cary Cooper CBE FAcSS, the world renowned workplace mental health expert and 50th Anniversary Professor of Organisational Psychology and Health at the Manchester Business School, University of Manchester.