ESP Play
PR and Communications
DISCOVER HOW OUR B2B CAMPAIGN GREW SALES 35% YOY
ESP Play, a UK playground manufacturer and installer, had bold ambitions to triple sales and widen reach beyond its stronghold in education to the lucrative commercial sector. But, the company faced a dual challenge: over-reliance on face-to-face sales limiting its audience reach and no clear comms strategy meant it was failing to stand out against other more established providers.
Smoking Gun’s mission was to create a distinct and memorable positioning for the brand that would excite both audience groups and establish ESP Play as THE playground experts.
Objectives
The playground sector was saturated with rational communications, with providers pushing products and features. No one was innovating in a category meant to inspire play and imagination.
Smoking Gun identified an opportunity to be disruptive in the sector by shifting the narrative from what is made to why it matters and root comms in emotional engagement.
Amid this backdrop, Smoking Gun unearthed a powerful insight: Kids are being short-changed. At a time when physical and mental health is top of the news agenda, and we are more aware of the benefits of physical activity. Playtime is in decline.
This revelation sparked the birth of “The Playvolution“, a bold campaign to celebrate the transformative power of play.
The campaign was part of a movement to rally educators, commercial stakeholders and families around a singular mission: to reclaim playtime for children everywhere.
This campaign positioned ESP Play as more than just a manufacturer – they became champions for children’s right to play.
Campaign messaging focused on three core pillars:
The Playvolution campaign began with an authoritative piece of content – The Play Gap Report – spotlighting neglected playgrounds in deprived areas and advocating for essential safety inspections.
This report utilised Freedom of Information requests to gather data from every local authority in the UK, revealing how much was spent on building and maintaining playgrounds.
We collaborated with a leading expert in children’s mental health to analyse the implications of inadequate playgrounds on child well-being. Additionally, we conducted a survey of parents to capture their experiences with playgrounds, providing valuable news angles.
Through the Play Gap Report, ESP Play aimed to educate communities on the value of investing in quality playgrounds.The campaign also included the community initiative ‘Play It Forward,’ where we partnered with Variety, The Children’s Charity, to pledge £50,000 towards designing and building a playground for a special educational needs and disabilities (SEND) school.
This collaboration not only showcased ESP Play’s commitment to social impact but also generated significant engagement on social media, complemented by ESP Play representatives attending Variety events and connecting with influential figures in the property and SEND sectors.
By positioning ESP Play as industry thought leaders, Smoking Gun crafted compelling, authentic narratives that championed children’s right to play. This bold approach, combined with strategic partnerships, ensured a consistent presence across various media channels.
This disruptive approach not only elevated ESP Play’s brand visibility and sales, but also positioned them as a trusted playground brand on a mission to improve the lives of children.
The results...
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