End-O-Line Case Study

Jan Smith appears in The Sunday Times

Raising awareness

The Client
End-O-Line is the UK's foremost independent IT recycling company providing clients with a safe and environmentally friendly exit for their redundant IT equipment.
Operating a zero landfill policy, EOL erases all data before refurbishing the equipment or recycling in component form.

The Brief
For 10 years End-O-Line had been growing steadily through traditional sales techniques but the awareness of the brand was confined mainly to the company's dozens of highly satisfied clients.
End-O-Line's focus over the years had been on attracting and retaining Blue Chip clients by providing exceptional customer service. Building a business from scratch did not leave founder Jan Smith any time to promote the company's successes.

Action
With clients demanding complete confidentiality, End-O-Line was unable to use their satisfaction to promote its own abilities. As an alternative Words Worth suggested other ways to promote End-O-Line activities with emphasis on the exceptional entrepreneurial nature of founder Jan Smith. Words Worth recognised that the way Jan's determination had built the business from modest beginnings would capture journalists' interests.

The Result
Publicity relating to a visit to EOL by the local MP, promotion of involvement in national and local charities and an article in the Sunday Times all contributed to Jan being chosen as Entrepreneur of the Year in East Anglia and Businesswoman of the Year in the Essex countywide awards. Entry into environmental awards were also a basis of the Words Worth PR strategy and EOLS has gained two Big Tick Awards from Business in the Community for the company's environmental contribution.
Establishing greater awareness of the End-O-Line brand also helped to capture increased traffic to its website. Instead of End-O-Line relying on potential customers choosing to visit End-O-Line's website from a general search engine list of IT recycling companies, there was a substantial increase in the numbers doing primary searches for the company under the End-O-Line name.

Words Worth continues to support the company through its transformation into EOL IT Services to promote its wider range of asset management services encompassing the complete lifeycle of IT equipment from installation through secure data disposal to recycling.