Scottish Woodlands Ltd is one of the most successful forestry services companies in the UK and has experienced significant growth in recent years. However, staff were so busy with the day job that the company’s external communications were limited.
PA Cooperative had worked with Scottish Woodlands Ltd on its annual results and helped it respond to media requests, so we were well-placed to work with senior managers on a more regular basis. We knew there was a great story to tell and that staff were keen to get involved. We aimed to make media releases and social media posts much more regular, to increase contact with customers, clients and the wider land-based industries – to highlight Scottish Woodlands Ltd pre-eminent role in the industry in Scotland and the UK. We also supported the company’s work in improving internal communications and in engaging staff in telling the Scottish Woodlands story effectively.
PA Cooperative organised online webinars with Scottish Woodlands employees, as well as individual meetings with senior staff, as a means of ensuring a regular pipeline of story ideas – to illustrate the wide range of work the company was involved in, as well as stories about individual employees, and what they were doing inside and outside work.
PA Cooperative worked with Scottish Woodlands Ltd to provide 46 stories for its website in 2022 – compared to the previous year, when fewer than 5 stories appeared online. All these stories were supported by social media posts, posted on Linkedin and Twitter – as a result, follower numbers and reactions to posts have substantially increased. On LinkedIn, Scottish Woodlands Ltd now has more than 3,000 followers and popular posts can have engagements well past three figures.
Director of Investment and Business Development
PA Cooperative worked with Scottish Woodlands Ltd to tell the story of a successful business year by linking the annual results directly to its successful graduate programme – covered in The Scotsman and other outlets.
PA Cooperative also worked with staff members on first person articles illustrating the expansion of the business – for example, this article by Neil Crookston in the Press & Journal.