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From Knotweed to National Headlines: PR for Grounds Care Group

General

From Knotweed to National Headlines: PR for Grounds Care Group

Grounds Care Group is a specialist provider of grounds maintenance and environmental services, with expertise spanning invasive weeds, landscaping, winter gritting, and more. They wanted to increase brand visibility, strengthen their reputation among facilities managers, and expand recognition within both trade and mainstream press.

Our Approach

Defero partnered with Grounds Care Group to deliver a comprehensive PR and marketing strategy. Central to this was identifying topics that would resonate with facilities managers, property professionals, and homeowners alike. We focused on producing high-quality editorial content around key issues such as Japanese Knotweed, invasive weeds, grounds maintenance, and winter gritting.

Our work involved:

  • Editorial Content: Generating thought leadership and feature articles targeted at FM trade press as well as vertical and horizontal publications. Examples include features in FMUK, Facilitate Magazine, Tomorrow’s FM (Industry Comment) and Housing Executive (Issue 12).

  • Press Releases: Crafting announcements to raise the company’s profile in the regions where it operates.

  • Survey Campaign: Designing and promoting a homeowner survey on attitudes towards Japanese Knotweed, including whether sellers would disclose infestations. This story gained national coverage in the Daily Express and regional titles such as RDG.Today.

  • Ongoing News Stories: Supporting regular announcements, such as Grounds Care Group’s environmental partnerships covered by FM Business Daily.

  • Broader Marketing Support: Running telesales campaigns, managing regular e-shots and maintaining their database of contacts, providing graphic design support, and delivering a complete company rebrand.

Results

Through this integrated approach, we helped Grounds Care Group secure sustained media coverage in FM and related sectors while also breaking through to mainstream national press. The Japanese Knotweed survey in particular delivered headline-grabbing results, significantly boosting brand awareness and trust. Combined with ongoing thought leadership, case studies, and marketing support, Defero ensured the business could reach new audiences, reinforce credibility, and present a modernised, professional brand identity.