Hill’s Panel Products is one of Cornerstone’s longest standing clients – you could say we’ve grown up together!

HPP is a rapidly expanding national furniture component manufacturer, yet another great British firm we have the privilege of working with.

We’ve been helping to put them on a pedestal thanks to some extensive and well-deserved media coverage to champion their market-leading status and industry expertise.

In fact, we’ve managed to secure them an audience of well over a million in recent times.

The outcomes are a result of strategised PR planning which was targeted to hit industry, business and news media.

Find out more about the phenomenal success of this family-owned firm built from scratch, and the part Cornerstone PR is continuing to play…


A family-owned business with strong growth and ambitions

So, let’s start by telling you a little bit more about HPP.

As you’ll see throughout this piece, HPP is an incredibly dynamic and focused company, ensuring we’re never short of news to shout about!

Based in Oldham, Greater Manchester, and with a second distribution centre in Sheffield, HPP is family-owned business founded in 1991.

It serves the national UK fitted furniture industry and has grown considerably over the years, now employing over 200 staff and serving over 2,000 trade and industry customers.

HPP manufactures and distributes its own fitted furniture ranges and also distributes products and accessories by other leading British and continental European furniture brands.

Its clients include fitted furniture installers, furniture showrooms, property developers, architects and interior specifiers.

HPP recently invested £3m in a new vinyl-wrapped doors production line to boost manufacturing capacity and ultimately turnover, as well as supporting a strong focus on customer service excellence. And yes, our PR team handled the media coverage and gained impressive national, regional and local exposure.

No surprise HPP’s mantra is ‘To be the best supplier in the furniture industry’…


Getting PR creative

HPP is a perfect example of a Cornerstone client understanding and embracing the potential of PR.

They routinely placed press advertisements in national trade magazines and filtered through product news.

But our PR team knew they had much more to offer and set about strategising alternative methods that would establish HPP as thought-leaders within the furniture industry and UK business community, as well as elevate HPP’s profile.



Give them what they want

As former journalists our PR team understands the media on many levels.

Identifying its needs and thought processes is a valuable insight.

Publications are often bombarded with press releases so it makes sense to provide relevant, stand-out content their audiences will want to read.

We set about forging relationships with contacts across key furniture industry media while closely monitoring trends and opinion within the market.

This snowballed into a new PR direction for HPP and allowed us to position its insightful and intuitive management team as opinion leaders and forecasters, which the industry and business media could easily turn to for trusted commentary. 

This diversified method of PR has packed a real punch for HPP.

Headline coverage includes managing director Keith Wardrope featuring on the front cover of Kitchen & Bathrooms News magazine, and KBB Review magazine requesting the company’s response to the coronavirus pandemic for an online feature.

The lockdown article ensured HPP’s presence was maintained at a time when business audiences were searching for trusted, authoritative information, useful advice and industry insight during such unprecedented times.

We’ve also helped them secure business commentary in the highly regarded Financial Times, as well as print and digital coverage across leading national UK trade titles including Essential Kitchen and Bathroom Business.

These have earned HPP a combined audience reach of well over one million as well as filtering through to a large number of key decision-makers in the furniture sector and allied industries.

Engaging regional and local business and professional audiences – as well as the public at large – is equally essential for a solid PR strategy.

We’ve secured widespread print and digital coverage in influential regional publications for HPP including The Business Desk, Insider Media, Manchester Evening News and Greater Manchester Chamber of Commerce’s website and magazine, The Business.

Print and digital exposure in trusted local publications including The Oldham Times, Oldham Chronicle and the Saddleworth Independent has also benefitted HPP in terms of recruitment, staff morale, public awareness and reputation.


It continues to add up

All in all, a creative slant on PR combined with traditional press release company news elements has gained vast exposure for the firm and helped to reposition and elevate the HPP brand.

Coverage has been both financially valuable compared to paid-for advertising and worth its weight in gold when it comes impact, influence, brand image and reputation.

Our PR success with HPP is a highly productive process which shows no sign of stopping.

It’s been a fascinating and rewarding journey so far. We’ve opened many doors along the way, and we’ll continue to draw on their fantastic source of insight, knowledge, expertise and co-operation to ensure we open many more.


Want to find out more about our PR services? Click here or get in touch at clients@cornerstonedm.co.uk.


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