Jangro.
New brand launch and media strategy
Thechallenge.
For Jangro, it was time to evolve and move away from static PR and repeating the same message through its comms. Jangro’s brief to us was to support the business in expanding its communications beyond the cleaning and hygiene sector and into key focus areas that support National Accounts growth and wider national recognition.
Jangro was already a well-established organisation with a strong reputation in the industry, and CEO Jo was a recognised and respected voice within the cleaning and hygiene sector.
The objective of our partnership was therefore to build on this existing foundation, visibility and credibility, and extend that authority into new sectors and audiences.
At the same time, Jangro was preparing to unveil a major rebrand at the London Cleaning Show. Jangro instructed Rumpus to support with a targeted press engagement event to support the launch throughout the trade press – enabling a full takeover across multiple verticals for maximum impact within the industry.
The goal of our brief wasn’t only about generating coverage, but building authority across multiple verticals and channels.
Insightand strategy.
Working closely with the Jangro team, we implemented the communications direction outlined in the original brief, supporting the business in extending its messaging beyond traditional cleaning press and into wider sector conversations.
Building on the priorities identified by Jangro, communications focused on bigger industry conversations, such as sustainability, workforce challenges, period dignity, ethical standards, and the future of facilities management. These topics resonate across sectors, not just within hygiene, because they address operational pressures and culture.
As Jo was already a well-respected voice within the industry, part of our role was to help amplify and extend that voice into new audiences, positioning her commentary around issues such as workforce fairness, sustainability and industry reform.
Throughout the programme, activity was delivered collaboratively with Jangro’s internal team to ensure messaging reflected the organisation’s existing expertise, priorities and strategic direction.
Alongside PR, the strategy also integrated events, advertising, SEO content and podcast opportunities to ensure consistent visibility across every touchpoint.
Results
Pieces of coverage
Coverage unique monthly visits
Coverage views
Advertising impressions
Organic search sessions
Average engagement time on website
Ourexecution.
Working as Jangro’s PR partner, we implemented a consistent press office function, delivering thought leadership, reactive commentary and sector-specific features throughout the year.
Instead of targeting only cleaning and hygiene trade titles, we targeted vertical publications aligned with Jangro’s priority audiences, such as education, FM, healthcare, retail, hospitality and sustainability, adapting the messaging for each sector’s specific pressures and priorities.
Alongside always-on press activity, we supported the launch of Jangro’s rebrand at the London Cleaning Show with a coordinated strategy. This included a strategically timed press release, proactive media outreach and an exclusive pre-show event for key journalists the night before the show to ensure the new brand identity landed.
We also supported Jangro’s presence at the show itself, including managing guests and drafting scripts for live episodes of its Keep It Clean podcast recorded on the stand, and arranging interviews with trade journalists throughout the event.
At a leadership level, we enhanced Jo’s existing strong profile and reputation through award submissions and targeting national press with thought leadership articles, as well as contributing to her recognition as a Northern Leader and strengthening her authority beyond the hygiene sector.
This collaborative approach ensured consistent visibility across sectors, formats and channels throughout the year.
Measurableimpact.
Over the course of our first year working as Jangro’s PR partner, the strategy delivered more than visibility – it expanded Jangro’s authority into new sectors, strengthened leadership credibility and supported national growth objectives. Across the first year, our PR drove:
- 56 pieces of coverage across trade, regional and national media, spanning all priority sectors, including education, facilities management, healthcare, hospitality, retail, sustainability and consumer.
- Coverage appeared on platforms with a combined 71.2 million unique monthly visitors and generated 273k direct article views, reinforcing credibility at scale.
- The London Cleaning Show rebrand launch alone secured 10 pieces of coverage, ensuring the new identity reached core audiences at a critical moment.
- Speaking opportunities for ESG Lead Daisy on the edie podcast, and for two National Accounts colleagues at Facilities & Estates Management Live.
Advertising activity delivered over 14,000 clicks and more than 323,000 impressions across sector publications, while LinkedIn campaigns drove over 1,000 website sessions.
SEO activity maintained strong organic performance, including:
- 110k active users
- 114k organic search sessions
- 5k users from organic search
- 3m 15s average engagement time
Beyond the metrics, Jo’s Northern Leader recognition and increased speaking and podcast opportunities cemented both her and Jangro as credible, forward-thinking leaders operating well beyond traditional hygiene media.