Documents disposal company shows how to do it by the book
A Belfast document disposal company features as a case study in a new UK marketing textbook.
ShredBank's branding and marketing case study appears in the fourth edition of Foundations in Marketing by marketing professors John Fahy and David Jobber.
ShredBank, based in Carryduff, specialises in the secure collection and shredding of confidential documents and also offers on-site document shredding.
Their textbook entry was written by Philip Bain, co-founder of ShredBank and Mark Durkin, professor of marketing at University of Ulster's Business and Management Research Institute.
The piece focuses on how the company gained a foothold in a market dominated by large, well established organisations.
Mr Bain said the three key elements were "positioning ourselves as subject experts, creating a strong, well-designed brand and focusing on corporate social responsibility".
Last year the company raised £25,000 for the Princes Trust and also has longstanding relationships with a number of enterprise agencies and education establishments.
Mr Bain believes inclusion in the book will raise the company's profile and boost its credibility.
He said: "We are honoured to be included in this highly respected marketing text book, which also includes case studies on a range of well known national and international brands."
Guinness, Ikea, Subway and Visa are also examined in the publication.