Client case studies
Brief
Jamie Oliver Ltd engaged us for a 12 month campaign to launch his new restaurant, Jamie’s Italian, in Guildford and to ensure that it gained as much profile as possible.
Action
We embarked on a media, social media and community action campaign, involving key consumer papers, websites and broadcast – BBC Radio Surrey and BBC Radio Sussex. This focused on arranging four Master Classes at two large State Schools in Guildford, and driving the media coverage flowing from them with very strong photos and comments from the children and their teachers. The schools are George Abbot and Kings College.
Results
We helped secure one of the most successful launches of Jamie’s chain opening around throughout the UK. Articles appeared in the Surrey Advertiser, its award-winning website, getsurrey.co.uk, the Surrey Times, Premier Magazine, Surrey Business News and both schools’ magazines and websites. In addition BBC Surrey covered the story and the Guildford Eye website reported frequently on the Master Classes. We also targeted BBC Surrey Facebook.
Client Comments
“We engaged PNPR to help us get involved with the local community in Guildford and to raise our profile. They did both, setting up Master Classes at two schools, getting us to sponsor a musical at George Abbot School, and fixing up kitchen visits and cook-ins with pupils. They secured us coverage on the BBC and in all the main local consumer publications and websites, including the BBC Surrey Facebook page and Guildfordeye.com. They were always proactive, professional and fun to work with and it is partly down to the excellent PR we enjoyed that Jamie’s Italian in Guildford has been one of the most successful launches in the chain so far. We’d heartily recommend them to anyone launching a new venture in Guildford.”
Dan Murton, manager, Jamie’s Italian restaurant, Guildford.
Brief
To increase the awareness of the Walled Garden at Loseley Park and to drive numbers to visit it.
Action
We organised a year long promotion with the Surrey Advertiser where they would carry a weekly blog by the Head Gardener, Burney, and a competition for free tickets to the garden and house during the spring and summer months. We also set up a Twitter account for the client and tweeted the link to every blog and also announced events at Loseley. We worked too on getting appropriate horticultural followers to the Twitter account, reaching more than 300. Lastly, we organised a Media Day at the garden with national, regional and local journalists/bloggers as well as the celebrated gardening expert, John Negus.
Results
The weekly blog has a reach of 40,000 unique users on the Surrey Advertiser website; we achieved coverage after the Media Day in the Surrey Advertiser; the Evening Standard; two interviews on BBC Surrey and BBC Sussex with a 5 minute eulogy by John Negus; a leader by the editor of The Guildford Magazine; a regular blog by garden expert Lisa Cox on her own site and the Surrey Life website; and three pieces in RHS Garden magazine and website.
Numbers of visitors to the Walled Garden increased year on year by 100 per cent from 1,500 and visitors to the House were up by 25%.
Client’s comment
“This was a staggering increase and I am sure that some of this was down to fine weather, but am also certain that it is also down to the PR. Many thanks for all your help, enthusiasm and interest, all of which are greatly appreciated by us all.”
Michael More-Molyneux, owner of Loseley Park
Brief
PNPR was appointed by Freetricity plc, a new solar panel company operating initially in Surrey and then across the South East offering households and commercial property owners a completely free Solar PV installation. PNPR were asked to help to raise awareness of the business in specific counties and to drive customers to the Freetricity website to register their interest.
Action
We advised on an ongoing media campaign, targeting key consumer and business publications, websites and BBC Radio through the regions as the campaign developed from Surrey to the rest of the UK.
Results
Over the last three months, PNPR has secured over 20 pieces of media coverage for the client including two interviews on BBC Radio Surrey and regular newspaper coverage in counties around the South East, including coverage in Kent, Hampshire, Berkshire, Surrey, Buckinghamshire and Sussex. There has also been substantial online coverage including a piece on the civil society website and on a specialist solar panel website.
The coverage so far from the work done by PNPR has created hundreds of new registrations on the Freetricity website. One article alone in Milton Keynes resulted in over 350 registrations.
Client’s comments
‘’We have been delighted by the newspaper, digital and radio coverage achieved by PNPR over the last few months and the way they have enthusiastically worked with us to promote our free Solar PV scheme. The brief we agreed together is being followed through methodically and developed as we go, with new deliverable ideas as we have moved from the local market to a more regional and national campaign. I have nothing but praise for the way they have’ underpromised and overdelivered.”
Paul Williams CEO, Freetricity plc.
DIAMOND LOGISTICS Couriers Surrey and Sussex
Brief
Get the name know among businesses to drive business.
Action
We set up Surrey Office Stars competition with the Surrey Advertiser in a bid to find Surrey’s best PA after finding through an online research project that they felt undervalued. We set up a panel of judges and sponsors, thereby engaging local businesses and interest. We used radio, the internet, direct mail and business pages to promote the competition with the final being held at Guildford’s Yvonne Arnaud Theatre.
Results
Three major articles appeared in the Surrey Advertiser and numerous publications such as Surrey Business News, delivering the client a return on investment of 10:1 and prompting a very positive reaction.
Client’s Comments
“PNPR has helped transform Diamond Logistics from a little known long established supplier to a well-known local brand. PR is a great method of marketing – giving more credence than advertising and leading clients to you rather than the other way round.
“Pound for pound I think it’s the best Sales and Marketing budget we have spent, ever. Paul and his team (esp. Vanessa) have great local and national media knowledge, innovative ideas and the ability to think out of the box, which is essential for a profile to stay fresh.”
Kate Lester, MD, Diamond Logistics.
Brief
To promote the very small, 2 office estate agents as honest professionals with expert knowledge of the local market and to help them grow.
Action
We immediately set out to position Seymours as honest brokers and consumer champions, establishing their credentials as experts and great value for money. This we did through setting up with the Surrey Advertiser a regular Property Clinic and a monthly blog on their website – the Seymours Market Report & Tips. We have also been writing weekly quotes with the agents for the Advertiser weekly property pages.
Results
Over the 12 year period we have looked after Seymours continuously we have helped them become Surrey’s Number 1 Estate Agent (medium size), as voted by the public in the Surrey Property Awards in 2011, and grow to no less than 10 offices.
Client’s comments
“We’ve been working with PNPR for 10 years now and that speaks volumes. They’re great value for money and have helped move us from ‘little old Seymours’ to Number One in each of the areas we operate in. We’re very grateful to them.”
Paul Rickard, Director, Seymours Guildford.
Remit
In a five day project Sanofi asked us to promote and publicise their black-tie Diamond Ball in aid of Teenage Cancer Trust (TCT). This took place in Guildford, Surrey in early November last year (2012).
Result
PNPR secured both the key speakers for the main event - Vicki Hansford, Paralympic medallist and manager of Team GB Paralympic Team at the London Games. The second speaker was Kenney Jones, ex-drummer with The Who, who answered questions from veteran broadcaster, Mike Read, whom we invited. All three gave their time free.
We also arranged for TCT and Sanofi to address local meetings of the Institute of Directors and Surrey's BEST Business Group, and organised ticket competitionss with the Surrey Advertiser and Surrey Life magazine, the region's two flagship publications. The Advertiser ran three pieces, Surrey Life two, and we also used our membership of the Woking Chamber of Commerce to have a sponsor's invitation sent out to 600 businesses.
Lastly, we secured, free of charge, gifts for the raffle and auctions from Kuoni, Ericsson, Colgate Palmolive, Jamie's Italian Restaurant and Genesis Publications, who donated a book worth £350. The Ball was a big hit, and afterwards the Surrey Advertiser devoted nearly a whole page to it, headlined: Diamond Ball proves to be a glittering success. 150 guests attended, raising £5,000.
Client's Comment
"PNPR did a great job in the results they achieved, and they helped make the evening a huge success.
"This was the 3rd time Sanofi has used PNPR and we really appreciate their utter professionalism and effectiveness in securing strong coverage, top speakers and high-value auction gifts. They really worked well with our in-house team and were always calm and good-humoured."
Dr Ian Weatherhead, Communications Director, Sanofi.
Remit
To raise the profile of Cloud Business, World-Wide Partner to Microsoft on Cloud, and MD James Butler in local, trade and national press.
Results
PNPR contacted 6 senior journalists at the FT and eventually a podcast followed, featuring James on the FT website. We also secured coverage in The Mail on Sunday, Mail Online, freshbusinessthinking.com, a double page profile in South East magazine, Surrey Advertiser, Surrey Business News and BBC Surrey.
Client Comment
“In the 6 days work that PNPR did for us, they achieved excellent results and gave us great value for money. They were brilliant and hats off to all their efforts.”
James Butler, MD, Cloud Business.
“PNPR has helped transform Diamond Logistics from a little known long established supplier to a well-known local brand. PR is a great method of marketing – giving more credence than advertising and leading clients to you rather than the other way round.
Pound for pound I think it’s the best Sales and Marketing budget we have spent, ever. Paul and his team (esp. Vanessa) have great local and national media knowledge, innovative ideas and the ability to think out of the box, which is essential for a profile to stay fresh.”
Kate Lester, MD, Diamond Logistics