If you have a service to launch or a campaign to deliver, a good marketing and PR strategy is an essential part of the planning process. Your goals and objectives need to be clearly mapped so that the effect of your actions can be measured. We can help with carefully considered marketing and PR strategies designed to get the outcome you need, within your defined budget and timescales.
Getting Beeston ready to Go! Campaign
In addition to winning the contract to design and manage the branding of the Beeston BID’s publicity materials, we also took on the challenge of bringing together the 450 eclectic businesses in the BID area to vote on whether the initiative should go ahead or not.
We created a campaign schedule incorporating a variety of communication elements – newsletters, postcards, website updates, press releases and media involvement to make the town’s businesses aware of the plans and update them on a regular basis. The campaign first had to; appeal, engage, inform, inspire and finally, call them to action. It also had to transmit positive vibes to take everyone along on the journey.
One of the big challenges was the General Election planned for May 2010 - this meant we couldn’t use the words Vote or Yes as the businesses would be fed up with hearing these words by the time of the BID ballot in June, and therefore they had the potential to have a negative kickback on our campaign. Instead we branded the campaign with the theme of running towards a final goal and winning: The first newsletter was entitled – ‘On Your Marks’; the public meeting was called ‘Get Set to GO’; and the vote in June will carry the very positive ‘GO! Beeston’.
BID Manager Matt Robinson is very happy with the results of our marketing strategy so far, saying: “One of the key factors of our success so far in Beeston is the backing of a great marketing and PR company. I highly recommend PNDesign. Paul and his team understand BIDs and have done an outstanding job for me and also made my job a lot easier.”
Remember: Lock up when you go out!
This campaign was devised and delivered by our PR Manager Vivienne Tregidga for the Safer Nottinghamshire Board at the County Council in 2009. Vivienne linked in with 13 agency members of the Safer Nottinghamshire Board and researched what the first of three campaigns were to be. It became clear that opportunistic burglary was high on everyone’s agenda and that a campaign to reduce it was needed. In the north of the county (where there was a particular hot spot of crime) this campaign reduced opportunistic burglary by 66% in the first three weeks of it going live.
Working with the police Vivienne constructed the ‘Remember’ Lock up when you go out’ campaign. It might sound very simple but that’s where its strength lies. The branding is black and yellow – signal colours from nature heralding danger. These colours are also used in other signal campaigns (e.g. THINK ! road safety) so already have strong resonance with the public.
Vivienne created a Tool Box for agency staff to deliver the campaign across their areas comprising: Posters for the side of refuse trucks, Magnetic posters for police vehicles, Pull-up banners and exhibition stands, Press releases, Interviews with prominent police figures, Radio adverts, Leaflets giving practical advice on what burglars look for, how to prevent being a victim and advice on what to do if you are a victim of burglary. The Tool Kit also included a PR strategy that plotted how, where and when all the elements were to be used throughout the year, and advice on Media engagement and management.
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