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1238 Presentation


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1238 presentation

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1238 Presentation

  1. 1. An integrated offer Insight & Strategy Social responsibility Communications audits Crisis management Ideas generation Digital/Social media News generation Internal communications Broadcast navigation Media valuation Media campaigns Content generation Public affairs Media training
  2. 2. Our strategy
  4. 4. Sustaining the message
  6. 6. Your teamHamish Thompson Creative Director Former director of media relations at Dixons Retail (owner of Currys, PC World and Dixons)Nicola Carslaw Associate Director, Broadcast & reputation Former BBC consumer correspondent, commissioning editor, editorial advisor and consultantTracey Harrison Associate Director, Print Former Daily Mail news reporter, Daily Mirror consumer correspondent and property specialistJeremy Duncan Director, strategy and services Former managing director at strategic brand consultancy RadiusJames Horne Account Manager Social media specialistSue Emmett Associate, Broadcast & consumer Former newspaper correspondent, senior BBC broadcast journalist Specialisms include transport, consumer affairs and healthClare Wade Research Associate Qualitative research specialistA multi-disciplinary team of experts
  7. 7. Our diverse experience
  8. 8. Make do and mend In mid-2009, in the midst of one of the deepest recessions in decades, we took an idea to John Lewis that would have a transformative effect on the brand. We suggested that the retailer discourage shoppers from spending. As a platform for this honesty, we proposed that John Lewis partners rewrite the classic wartime pamphlet ‘Make Do and Mend’, a guide that was developed to help wartime households save resources and reduce cost.
  9. 9. Shifting the ‘spare tyre’ Sales of Pomegreat juice increase five-fold In our latest work with Pomegreat we have been focusing on the wide ranging health benefits associated with Pomegranate juice. We issued a release based on independent research which finds drinking the juice may shift problem areas of excess weight, in particular around the stomach.
  10. 10. Launching Britain’s lowest cost eBook reader We launched Asda’s eBook reader this week. At £52, the reader is the lowest cost model on the market – less than half the cost of Amazon’s Kindle. Initial coverage included the Daily Mail and BBC national radio. Sales have rocketed already!
  11. 11. Relaunching Milton Keynes Milton Keynes Council and Destination Milton Keynes asked us to come up with an idea to support a national drive to bring more tourists and visitors to their borough. Our story was covered extensively online, in the Daily Mail, Daily Telegraph, Daily Mirror (twice, including a double-page spread), The Sun and on BBC Radio 5 Live, Three Counties Radio and on Anglia Television.
  12. 12. The ‘Grankini’ Debenhams has for some time been championing the use of real images of real women in promotional material, banning the airbrush from photography, using size 16 mannequins in windows and more, as part of its celebration of real women and its rejection of unachievable, idealised imagery. We came up with the ‘Grankini’, a story that helped Debenhams and its customers to celebrate the human form in every shape and size. We achieved mass coverage on and offline.
  13. 13. Feed your family for a fiver This campaign highlighted the opportunity to create good quality family meals at low cost by buying your ingredients from Sainsburys. The campaign was a huge success and triggered associated broadcast advertising which was endorsed by celebrity chef Jamie Oliver.
  14. 14. The ‘C-thru-cumber’ In order to draw attention to Sainsburys specially grown; thin skinned cucumber, we labelled it as the ‘c-thru-cumber’. This catchy name helped the story to appear on a variety of websites and provided a significant piece in the Daily Mail.
  15. 15. Milk in a bag We generated national coverage for the launch of Sainsburys milk in a bag product. The product was not the first of its kind and despite being some weeks behind a well known rival, our launch gathered huge interest and was featured on the BBC Breakfast Show.
  16. 16. The “Delia Effect” We capitalised on the launch of Delia Smith’s new cookbook, “how to cheat at cooking” and stole a march on Sainsbury’s competitors by announcing the well-documented “Delia Effect”.
  17. 17. Mobile G2C technology Belfast based Lagan Technologies help local governments serve the everyday interests of approaching 60 million citizens. We announced their acquisition by US company Kana software and achieved widespread coverage across technical and B2B media in the UK and Ireland. This included BBC News, The San Francisco Business Times and Yahoo! Finance. We’re now working on the launch of a mobile app to get the public involved in improving their neighbourhoods.
  18. 18. Launching ‘Clearplay’ We were involved in the UK launch of Clearplay, a personalised censorship system which filters selected content out of films shown on DVD players. The technology automatically edits scenes containing nudity, violence, swearing, blasphemy and other offensive content according to a users individual preferences.
  19. 19. The Tiger economy FDKG is a specialist boutique advisory company operating in the Chinese luxury market. We provided media relations support and developed a release based on a study of shopping trends in Mayfair boutiques. The story was featured as a full page article in the Daily Telegraph and significantly raised the profile of FDKG’s summary report.
  20. 20. The ‘maternitree’ campaign We devised and launched the Maternitree Campaign for Twig Landscaping. Twig’s Maternitree scheme encourages family and friends to plant a tree for newborns and young ones. It remains highly successful and was endorsed by the Woodland Trust president and broadcaster Clive Anderson.
  21. 21. Consumer Choice Awards We devised the Reevoo awards, analysed the data, developed and executed the media strategy and delivered, reaching a combined print, online and broadcast audience of around 100 million. We scored wallpaper coverage for the inaugural customer choice awards, with page leads in all tabloids and mid-market papers, extensive online coverage and exposure on BBC Breakfast. The return on investment from the campaign was more than 50:1.
  22. 22. Currys to sell solar panels We announced Curry’s decision to begin selling solar panels on the high street. The story promoted a renewed interest in the technology and gathered widespread media attention. The sale of this product highlighted Currys green credentials and placed the brand as a supporter of environmentally friendly technology.
  23. 23. Total media coverageBroadcast Magazines - TV - Monthlies - National radio - Weeklies - Regional radio - Trade - SpecialistNewspapers Online - National press - Forums, blogs - Regional press - Social media: - Local press Twitter, Facebook etc
  24. 24. A comprehensive service• 24/7 media monitoring • Monthly media evaluation• Commissioning research • Cuttings service• Media planning/strategy • Creation and seeding of virals• Ideas generation • Product placement• Press release drafting • Corporate & financial support• Target lists creation • Media briefings• Distribution and sell-in
  25. 25. Dedicated account management• Initial start-up session • Day-to-day management• 24/7 telephone availability • Monthly management meetings• Contact/Status reports • Client briefings/debriefings attendance• Weekly conference calls • Launches/events representation
  26. 26. Strategy timetableStory threads / PR components Monthly calendar Planned timeframe Activity Major campaign key elements Media targets
  27. 27. MeasurementSAMPLE
  28. 28. 5 great reasons to use us1. We’re an award winning agency with an unparalleled knowledge and experience of business and consumer facing communications2. We go beyond brand mentions – we come up with big ideas, creating stories that engage and inspire to generate real interest and measurable results3. We’re exceedingly well connected with enviable relationships with journalists in broadcast, print and online4. We have an unrivalled understanding of the power of social media5. We’re guaranteed to get people talking about you!
  29. 29. ContactsJeremy Duncan+44 (0) 7973 159385Director of Strategy & Servicesjeremy.duncan@1238kmh.comJames Horne+44 (0) 7929 274280Account Managerjames.horne@1238kmh.comTwelve Thirty Eight Limited6 St. Peters StreetSt. AlbansHerts AL1 3LFT +44 (0) 1727