For anyone operating in the world of
public relations or communications
GREEN would recommend that you look
at the principles behind Barak Obama’s
campaign for the White House and how
they can be applied to your own
Keep it simple and be consistent. Stick to your objectives. Obama’s campaign
Everything about the Obama campaign was was rigorously committed to its objectives and
big and yet simple. The big ideas addressed every aspect of activity was focused on
core issues that are crucial to the majority of achieving one, some or all of them
Americans. They were communicated and simultaneously. Not only did it achieve the
addressed in a really simple way – primary objective of getting people to vote for
consistency and simplicity ruled together for Obama, but the campaign also successfully
maximum effect. achieved its fundraising objective - more than
Stay true to your message. Change was the £500m dollars.
one word that summarised the campaign and Get to the people that matter. At the heart of
was referred to again and again. The prospect the campaign was a quest to embrace and train
of moving away from a Republican local people to build volunteer bases in
government for the first time in eight years different communities – this led to one of the
symbolised it all: change – that, in turn, led biggest grassroots campaigns in the world
people to believe in change for the good. By today. Individual advocacy is the biggest
simply staying true to the message, the driver of sales – turning one supporter into an
campaign created a ground swell of opinion advocate was worth at least 10 votes, as the
that it was change that was needed to win. results show.
Obama’s website is even called change.gov.
Make people feel empowered and Getting the language right. Every element of
involved. This was the real secret of its the campaign used language that captured the
success. Every single person involved at the audiences and had maximum impact – the
grassroots was made to feel like he or she had choice of words and tone had to be in harmony
a role to play. Whether participating in a rally, with the campaign’s overall vision and
donating or training, the campaign ensured messages. It was about using few words for
that voters became the most important maximum effect – Yes We Can, For the Change
participants and felt like their contributions We Need...
really mattered. Every piece of
communication was personally addressed to
the recipient with a personal message of Mass integration. Undoubtedly the mass
thanks from Obama. integration of all forms of communications and
data gathering are mutually beneficial
Refine your data gathering and completion.
components of a cohesive political operation.
Such was the scale of the compilation of data
This was the key to the campaign’s overall
that the campaign’s different hits reached
success. It shows that consistency and a
millions every time. A centralised online
conjoined approach works. To say it broke new
database meant every detail was recorded
ground would be an understatement.
and allowed for easy cross-referencing of
information and creation of lists to target
specific groups, ensuring that the commun-
Protect your brand. It’s all very well building
ication was right on target every time
up a successful brand but it is as important to
Embrace different media forms. Obama is ensure that you maintain and protect it. With
the “king of social networking”. During the expectations now well and truly raised, that is
general election 46 per cent of Americans what we will all be watching for. Obama’s next
used the internet to get information. As a challenge is to protect his reputation which will
result, online activity including YouTube, be another fascinating story to tell…
myspace and FaceBook were used to
GREEN offers intelligent ideas, passionately delivered to a set of values that
define who we are as individuals and as an organisation. We extend our clients’
thinking and make their brands, marketing communications and public
relations work harder, enabling them to be successful in a tougher, more
You cannot have an excellent organisation without excellent communications.
That is what we deliver to our clients guided by our expert skills, time, contacts
and networks, and by our values:
• our paranoia about achieving the best results for our clients
• telling things straight, built upon genuine, committed relationships
• using intelligent thinking and creative flair to add value
• accepting our responsibility to make best use of resources and opportunities
• seeking to make the lives of our clients, colleagues and community better
We aim to be strategically creative, tactically effective and "fun". GREEN
practises what it calls three-dimensional communications. We see our clients in
the widest context – from the workforce right through to the end user. We
provide tangible strategic advice through our work. But that is only part of the
story: we live and breathe communications for our clients.
When a client takes on GREEN it gets a team. Each client enjoys a dedicated
account manager for the day-to-day activities and to progress the agreed
programme of work, who is in turn supported by an account executive. In
addition, there is further support from a director who is responsible for the
initial strategy and for keeping a watching brief over the account.
There is always a wider network of expertise to call upon, providing the client
with the best people for the right price. GREEN operates according to strict
standards of service.
Building your profile, managing your reputation, communicating with your
markets - they all depend on the media.
Public relations and media relations is one of the cornerstones of the GREEN
service. We use the power of the media - newspapers, magazines,
broadcasters and social media - to communicate your messages to your target
We work in partnership with our clients to ensure the right message is being
given to the right people at the right time to generate positive coverage to
underpin your corporate and business objectives.
We have extensive experience of providing pro-active, hardworking, cost-
effective and successful media relations programmes for a broad range of
clients. We also provide support in the following areas:
Marketing services: GREEN can provide objective, impartial advice, to give
strategic direction to your brand and campaign, or produce high quality
collateral, advertising and direct marketing campaigns. It is all about getting
the maximum attention of the public by using minimal resources.
Social Media: The internet is changing. It is no longer a place where passive
audiences read online news and reviews. It is becoming a place where active
audiences take part in a conversation – through blogs and social networks.
GREEN is a leader in the field of social media and emerging Web2.0
technologies. You can’t control these conversations, but with GREEN’s help you
can engage with them and help shape them to accurately reflect your brand.
Crisis Management: At GREEN we have an unrivalled track record in helping
clients to deal with a major crisis. We can work with your management team to
effectively prevent today's problem becoming tomorrow's crisis.
Graphic Design: GREEN prides itself on highly creative graphic design. From
corporate identities and branding to leaflets and brochures, from exhibitions
and newsletters to packaging and websites.
Brand Workshop: Far too often organisations do not make their most precious
asset work hard enough for them. Brands and corporate identities can take
years to build up, and just seconds to convey the right message. From a simple
logo design to a fully detailed corporate identity manual, we can provide you
with a full Brand Workout which ensures your brand messages are fit for
Community relations: Never forget that the local community is a stakeholder
in your business. For public bodies such as local councils and government
agencies, communities are often the critically important audience because they
will be directly affected by a decision or a policy. GREEN has a wealth of
experience and expertise in dealing with the community when there are
sensitive issues to communicate.
Internal communications: We all say it. Our people are our best asset. But too
often we keep them in the dark when we know that illumination gets the best
out of them. Effective internal communication must reflect the style and values
of your organisation, provide information, be motivational and result in
improved overall performance.
Events management: Sometimes you need a big splash in order to make an
impression. A launch event can bring together many strands of your public
relations strategy, enabling you to meet key people face-to-face, impress them
with the quality of the event and provide a good story for the media. GREEN is
experienced at planning and managing events to ensure they meet your
objectives - and occasionally surpass them!
GREEN Communications has worked with a wide range of clients in a number
of sectors. We have delivered award-winning public relations campaigns
delivering fantastic results for our clients. We have designed outstanding
brochures and other marketing collateral, built compelling websites and
created memorable brands. Here are a few of them:
Redcats / United Utilities / Northern Gas Networks / Warburtons plc / Greens
Health & Fitness / NetConstrct / The Wensleydale Creamery / LINPAC Plastics
Yorkshire Water plc / Netto Foodstores / Pace Micro Technology / Grant
Thornton / Rollits / Nabarro Nathanson / Brooke North / GVA Grimley
Partnership Investment Finance / McInnesCorporateFinance / Ernst & Young
Yorkshire Housing Group / Enterprise Insight / Learning & Skills Council
Univentures / Yorkshire Forward / South Yorkshire Investment Fund
GraduatesYorkshire / Yorkshire Universities / Yorkshire Tourist Board / Best
Western / Fuelmyblog / First / Business Link / West Yorkshire Police
Calderdale Health Authority / Calderdale Council / Strulch / Leeds University
Business Schools / Northern Leadership Academy / Gamestec / Danoptra
Euro Car Parts / ByBox / PicPac / Platinum Rails / Park Cake Bakeries
Swarcliffe & Brunel Housing / Mini-Roles / Quickplay Sport / Prostar
In September 2003, after almost 20 years under the with follow up materials relating to planned sponsorship
control of Scottish Courage, the Theakston family sought opportunities previously identified – the largest of these
to acquire the Masham-based brewer they gave their being the launch of the Old Peculier Crime Novel of the
name to. Year to coincide with the Harrogate Crime Writers Festival.
The family, led by Simon Theakston invited GREEN
Communications to devise a public and media relations Implementation
programme that positioned the new business as an
independent family brewer. Liaising with the Scottish Courage Press office
The key objectives therefore were to position Theakston which,under Stock Exchange rules was bound to make the
as the premier brewer of quality cask ale in the UK and re- announcement to the markets, GREEN held various talks
position the company as a “born-again family business with target media to prepare them for the announcement of
resurrecting old traditions and values”. the deal.
Target media included all regional morning, evening and
Planning & Research weekly titles; all regional TV and radio; trade press;
CAMRA titles; and nationals.
GREEN identified the need to focus on the “family” and the GREEN also arranged for several one-to-one interviews
return of one of Yorkshire’s most famous brands to the with the Theakston family and established a portfolio of
Theakston fold – Under Old Management—and reinforce strong photographic images to accompany all press
the traditions associated with the brand. materials.
We also considered the various issues that would be
thrown up by an historical schism created by a Theakston Results
family split 20 years previously when Paul Theakston
established the rival Black Sheep rival. Coverage of Theakston: Under Old Management was
Directors Simon Theakston and Collin Wood were given outstanding. It is calculated that the coverage generated
an intense media training session over a two day period to was worth in excess of £750,000. Key outputs included
prepare them for press, telephone, radio and TV coverage by all regional media - frequently as a front page
A series of press releases were prepared together The story even made it on to the Wall Street Journal, BBC
Look North, The Today Programme and BBC
Newcastle allocated more than four minutes to the story
band subsequently commissioned a follow-up piece.
Similarly Yorkshire TV’s Calendar did two features on the
buy back and one-to-one interview with Simon Theakston
and the staff.
The Guardian – carried a full page story and dedicated a
Leader to the buy back drawing positive association with
the current discussions about the world trade agreement.
CAMRA directly re-engaged with Theakston and local
correspondent, Barrie Pepper wrote several subsequent
Interest in the story remains high and subsequent
sponsorships, including the launch of the Old Peculier
Crime Novel of the Year, continue to maintain momentum
in the media.
Simon Theakston, Managing Director,
Theakstons, said: “GREEN was
instrumental is re-positioning our
business in the eyes of the beer drinker
and the landlord and helped reinforce all
the values associated with our brands.”
Graduates Yorkshire is an online graduate recruitment Planning
company providing a recruitment service to meet the
growing demand for graduates in SMEs and, with its Early on GREEN recognised it was important to co-opt a
growing success, its services later expanded to help series of advocates who would support the Graduates
employers of any size. Yorkshire. GREEN approached a number of politicians,
Graduates Yorkshire was spun out of the Careers Service business leaders and student groups.
of the regions 10 universities which retain a stake in the GREEN also began talks with key media offering them
social enterprise. exclusive coverage on the different stories generated. We
In January 2007 Graduates Yorkshire re-launched its also sought to create a strong online presence making
website and was spun out from the region’s 10 university best use of Web2.0 and social networks – Facebook in
shareholders a stand alone social enterprise business. Key particular.
objectives included: Research was also commissioned by leading economist
Professor Mark Hepworth and demographics expert,
• Position GraduatesYorkshire as the first port of call for Martin Frost called Graduates Economies in Britain which
employers in the region seeking graduate recruitment. would lend weight to the Graduates Yorkshire cause.
Meanwhile, a series of launch events were organised at all
• Drive traffic to the website through creative use of public the key universities to which students and employees were
and media relations and guerrilla marketing techniques. invited.
All the above was to be supported by a steady stream of
• Engage with, and encourage Yorkshire business to press materials, including features and case studies for all
recruit from the region’s student cohort. targetted media.
• Ensure more students graduating from the region’s Implementation
universities take up employment in the region.
GREEN developed a launch event in Leeds to publicise
• Engage directly with the region’s business community – the publication of Graduates Economies in Britain to which
creating a powerful peer-to-peer community through the all leading regional and recruitment press were invited.
GraduatesYorkshire website. Forward planning and feature calendars were notified to
spread the message.
GREEN also created a dedicated weblog which integrated several social media tools including Facebook, Flickr and a
discussion forum as well as Digg, Technorati and Del.icio.us ranking tools.
Additional materials and functionality were also added to the Graduates Yorkshire website. A programme for a regular
drip feed of press materials and interviews with key titles was also put in place.
GREEN brainstormed a series of creative story angles to target different media. These included:
Independent Research – GREEN and Graduates Yorkshire commissioned by leading economist Professor Mark
Hepworth and demographics expert, Martin Frost called Graduates Economies in Britain which would lend weight to
the Graduates Yorkshire cause.
Picture This! – A photography competition was launched as part of a month long road show attracted significant
through the website encouraging students to send in their audiences and support from local SMEs.
images of the region. Users of the website were invited to During the period traffic to the Graduates Yorkshire
vote on their favourite. website rose by 20 per cent on previous years – crucially
with major employers signing up to the service including
Me & My Graduate – GREEN developed a series of HBoS, Asda, the NHS as well as the target market of
real-life case studies based of graduates who had met SMEs.
their employer through the Graduates Yorkshire website.
Regional Road Show – A road show launching the
Graduates Yorkshire service held events in Sheffield,
Leeds, York, Hull, Bradford and Huddersfield.
Phenomenal regional press coverage was achieved,
including interviews with Martin Edmondson on BBC Radio Martin Edmondson, Chief Executive of
Leeds and several other local radio stations.
Crucially the Human Resource trade press also carried
Graduates Yorkshire: “GREEN has
stories about Graduates Yorkshire’s re-launch as social worked hard to deliver a fantastic PR
enterprise. The total AVE is calculated as £195,595 campaign generating huge interest in
Significant broadcast coverage was achieved including
mentions on BBC Radio Leeds, Viking Radio and Minster Graduates Yorkshire. They had a very
FM. Graduates Yorkshire continues to attract more than precise and logical plan and delivered
350,000 monthly average web hits. perfectly on that as can be seen by the
During the course of the campaign GREEN generated
considerable coverage in key media. The events held rise in traffic to our service."
Situated in the market town of Hawes in the heart of the casts; and other UGC.
Yorkshire Dales National Park, The Wensleydale GREEN also made best use of online social networks like
Creamery prides itself on being the only maker of real Flickr, Facebook and other feeds to add to the
Yorkshire Wensleydale cheese in the World. “conversation”. Our aim was to use social media as a
GREEN was tasked with devising a creative campaign to platform to spread the “conversation” about Wensleydale
support The Wensleydale Creamery’s bid for Protected and translate that into genuine deadwood media coverage.
Designation of Origin (PDO) which aims to promote and A petition in support of the campaign – available online
protect food products in the EU. Under PDO rules and at the visitor centre – was also put in place.
manufacturers of cheese based outside Wensleydale,
North Yorkshire, would be banned from calling their Implementation
cheese real Yorkshire Wensleydale.
PDO status for The Wensleydale Creamery would protect
the regional heritage of real Yorkshire Wensleydale GREEN developed the Wensleydaleblog– using the
cheese. It will also help to ensure that consumers are WordPress blogging platform - which integrated several
getting the genuine article – a hand-crafted cheese made social media tools including Facebook, Flickr and a
in Wensleydale. Key objectives included: discussion forum, as well as Digg, Technorati and
• Successfully promote and support the Creamery’s bid for Del.icio.us ranking tools. We also included an RSS feed to
PDO status allow visitors to subscribe to our feeds.
• Build and maintain brand profile with key multiples and The blog also made tactical links with other partner sites
independents including the Yorkshire Dales National Park, British
• Increase sales across the Real Yorkshire Wensleydale Cheese Board, Wallace & Gromit and the Yorkshire Post
range which launched their own “Uniquely Yorkshire” campaign
• Generate significant news coverage in consumer and in support of Real Yorkshire Wensleydale ensuring regular
trade press coverage. They also developed a dedicated website in
support of the campaign.
From the beginning GREEN was determined to spread the An entry for Wensleydale cheese was also accepted by
word about Real Yorkshire Wensleydale via the web and Wikipedia which further added online authority to the
through emerging social media, making best use of a campaign. Elsewhere, GREEN established an online
dedicated Wensleydale blog; the blohosphere; wikis; pod- petition for those wishing to support the PDO
campaign and launched a series of
competitions to get people involved. A
podcast of a poem – To Make
Wensleydale Cheese - written by
Yorkshire poet Ian McMillan also
generated further traffic and media
GREEN brainstormed a series of
creative angles to be used on the
website. These included:
• Wensleydaleblog – A dedicated weblog
was created and updated regularly with
news about PDO and other
developments at the Creamery. Other
social media tools were also used
including Facebook and Flickr.
• Online Petition – An online petition was
created inviting visitors to add their
• Wensleydale Cookery demonstration –
More than 60 consumer and cookery
writers were invited to an event at Nat
Mags House where celebrity chef Brian
Turner demonstrated a range of
Wensleydale recipes. Pictures of
the event were posted on the Wensleydale Flickr account. Significant broadcast coverage was achieved including
• An Ode to Wensleydale – Yorkshire poet Ian McMillan mentions on BBC Radio 4’s flagship Today programme;
was commissioned to write a poem in praise of Yorkshire’s BBC Radio 2 news and GMTV news. Locally there were
favourite cheese. several features on BBC Look North and Calendar.
• More Wensleydale Gromit! – Britain’s favourite plasticine Wensleydaleblog continues to attract more than 400
characters and cheese fans, Wallace & Gromit were unique visitors a week. Visitors can leave messages of
approached for their support and a post was placed on the support, sign the online petition and upload pictures and
site. recipes. A podcast of Ian McMillan’s poem in praise of
Yorkshire’s favourite cheese was also broadcast on the
Results site and formed the basis of a poetry competition – which
generated further press coverage.
More than 18,000 people signed the petition in support of
Phenomenal press coverage was achieved, including a the campaign and this was delivered to Westminster. The
news piece and a supplement in the Daily Telegraph; The PDO application is due to go to Brussels once approved
Times; The Daily Express and BBC News online. by DEFRA and the final decision is due later this year.
Extensive regional coverage was achieved in the Yorkshire Wensleydaleblog continues to be updated.
Post; Yorkshire Evening Post; Northern Echo and
Darlington and Stockton Times. Coverage was achieved in
numerous trade titles, including The Grocer; Food Industry
News; Food Manufacture; Fine Food Digest; Dairy
Industries International; Farmers Weekly and International David Hartley, Managing Director of the
Sandwich and Snack News. Meanwhile, consumer Creamery said: “GREEN has worked hard
women’s press featured stories about the cheese and to deliver a fantastic PR campaign
associated recipes including Fresh, Delicious, Express
Woman, BBC Good Food and Country Kitchens. generating huge interest in the Creamery.
The Yorkshire Post launched their own Uniquely Yorkshire We have been particularly impressed by
campaign with a dedicated website in support of the how the blog has generated so much
Creamery. This ensured regular coverage throughout the
campaign. The total AVE is calculated as £200,000. goodwill for our brand.”
NETTO is the UK’s leading value retailer with more than NETTO as being a cheap, poor quality retailer appealing to
150 stores throughout the UK. It offers customers value lower demographic shoppers. These perceptions were
and quality in equal measure through its Smart Shopping based on un-informed prejudice as many of the
philosophy of offering a leading brand and NETTO’s own respondents had not even entered a NETTO store. The
brand alternative. more positive reaction came from men who were keen on
Conscious of the gap between Danish perceptions of buying major brands at low prices and had no concerns
NETTO – where it is regarded as part of the mainstream about where they shopped. They were smart about
shopping experience appealing to all shoppers including shopping.
the middle class – and the UK, where discounting is still
frowned upon, GREEN conducted an on-going media Implementation
relations programme addressing all aspects of the store
group’s brand, from new products, key personnel profiling, The overall strategy is based on engaging journalists with
new store openings, corporate communications and NETTO, bringing them closer to the brand and the people
promotions and competitions. behind it. The media relations programme focuses on
The aim of the communications programme is to illustrate quality of product, store openings, spot items and
how shopping at NETTO is a positive experience by corporate profile. Key to the programme were the
concentrating on the quality of the product, the best value following initiatives:
ethos and an efficient shopping experience.
The main objective of programme is to position NETTO as Quality Counts - NETTO is very proud of the quality
a genuine alternative to the major UK supermarkets and products it stocks and GREEN invested a great deal of
promote the quality and value of its product offering. time in bringing this to the attention of key consumer
journalists in the regional, national press and women’s
magazines as well as the trade press.
Tried & Tested - product samples – including wine - were
Comprehensive research was commissioned with AC dispatched to key consumer titles each time a product was
Neilsen, the retail knowledge group, to assess positive and launched in store or repackaged.
negative perceptions about the NETTO brand. This
showed that many consumers associated Store opening - NETTO has an ambitious store
opening programme and in the past 12 months has opened more 25 new stores across the UK. Each new store
opening is supported by an intensive media and press relations campaign in the local press and through door-to-
door fliers highlighting the benefits of Smart Shopping and current special offers.
Competitions - at each new store opening shoppers were offered the opportunity to enter a competition to win a
variety of prizes, including Smart cars, holidays and trolley dashes. These competitions were run in partnership
with the local press and radio.
Coverage in press – including The Times, The Daily Telegraph, The Independent on Sunday, Yorkshire Post,
Chat, Woman’s Own, Bella, Daily Express, The Grocer, Checkout and other leading titles - has been very
positive. In some cases the titles have editorialised the issue challenging British snobbery when it comes to
shopping at NETTO.
Recurrent headlines were: Store snobs pay the price, least two minutes each to the story. There was also a
Treat in store at NETTO, No frills thrills, NETTO for best significant online presence for the story.
value, Smart arrival of bigger thinking, NETTO makes Coverage culminated in a five minute package on the
supermarket sweep, NETTO’s smart move. Netto phenomenon on BBC Wales, when GREEN
Meanwhile, at a local level further coverage was generated facilitated visit to Netto in Denmark for the business
in local and regional press about the store opening correspondent. In this he reviewed the growth of Netto in
programme. Europe, Netto’s trendy antecedents in Denmark, the firm’s
Meanwhile, a separate launchinto Wales generated Smart Shopping ethos and the quality of food - all key
significant press coverage in The Western Mail (page lead messages for Netto.Estimated value of total editorial
with follow up features) and all key titles including Barry & valued coverage was £1.2m.
District News; Barry Post; Bridgend & District Recorder;
Campaign Blackwood/Newbridge; Campaign Caerphilly,
Ystrad Mynach & Bargoed; Campaign North Gwent; Netto Managing Director Claus
Campaign Pontypridd; Cardigan & Tivy-Side Advertiser;
Daily Post; Pontypridd Observer Group; South Wales
Waedeled: “GREEN have consistently
Argus - Newport; South Wales Echo; South Wales delivered excellent media coverage for
Evening Post and South Wales Guardian. Netto and have raised the companies
Significant radio coverage was also achieved and both
independent and BBC TV stations devoted at
profile far beyond our expectations.”
Wakefield Media Centre
19 King Street
Tel: +44 (o)845 4503210
Fax: +44 (o)845 4503211