Tag Archives: HQ

The Prince’s Trust gets swept away with video campaign

29 Sep

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Today marks the launch of a new campaign at Prince’s Trust HQ. We’re celebrating everything Enterprise, as we look to encourage young adults to set up their own business. Dull, boring and disengaging? Wrong.

Working with creative agency Nonsense, and funded by RBS , we’ve created three spoof infomercials bringing to life a series of terrible business ideas. You know, the ones that wouldn’t make it onto the brainstorm flip chart – despite the mantra ‘no idea is a bad idea‘. And, it works. Take a look for yourself.

A toothbrush, hairbrush, toilet brush and broom all in one, there’s more to this video than slapstick comedy. Behind the scenes, the PR, marketing and digital teams have been working closely (even crossing over at times) to ensure our ‘outside our comfort zone’ multi-media content is working as hard as possible to reach the right people: 18-30 year olds. Here’s how:

Digital
The Brush it All video celebrates the start of a three-week digital campaign – our biggest push ever – and to make this possible we’ve strengthened our existing business content to sit alongside the videos. From Enterprise programme enquiry forms to business plan templates, we’ve made the collateral easier to find and use thanks to our new landing page.

PR
Making the most of our campaign news hook, the PR team has also created case studies of young people who’ve previously completed The Prince’s Trust Enterprise programme and gone on to business success. To be featured on the website and sold-in to national, regional and local press, these stories will bring to life what we we’re trying to achieve and tick the box for peer to peer marketing.

We’ll also be sharing the stories of the Enterprise ‘heroes’ on the other side of the coin – The Prince’s Trust business mentors who provide two year’s support to every young person who seeks to develop their business idea- to maximise coverage opportunities.

Celebrity
This isn’t a category that I usually highlight when reviewing campaigns – especially when there’s still a debate as to whether it’s stats or celebs that people respond to more. But, with a host of celebrity ambassadors supporting The Prince’s Trust, the team has leveraged business tips from self-made figures to inspire young people. Think Kelly Hoppen , Jamal Edwards, Levi Roots and Jamie Oliver. As well as being rolled out online, this content will also generate consumer coverage.

Social Media
We’ll also be engaging with the celebrities on our social media channels. But, it’s not just a case of us, or them, pushing the video out with a campaign hashtag (although, not to leave any stone un-turned we’ve got one of those as well: #MyBigIdea), we’re using YouTube, Twitter, Facebook, LinkedIn, Instagram Pinterest and Google+ to share exclusive ‘behind the scenes’ content and connect with followers by feeding into business-related conversations.

So, with all of this, a dash of digital advertising, e-marketing, and internal comms, we’ve come up with a recipe for success. What do you think? Does Brush it All inspire you to start your own business?

Drop me a comment with your thoughts and continue to check YouTube for the other videos in the series over the coming weeks. They’re awesome.

Brush it All

The Prince’s Trust presents Brush it All

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PRs: How to host the perfect journalist meeting

24 Jan

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There’s no doubt about it. When you’ve been in the PR game for a while, you get lazy. There’s no one turning point as to when this happens, but it’s not too long after you’ve found the gem of a journalist that will put something online moments after you’ve sent it – and they’re nice enough to send you the link. When you have relationships like this, why try?

The answer’s simple: to produce results that go beyond simple coverage cuttings.

With many clients cutting back on PR and marketing budgets, it’s vital that teams show they’re adding the type of value to clients that shows up on their bottom line. That, my friends, is platinum PR (nothing fluffy about it).

Today, I met with a trade journalist to better understand how I can improve my clients’ share of voice within the magazine and connect with its readers.

Don’t take these meetings for granted.
Here’s some tips on how PRs can host the perfect journalist meeting:

1. Make them feel special
It’s not always effective to take time out of the office to meet with just one journalist, but the editor of this B2B title felt flattered that I’d gone out of my way to find out how I can meet her editorial needs. She was so charmed, she bought the coffee for me!

2. Go to their neck of the woods
It’s obvious, but meet in the place that’s most convenient for them. They tend to be more relaxed knowing they’re close to HQ.

3. Come prepared
However well you think they know your client, bring a press pack full of details about the business, along with information on projects and case studies they’ll be interested in. If it’s not relevant to them now, it will be later.

The editor was also touched that the information was personalised for her. Again, a small gesture that goes a long way in showing that you’re genuinely interested in developing a longstanding relationship with the title.

Also have a latest copy of the magazine with you. Think of it as a shield. You wouldn’t go into battle without one, would you?

4. Share the floor
The best PR/journalist meeting is where both parties have something to gain. Talk a bit, listen a lot and talk again to ensure you’re sharing the conversation.

5. Don’t think you know it all
Bounce ideas off each other and discuss the sorts of things the editor and the client would be interested in pursuing. I’d never have thought from my meeting, she’d be offering my client space on a table at an influential industry event. Or, willing to do an industry profile on the business I’m representing (a spot that’s normally reserved for advertisers.)

A little bit of thought goes a long way – and pays plenty in PR value.

What are your tips for when dealing with journalists?

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