Pr Campaign Case Study

The success of public relations campaigns is not measured by the amount of media coverage you receive, the number of people on your database, how many visitors you get to your website, the number of followers you have on Twitter … the way to measure the effectiveness of your PR activity is by the impact on your organisation.  For example, you need to think in terms of: the resultant net effect on member numbers; more bums on seats at your events; the number of new member enquiries; how many leads are generated, etc, and depends on the objectives set at the outset of the PR campaign.

Before you decide to get in touch with me about working for your organisation, you understandably want to know my track record and more about the type of work I have undertaken and results generated.  To help you, I have provided a selection of PR case studies on projects I have devised, managed and implemented – (read more case studies of membership organisation activity).

European Institute of Golf Course Architects (EIGCA)

Company: Professional body for Golf Course Architects across Europe
Service: PR and Communications consultancy
Brief: to develop a strategy to deliver a new five year plan for the Institute
Activity: The EIGCA Council had finalised a new five year plan and was looking for support to help the Institute meet its goals for the membership. My role was to advise on the member and commercial partner offering and create a plan of action for the EIGCA to be the voice of the profession.

Award: This membership campaign won a Silver award in the Arts, Culture and Sport category, and a finalist in the Not-for-Profit category of the 2016 CIPR PRide Awards). Click to read an expanded case study

“We used Bojangle Communications to give us advice on our marketing strategy. We were renewing our five year plan so it was an ideal time to do this. We found Lindsey Collumbell to be very friendly but professional, and she listened to what we said and then gave us a lot of very good advice. Lindsey was a particularly good fit for us as she has a lot of experience working for/with membership organisations such as ours. We have quite different needs and requirements from commercial entities and she understood this. We cannot recommend her highly enough.” – Julia Green, Executive Officer, European Institute of Golf Course Architects

Aerospace Defence Space (ADS)

Company: Trade association for the UK Aerospace Industry (during my tenure the organisation was called The Society of British Aerospace Companies – SBAC)
Service: Head of Communications
Brief: To promote the UK Aerospace Industry and the capabilities of members
Activity: Click to read an expanded case study

Association of Chartered Certified Accountants (ACCA)

Company: Professional body for Chartered Certified Accountants
Service: Regional PR Coordinator
Brief: Promote the ACCA and capabilities of its members across the UK
Activity: Using a network of spokespeople across the country – taken from the ACCA’s District Societies – regular media coverage was gained which emphasised the importance of engaging the services of qualified accountants (ACCA members) over those who are not. This network received annual media training and was consulted on angles for stories so they could be tailored to their County.
Result: Media coverage across the regional media increased by 140 per cent within a year.

Southern Water was considering using social media and I was consulted for advice on suitable platforms.  I explained the different platforms and how they could be used, giving advice and suggestions on the type of content most likely to generate results.

I found Lindsey’s advice about social media very useful.  She gives practical guidance, has a host of background sources, and ‘gets’ the distinction between communicating with customers, journalists and stakeholders.”  John Sage, Customer Communications Manager, Southern Water

Down the line, the Director of Communications at Southern Water, Geoff Loader, asked for one-on-one social media training to bring him up-to-speed before his team embarked on a social media push.  The training covered the social media platforms most suited to the company, recommendations for how they could be used to generate results, campaign suggestions, plus step-by-step practical guidance to using the various social media platforms.

Patrick Gardner is an estate agency with four branches in the Mole Valley, Surrey.  They wanted to steal a march on their many competitors by using social media, which is still not adopted by many estate agencies.  I was brought in for a six-month period to advise on how they should best use social media to attract more vendors and purchasers and a social media strategy was created around the campaign theme of ‘Live the Mole Valley Life’.

To ensure all four offices were included in the social media activity, I advised that each office should select a member of staff as Content Ambassador to gather information relevant to their location.  Each Content Ambassador was trained how to use the social media platforms chosen and advised on the content that would be suitable. Measurement tools were put in place and after six months of training and mentoring, the agency was confident to continue on its own with implementing the social media strategy.

Sue Atkins, is one of the UK’s leading parent coaches.  I was approached by Sue to position her as an expert source of information and comment on parenting in the UK and overseas.  She had an overriding desire to be interviewed on national TV.  Sue needed structure applied to her public relations activity and to put processes in place as she had a lot of information to convey.

Activity undertaken included, the formulation and implementation of a public relations strategy, copywriting for her monthly e-newsletter, drafting and issuing monthly news releases and articles to position Sue as an expert across many areas of parenting, a virtual press office sourcing media interviews and fielding media requests, and the formulation and implementation of a social media strategy (specifically blogging and Twitter).

I was awarded Best Freelance PR Practitioner by the Chartered Institute of Public Relations on the back of this campaign – download the winning case study to read what I did for Sue and the results gained for her.

Lindsey has such a lovely way with her and she makes you feel understood. She is enthusiastic, knowledgeable and extremely experienced and she thinks out of the box with attention to detail. She is passionate about helping small businesses and goes the extra mile at a reasonable and affordable cost. I highly recommend her – give her a call and go from where you are now to where you would like to go!” Sue Atkins, Owner

Dreamgenius  provides IT solutions for small businesses. They wanted a new website but were finding it hard to see the wood for the trees – a common problem when trying to distill what your company does and translate this to web content.  After an initial consultation I made recommendations on the site architecture by breaking down their services into constituent parts to make their offering clear and compelling.  I also wrote optimised copy for the key pages to demonstrate the style as a template for the remaining pages.

Running a business means taking it seriously and projecting the right image. Lindsey discusses ideas with you and those she advises are dismissed are always accompanied with sound reasoning. It’s patently obvious that there is a great deal of experience and knowledge behind this company, delivered in a friendly but frank way.”  Alan Rogers, Director

Black White & Grey is a legal consultancy in the field of employment law and specialises in contentious employment, i.e. defending employers in employment tribunals.  My role was to convert information, often in legal-speak, into easy-to-understand English for a non-legal audience.

Lindsey has done numerous PR-related activities for Black White and Grey and our other companies. She is highly creative and delivers every time. We continue to use Lindsey to this day and foresee a long-term relationship. I have no hesitation in recommending Lindsey for her services.”  Jonathan Gibbons, Director

McQuade Property is a London-based practice of chartered surveyors. They wanted to formalise their marketing activity with the aim of increasing the number of clients and expanding into new business areas.  I was engaged to devise a marketing strategy which would be implemented in-house with my guidance through ongoing mentoring.
Clandon Wood is a natural burial ground on the outskirts of Guildford, Surrey.  Before Clandon Wood was officially opened, I was approached to create a marketing strategy and advise on their social media activity.  The implementation of the strategy was handled in-house with my guidance through on-going mentoring.
Successful author, Antonia Chitty, was publishing The Mumpreneur Guide, a book to help mums (and dads) get their business idea off the ground.  A PR consultant herself, Antonia wanted a third party to promote the book on her behalf and engaged my services for 6 months in the run-up to launch date.  A public relations strategy was put in place to provide teasers of the content as well as review copies sent to hand-picked media titles and as competition prizes.  Coverage was achieved in target print and online publications which cemented Antonia’s position as an expert on mumpreneurs.

Jonathan Hunt, an ex-professional football player, is one of a handful of Somatic practitioners in the UK.  Jonathan came to me to devise a public relations strategy and then implement it with the aim of increasing clients and driving traffic to his new website.  The bulk of the activity involved media relations with other activity involving setting up an electronic newsletter and writing the content each month.  Coverage included the Daily Express, Women’s Fitness and Top Sante magazines.

Lindsey has been invaluable in helping me create public awareness of my new business as a hands-on practitioner. Her knowledge and understanding of how to market and drive traffic to my website has resulted in a significant increase in clients for myself.” Jonathan Hunt (Hanna Somatic Educator)

The Country Gift Company is an online supplier of gifts and wrapped gift baskets.  I was engaged to raise their profile and increase traffic to their website by 100%.  In addition to the media coverage received, I secured a sponsorship deal with the Country Living Christmas Fair held in London which led to an average monthly uplift in web traffic of 300% over the 4 month period around the Fair.

Great write-up.  I don’t know how you managed to pull off that piece of coverage!  The article and photo were bigger than the advert we previously placed with them” Vicky Neal, Director

Frankly Recruitment is a recruitment agency in Swindon, Wiltshire. Business owner, Amanda Franks, had identified that social media was one of the ways she wanted to attract candidates and employers and she chose one of my social media for business workshops to gain the knowledge she needed to use social media in-house.  These workshops cover the different platforms that can be used, how set up accounts/profiles, how to use the advised platforms, plus the content each attendee would benefit from using.  Amanda attributes the steady growth and heightened profile of her agency to its use of social media and said:

At the end of Lindsey’s workshop I was clear on what I wanted to do with social media.  I was able to launch my business on Twitter, Facebook and LinkedIn and track results.  I was delighted to receive phone calls in direct response within a week.” Amanda Franks, Managing Director and business owner

Design Holidays is a luxury accommodation travel company based in Sussex.  The business owners wanted to use social media to increase sales and engaged my services to advise on the most suitable platforms and to formulate a social media strategy that would kick-start their presence on Twitter and Facebook.  Once set-up, the ad-hoc updates were handled in-house leaving me to manage the regular flow of information of offers for a six-month period.  The company returns for ad-hoc consultancy.

Merlin Genealogy Solutions does exactly what it says on the tin … they research your family history.  My role was to write search-optimised copy for their new website which involved keyword research and interpreting the words of business owner, Elizabeth Owen, into copy that ‘spoke’ to her audience.

I commissioned Lindsey Collumbell to assist with the creation of our genealogy website and to write the associated copy. Since going live we have had nothing but positive feedback (private and commercial). In particular, one client praised the way we had been able to provide information in a way which was suitable for everyone, including the beginner to expert, young and old, private individual or business, in a seamless manner. Lindsey has always been very professional as well as giving good value for money. No project/task is too big or too small and her advice and guidance has always proved invaluable.” Elizabeth Owen, Director

TDC Dental Implants is a dental practice in Harley Street, London, that fits dental implants.  They engaged the services of the search consultant I use to conduct an audit on their website and devise a strategy for an overhaul and new site.  On the search consultant’s recommendation, I was asked to write search-optimised copy that would attract more enquiries.

Little Dreamers was an online retailer of children’s bedroom furniture, bedding, storage, gifts and accessories.  I was engaged to formulate a Public Relations strategy and implement it for their first foray into marketing.  Activity included, consultancy and media relations work with coverage secured in national, regional and online publications.

I employed Lindsey to help me create and execute a PR/marketing strategy for my online business. She was always very professional, gave me some sound business advice and was easy to get along with. She was never pushy or demanding just open and knowledgeable. I would recommend working with Lindsey.” Andrea Guthrie, Owner

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Б нем не чувствовалось грубой силы Грега Хейла, скорее - жестокость отчаяния, внутренняя бездушная решительность. Сьюзан повернулась. Человек, попытавшийся ее удержать, выглядел растерянным и напуганным, такого лица у него она не видела.

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