David Nieper’s national Made in Britain PR campaign for 2012 was a great success, achieving extensive TV, radio, print and online coverage. We wanted to keep up the momentum for 2013, but needed to create a fresh focus for the campaign in order to ensure that David Nieper remained front-of-mind. Our challenge was to:
Continue to position David Nieper at the heart of the now-saturated Made in Britain’ debate and maintain its share of voice
Capitalise on existing relationships with key journalists and influencers, positioning David Nieper as the ‘go to’ British manufacturer for interview or comment
Develop relationships with new media contacts, sharing the David Nieper story with fresh audiences
Boost brand awareness amongst customers, consumers, local people and potential staff.
What we did:
Developed new talking points, focusing on craftsmanship, British quality and skills
Drafted and distributed issue-based, timely press releases with accompanying photography, throughout the year
Created two mini-campaigns around the company’s work around the manufacturing skills and craftsmanship issues
Secured five high-level visits and tours of the factory, resulting in feature interviews
Secured and coordinated three media visits, including TV and radio
Piggybacked on relevant issues and opportunities
Pitched in-depth articles and features
Developed an online press room and to improve online presence, drive traffic and organic media interest in the company
Launched a brand new blog, ensuring fresh, regular content around key talking points.
Results:
Five pieces of national television and broadcast coverage, including BBC Radio 4’s Today Programme, BBC Radio 5 Live, BBC 5 Live with Martin Lewis, Al Jazeera English with live interviews on BBC Radio Five Wake-up to Money and BBC Radio 4 Friday Boss
Over 60 items of high quality national, regional and online coverage, including The Financial Times, The Times, The Guardian, The Times SME Hub, DrapersMail Online, Nottingham Post, Derby Telegraph, Midlands Business Insider, Derby Telegraph and many more
In-depth trade media coverage in Drapers, Make it British, The Manufacturer, Fashion Capital, Direct Commerce, Real Business, London Loves Business, Knitting Industry…
Visits and interviews from national media, including Kate Hills from Make it British, The Times and Al Jazeera
Ongoing media coverage with all key local and regional media such as The Derbyshire, Derbyshire Times, Ripley & Heanor News, The CHAD, Derbyshire Life, Midlands Business Insider, East Midlands Business, BBC East Midlands…
Over 12 million media impacts, not including the addition of extensive radio, TV and online coverage
100% positive coverage with strong messaging around Made in Britain, skills, craftsmanship and quality
Online and social media exposure generating over 2,615 unique visits to the online press room – 59% increase on 2012
Highest ever sales recorded by the company in 2013
High ranking and trusted links secured.
Want to know more?
If you’re interested in this PR case study and want to know more about what Nellie PR could do for you, contact Ellen Carroll at ellen@nelliepr.co.uk or give us a call on 01392 927746, we would love to hear from you. You can also see more Nellie PR case studies.
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