How we do it
Implementing a successful PR campaign
PR campaigns can serve a multitude of purposes whether you need to raise your profile, launch a new service or product or look to spread your name in a new area. A short, concentrated PR campaign was launched in Autumn 2008 for a leading independent regional office supplies company. During the six-week campaign, Media Matters secured two major features, a double page spread, and four further page leads in local and trade press, as well as writing and designing a newsletter to target existing clients. But PR is more than simply column inches. The range of activity is endless and much depends on the client and their audience. It’s our job to creatively maximise a clients’ budget to give them the best possible return.
Developing a marketing plan
A marketing campaign needs real focus. It needs to deliver and needs to be measurable where possible. When we were asked to launch a lifestyle village for the over 55’s market to a brand new audience the marketing strategy had to work on a number of levels. PR concentrated on a general awareness campaign; case study material helped to endorse the concept; media visits and small low-key public events allowed people to ‘touch and feel’ village life and start to understand the concept.
Improving internal communications
Talking to your staff and keeping them informed of what’s happening within your business is just as important as communicating with the outside world. Media Matters researches, writes and designs an award-winning 16-page NHS Trust magazine for all staff and patients.
Targeted online advertising
Online advertising is a ‘must’ for the majority of today’s businesses. We research, set up and manage Pay Per Click campaigns for a number of clients. Our online team work extremely hard to ensure every key phrase is performing and driving the right customer to the clients’ website. A leading regional housebuilder undertook a Pay Per Click campaign through Media Matters which was very successful. We have since been commissioned to develop separate PPC campaigns for five newly acquired developments.
Good Search Engine Optimisation (SEO)
A shop window to the world, it is imperative your website is optimised to its full potential – otherwise you’ll be lucky if anyone finds you. Applying a marketing approach to your website keywords, titles and descriptions will mean you are found by the search engines. The more visitors the more you will naturally move up the search engine ranking which is every website’s ultimate aim.
Recent SEO work for a local construction company not only increased its ranking position it also identified unique key-phrases and domain names for its market which put it well ahead of its competitors.
Raising online profile
Online marketing opportunities are endless and any business with a website should be maximising them. Setting up an e-newsletter and blog, for example, for a leading local independent recruitment expert has enabled the company to reach a potentially wider audience. We create business LinkedIn and Facebook pages for a number of clients and will manage their website content to ensure it is regularly refreshed and updated to attract the attention of the search engines. In the case of one client, we have increased its monthly visitor traffic from 3,400 (Feb 08) to 7,540 (Feb 09) with downloads of the company newsletter growing from 60 to 660 a month.
Managing and organising events
The secret to any event is to establish its purpose and ensure it achieves this – we work with our clients from start to finish to meet this end result.
As one of the pioneer developers on a brand new township scheme, our brief for its showhome launch was an unforgettable event – fireworks, look-alike celebrities, canapés and cocktails guaranteed a memorable launch for their flagship project and as a profile-raising exercise ahead of sales, it was a huge success.
We organise and oversee events at both local and national level. Our events team has vast experience of maximising client opportunities - from interactive exhibitions at national arenas to formal public consultation sessions, right through to less formal PR/networking business-to-business and client-to-customer occasions.
We also seek out sector specific seminars and conference opportunities for clients to speak at and network. Award entries and sponsorship provide another useful marketing tool and Media Matters has consistent year on year success of writing and designing winning client award entries within both the consumer and trade competition at local and national level.
Creating a new identity
Working with our creative design partners, we oversee and support the launch of new business ventures and rebranding exercises. Starting with a blank canvas, we helped create a brand image and marketing materials to help launch a new product within the building trade. The business continues to grow from strength to strength.
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