Services Archives: Public Relations

Profiling early-stage technology companies

By Simon on March 24, 2017 in

St John’s Innovation Centre (SJIC) is an incubator for early stage companies and provides a wealth of advice and support services aimed at entrepreneurs.

Holdsworth Associates has worked with SJIC over many years to provide public relations support in order to help companies gain a profile with the media, analysts and potential investors.

We worked with SJIC on a technology showcase, where 13 start-ups demonstrated to the media alongside a pitching session to investors.

Objectives

To promote SJIC’s services, and raise the profile of its tenants and other early-stage companies with the media and potential investors.

Strategy

The event was called ‘Meerkats and Avatars’ – companies from across the East of England were invited to participate.

Each company was given a PR consultation meeting and a press release drafted with a strong news hook to support their business objectives. For many of the companies it was the first time they had their offering articulated in this way.

The technology showcase was aimed at invited journalists from local, national, trade and broadcast media.

Journalists had the opportunity to see demonstrations of early-stage products and meet the people involved in developing the technology.

The press releases were made available to the media who attended the event and also distributed online to journalists in our extensive database.

Results

It proved to be a lively day with an impressive array of technologies demonstrated in creative ways.

It was attended by journalists from a range of media including the BBC, The Sunday Telegraph, New Scientist and The Guardian. Coverage appeared in print, online, on the radio and on television.

There was good attendance from investors and many of the companies subsequently gained investment.

For these early-stage companies it was a unique opportunity to raise their profile with the media and investors – in most cases it was the first time their ideas had received public attention.

Audio Analytic at Meerkats and Avatars - Profiling early-stage technology companies — Audio Analytic at Meerkats and Avatars

Gmax at Meerkats and Avatars - Profiling early-stage technology companies — Gmax at Meerkats and Avatars

The companies supported by SJIC technology press days have included:

Audio Analytic: Sound-recognition software to aid crime detection by automatically recognising warning sounds such as car alarms, and highlighting the CCTV screen they are coming from.
Endomagnetics: A safe and cost-effective technique for detecting the spread of breast cancer.
Gmax: Real-time biometrics to improve racehorse training.
Intelligent Fingerprinting: Detection of illicit substances from fingerprints.
Ombar: Organic chocolate, made from raw cocoa beans, which is low in fat and high in antioxidants.
Omnisense: A flexible location system to allow tracking of people and assets in real time without the need for a fixed infrastructure.
Psonar: A music storage cloud which allows users to safely back up their collection, share playlists and discover new tracks legally.
Trillion Genomics: Their technology has applications in diagnostics, medical research, integrated disease management and drug discovery, and they specialise in screening for prostate cancer.
Visual Perception: A user interface to improve human-computer interactions by using patterns found in nature to create an intuitive browsing mechanism.
Zonerider: Free software which allows individuals to sell their Wi-Fi broadband, opening up possibilities for communities around the world to get online.

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Making climate change relevant to business

By Simon on March 24, 2017 in

Management consultancy Obsidian Consulting and its client the British Antarctic Survey were to co-host a seminar on climate change.

Holdsworth Associates was asked to help give the event a strong identity and relevance to an audience of regional mid-market companies.

Strategy

To attract delegates we needed to create a story ahead of the workshop. Holdsworth Associates proposed that Obsidian used its business consultancy skills to interview a number of CEOs about their sustainability strategy and the risks they had identified within their businesses.

This activity provided an opportunity to understand how to position the workshop for maximum benefit and identified the hot-topics to address. The findings from the survey created material for a presentation, a report and a media story. In addition many of the senior people interviewed attended the event to see the findings of the research and share ideas with peers.

For the workshop we developed the theme of ‘Adapt and Prosper’.

This activity ensured that the event addressed the needs of the delegates and stimulated a lively debate about the business response to the opportunities and challenges presented by climate change.

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Generating market pull for new health product

By Simon on March 24, 2017 in

Objective

Holdsworth Associates was asked to launch a new product to the healthcare market. The food intolerance test was to be used by nutritional therapists and related healthcare professionals with their clients.

We devised and implemented a marketing communications campaign which create both a push and a pull – to create market awareness of the availability of the product, and then demand from customers.

Strategy

We used a market research exercise to inform all nutritionists of the new product, and offer them a free trial.

The research also extracted valuable information about competing products, professional organisations, and attitudes to food intolerance testing.

Results

Relationships were developed with nutritionists, which lead to excellent press coverage as well as orders for product. Contacts were made at many relevant professional organisations.

Broadcast coverage included: BBC Look East, Anglia TV, BBC Radio Cambridgeshire, Q103, and BBC Radio Suffolk – who did a test live on air with a nutritionist.

We targeted professional and trade media with an announcement about the business benefits of Food Detective and a pilot consumer campaign was launched in the East of England where a number of professionals were established users.

This generated immediate interest for the product.

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Creating research to drive PR

By Simon on March 24, 2017 in

SureFlap is a microchip operated cat flap that only permits the resident cat to enter the home, keeping intruder cats outside.

The client wanted to raise the profile of its product with the national media, so we used research to create a story.

Strategy

An analysis of customers revealed that many had purchased SureFlap as they wanted a secure cat flap that would excluded unwanted visitors. Desk research showed that although little was known about the behaviour of cats it was known that home invasions caused stressed.

HA developed a research project with an animal behaviourist from the Royal Veterinary College to provide credibility for the results and then interested Your Cat Magazine in collaborating with a series of features aimed at raising awareness that home invasion caused stress for cats and this could be prevented by using a secure cat flap such as SureFlap.

Results

Over 1,000 people completed the survey.
Analysis by HA with the behaviourist generated sufficient material for five features in YourCat Magazine.
The findings were launched at the British Small Animal Veterinary Association to a room of vets (key influencers)
Results were published in major veterinary publications
Radio interviews were secured on the BBC
Coverage was achieved in the pet trade publications and resulted in request for several articles
Coverage was achieved in the Independent, Daily Telegraph, Express, Metro

Client comment

The 300% increase in turnover we achieved last year has enabled us to grow the team significantly in the past six months. Sales continue to grow both in the UK and abroad and we now have country managers in place to target the US and Germany. With sales also picking up in Australasia, we plan to have a local presence there too within the next six months.

– Dr Nick Hill, Managing Director, SureFlap Ltd

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Personalising investments to achieve media results

By Simon on March 21, 2017 in

Generating media interest with investment stories - CIC Congenica

When generating media interest in investment stories, adding human interest can make them relevant to key audiences.

Objective

Cambridge Innovation Capital (CIC) was to announce a £1million investment in the start-up company Congenica, a spinout from the Wellcome Trust Sanger Institute. Congenica, has developed a diagnostic engine for Whole Genome Analysis, which provides new insights into rare genetic disorders. Although not a treatment, it would allow patients and their families to be better informed about their conditions and pave the way for development for improved therapies.

Both CIC and Congenica required coverage of the announcement to support their respective aims.

How we did it?

The technology being developed by Congenica was complex and the funding amount, although substantial for Cambridge, was not significant for City papers. Our media strategy therefore focused on the human impact of the investment, and what it would mean to families to gain a diagnosis and hence a prognosis.

Holdsworth Associates sourced patient case-studies, and quotes from patient support groups and experts to build a compelling PR story.

This approach gained coverage in wide range of media and enabled journalists from different disciplines to understand the potential of the technology.

Close working with key journalists ensured that the story was covered sensitively and all key messages were communicated effectively.

Results

Extensive coverage on major online news sites, including Daily Mail Online, ITV News and on over 100 regional news sites
Interview with Al Jazeera, gained international coverage, and an interview with Dr Tom Weaver was also broadcast on BBC Radio Cambridgeshire
BBC Look East report comprising a pre-recorded segment and a live interview with Dr Tom Weaver. The pre-record was also available to view online as part of BBC Health
Regional print coverage across the country, including Eastern Daily Press and front page on Business Weekly

Some of the publications in which coverage was achieved included:

The Journal of Precision Medicine
Personalised Medicine
Drug Discovery World
Drug Target Review
Engineering and Technology Magazine
Labmate UK
Laboratory News
Manufacturing Chemist
Financial Times
Fortune
Scrip Intelligence
The Guardian
The Herald
The Telegraph
The Times
Angel News
Belfast Telegraph
Bio IT World
BioSpace
Business Weekly
Cabume
Cambridge Independent
genomeweb
Labiotech
News Medical
One Nucleus
pharmaphorum
Pharmafile
Pharmiweb
Science Business
UK BioIndustry Association
Yahoo Finance
Muscular Dystrophy News

Nature
BBC Look East
BBC North West Tonight
BBC Radio 4
BBC Radio Cambs
Innovate UK
ITV News
Cambridge News
Cambridge TV
City AM
Clinical Lab Products
Closing Circle
Computer Weekly
Digital Health
Eastern Daily Press
Heart FM
Fierce Biotech IT / Fierce Diagnostics
Front Line Genomics
Metro
MSN UK
PE Hub
Pharmafocus
PharmaTimes
unquote
BioPortfolio
Biotech and Money
Digital Media Net
Driven by Health with Care
Expert Review of Precision Medicine and Drug Development
Innovation Nexus
insider media
Iowa Science Interface

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Creating strong business stories

By Holdsworth on February 21, 2017 in

Objective

HSBC had been involved in a number of important deals, but had received little public recognition for its involvement. Holdsworth Associates was asked to create a PR campaign which would support HSBC’s position as a good partner for mergers and acquisitions within the mid market.

How we did it?

Financial announcements are usually dry and of little interest to the regional media, so we decided to look at the people behind the deals and the long term benefit of selecting HSBC to the growth and stability of the company.

To create coverage within the Midlands regional and with business trade media, a series of case studies who had benefited from the deals were created to show the success of businesses – using the news hook of one year on. These were first person accounts based on interviews we conducted with with mid market directors.

Results

On target, sustained coverage in financial and business media and local stories in regional business pages
Quotes obtained from the company directors provided strong independent endorsement of HSBC. This raised the profile of the team with accountants and other potential partners as well

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Gaining profile with investors

By Holdsworth on January 21, 2017 in

Objective

Cambridge company CBL had developed a new technology that could spray dry vaccines, allowing them to be stored at room temperature without the need for refrigeration.

The technology had huge potential, but the challenge was how to reach and influence high net-worth individuals and encourage them to invest in a new vaccine technology.

How we did it?

Holdsworth Associates developed a communications campaign that would reach the hearts and minds of potential investors.

A story was created based on ‘developing world first’ market strategy. It clearly showed how the technology could save the lives of 10 million children within the existing aid budgets by removing the wastage in current vaccine programmes.

An animation was created for use by the broadcast media, and to embed online to explain the technology to potential investors.

Results

Widespread international exposure, including extensive coverage on the broadcast news programmes
The Minister for overseas development spoke on the subject, citing our vaccine argument
As a result CBL attracted the largest ever Angel Syndicate (high net worth individuals) and millions of pounds of funding

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Delivering consumer PR: from tech start-up to Apple app

By Holdsworth on January 19, 2017 in

Holdsworth Associates helped ViewRanger go from start-up to international player with public relations

Objectives

Launch ViewRanger
Raise the brand and product’s profile with potential customers in the UK and overseas
Support the company’s business development

How we did it?

Throughout our three years working with Augmentra, we created a sustained communications campaign by identifying and developing a regular flow of company/product stories aimed at different sections of the media. Press releases were researched, drafted and distributed on a monthly basis to a wide range of media including: outdoor pursuits, smartphone apps, travel, general interest and many more. During this time we built good relationships with key journalists who were interested in the technology.

In order to sustain a flow of newsworthy press releases we looked beyond straight ‘announcement’ stories. For example, we recognised that ViewRanger is great for locating friends on mountainsides, and even at music festivals, and created a light-hearted media story about using ViewRanger to find your tent which appealed to Chris Evans and secured 20 minutes on BBC Radio 2’s drivetime radio.

We proposed, planned and coordinated activities that would raise ViewRanger’s profile directly with potential customers. This included helping ViewRanger support charity activities such as The Incredible Solar Electric Flight and Hannah 100.

Additionally, we arranged support for walking festivals and gained a prime position for our client in the ‘Best British Walk’ category of the Great British Life website.

To ensure ViewRanger reached a wider audience, we also supported international launches securing coverage in the USA and Germany.

ViewRanger at Apple launch event - Apple Watch Series 2 app

Results

Coverage was sustained throughout the whole period in newspapers, magazines, broadcast, local and online media – appearing in over 250 different publications.

Highlights include: an interview with Chris Evans on BBC Radio 2; articles in The Independent and Daily Mail Weekend; and in magazines covering a range of hobbies such as Trek and Mountain magazine, Outdoor Photography, What Mountain Bike and Birding World.

The Viewranger app was reviewed by 35 journalists in a variety of media including BBC Wildlife, The Sunday Times and Country Walking magazine. During the time we worked with ViewRanger, we were delighted to support its growth from an early stage start-up to an established business.

Return project: PR to launch the Apple Watch Series 2

In September 2016, Holdsworth Associates were again asked to support ViewRanger thanks to the success of our earlier work.

ViewRanger was to be one of the launch apps for the Apple Watch Series 2, to be announced at the annual Apple event held in San Fransisco. In a live stage demo (pictured above), Head of Design Hannah Catmur took the audience on a virtual hiking tour of Four Mile Trail in the USA’s Yosemite National Park with the ViewRanger app providing turn-by-turn directions and highlighting key route features such as viewpoints, camping locations, and waterfalls.

Client comment

Holdsworth Associates produced results – good results – which helped us to establish our brand, raise our profile with initial investors, and grow our business.

Craig Wareham, Co-founder and CEO

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Generating national media interest for World Atlas launch

By Holdsworth on January 18, 2017 in

How do you create high-profile media interest with the launch of text book? This is the challenge we achieved for the UNEP - World Conservation Monitoring Centre.

Objective

To achieve impact with a new report, it is vital to create a compelling package of engaging content.

The World Atlas of Great Apes was to be launched by UNEP-World Conservation Monitoring Centre ahead of an important convention.

Although an interesting subject, the book was a collation of pre-existing information and contained nothing new. Holdsworth Associates was tasked with making the Atlas headline grabbing.

How we did it?

We analysed the book and interviewed its contributors. Although the Atlas contained no new data or statistics, it was the first time this information had been brought together in one place. We created an infographic to highlight this and used anecdotes, gathered from contributers, to provide journalists with the real-life stories behind the data.

London Zoo was approached to provide a launch venue and offer real-time broadcast images, while we invited conservationists and other specialists to speak to the media about the challenges they face.

Results

The Atlas launch received international and national media coverage, including:

BBC Breakfast
BBC One O’Clock News
BBC Radio 4
BBC Newsround
The Times
The Guardian
The Financial Times
The Independent
New Scientist
Nature
BBC Wildlife and other consumer press

Sales of the Atlas exceeded expectations. The Atlas was referenced throughout the following week as the Kinshasa Conference progressed and it is now considered a key text by the media for great ape population and conservation data.

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