Tag Archives | PR

Creating strong business stories

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
HSBC - Creating strong business stories

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Gaining profile with investors

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

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

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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Holdsworth Associates