Louise Woodward, Umpf, Leeds Met guest lecture

National Consumer Campaigns from a

Regional PR Agency

Louise Woodward

www.umpf.co.uk

summary

• a bit about me• a few words on social media• what is consumer PR?• consumer PR campaigns:

• tactics• case studies

• my advice and top tips• any questions?

a bit about me

background…• BA Communication Studies – Sheffield Hallam

University• South West Yorkshire Mental Health NHS Trust

(2003 – 2004) - Wakefield• Dig for Fire (2004 – 2007) - Sheffield• Lucre (2007 – 2010) - Leeds

a bit about me

• Senior Account Manager at Umpf• PR and social media

agency based in Leeds• Launched by Adrian

Johnson in 2009• Top ten social media

consultancies in the UK

• Winning awards for our consumer and social media campaigns

a bit about me

a few words on social media …

consumer PR – a quick definition …

Consumer PR is …… specifically focused on promoting a brand, product, service or key message to the general public via consumer media channels (e.g. national newspapers, TV, radio, regional newspapers and online news sites)

And how do we do this? By manufacturing/creating news stories for the consumer media.

consumer PR – tactics…

How Do We Create News?

tactic 1 – the research story

tactic 1 – the research story

tactic 1 – the research story

tactic 1 – the research story

Case study – Stoves “Made in Britain”

Client: Stoves Campaign: Made in Britain Date: On-going

Brief: Generate publicity around Stoves’ British manufacturing heritageSummary: We’ve created a campaign calling for a standardised ‘Made in

Britain’ logothat can be used by UK companies manufacturing in the UKResults: 200+ pieces including the FT, The Times, Daily Telegraph, Metro,

BBC Radio2;campaign raised in the House of Commons; 250+ UK manufacturers

requested the logo

tactic 2 – the attention grabbing picture

tactic 2 – the attention grabbing picture

tactic 2 – the attention grabbing picture

case study – Engage Body Breaking PointClient: Engage Mutual Campaign: Body Breaking Point Date:

August 2011Brief: A national news campaign to promote Engage’s sponsorship of the

Super LeagueSummary: A unique research campaign to find the most common injuries in

SuperLeague supported by a high impact imageResults: Coverage in The Sun, Sky Sports, Yorkshire Post, Yorkshire Evening

Post, ITV Calendar and rugby league media

tactic 3 – the stunt

tactic 3 – the stunt

tactic 3 – the stunt

tactic 3 – the stunt

case study - “GE: The Royal Fridge”

Client: GE Appliances Campaign: Royal Fridge Date: Apr-May 2011

Brief: Create a stunt to tap into the Royal WeddingSummary: Royal fridge: the ultimate low budget campaign: just 1 Photo-

shopped image Results: 500+ pieces globally eg ABC, CNN, BBC, Time Magazine, UK

nationals, all trade

tactic 4 – the best job in the world

tactic 4 – the best job in the world

tactic 4 – the best job in the world

tactic 5 – celebrity spokesperson

case study – Lakeside’s Living Christmas treeClient: Lakeside Agency: Clarion Communications Date:

November 2010Brief: Create national exposure for Lakeside’s Christmas lights switch onSummary: Clarion placed Chantelle Houghton on top of Lakeside’s

Christmas tree as a ‘living Christmas fairy’Results: 48 pieces of coverage including stories in The Times, The Sun and

theDaily Mail. Double-page spread in Heat and full pages in OK, Star and Nowmagazines. Broadcast coverage included Daybreak and Heart FM.

tactic 6 – the Guinness World Record Attempt

tactic 6 – the Guinness World Record Attempt

tactic 7 – limited edition /world’s biggest, most expensive, oldest products

tactic 7 – limited edition /world’s biggest, most expensive, oldest products

tactic 7 – limited edition /world’s biggest, most expensive, oldest products

My advice and tips

• Consumer PR is hard work but rewarding• Every day is different• Be prepared to muck in• Read newspapers and magazines and look out for

PR stories• Cut and keep good examples• Link with brands on Facebook and Twitter • Follow key industry people on Twitter• Read industry websites, magazines and blogs• Get to know PR agencies and what they do

thank you for listening …

Any Questions?

Download this presentation at www.umpf.co.uk/blog

Follow on Twitter: @louisewoodward

@umpf