CASE STUDY: ACHIEVING YOUR OBJECTIVES THROUGH COMMUNITY PROJECTS
P4PR is a growing PR agency which specialises in helping companies to improve their reputation and image. Their MD approached Oriel to work with a particular client who produced personalised pens and pencils. This small company was going through a period of rapid growth with a need to raise awareness of their extensive product range, quality of service and business values. They also hoped to improve retention of staff from the local area.
As part of an overall strategy, Oriel Marketing devised a corporate social responsibility community programme, which addressed the client’s need in a way that was affordable, practical and enabled their staff to get involved aswell.
The client was keen to offer support to the local community and they welcomed our proposal to help improve literacy skills by working with a local infant school. This tied in neatly with their product offering and targeted potential employees in a very direct and memorable way.
We identified a suitable local school, where literacy was an issue for the families in their catchment area. The new Head Teacher was keen to work with us to provide additional literacy resources, in the form of Story Sacks, which enable families to work together on improving literacy rates. We developed the partnership, ensuring that both sides were gaining value from it, and then co-ordinated the project, managed the practical implementation and ensured maximum benefit for both the company and the school.
This scheme provided a clear differentiator for the company, which we were able to use to good effect in their subsequent marketing activity. Excellent communication with customers is, of course, vital for any company and we introduced a new quarterly newsletter which keeps their customers informed of changes, improvements and the ethos of the company. Establishing the format and providing well written, engaging content was part of our remit.
We were also able to offer advice on the content of press releases, carry out background research, prepare the copy and distribute the final article to relevant publications. As a result, the client has achieved more good quality press coverage than ever before, with topics ranging from new products to environmental issues and community support.
By recognising that customers need to understand and have confidence in their business, and remaining open to suggestions for improvement, the client has not only benefited from raised awareness of their products and services, but also established their reputation as a responsible and caring employer. They can now move forward and continue to enhance their positive image within the industry and the local community.
To find out more about P4PR visit their site at www.p4pr.co.uk
RULES OF THUMB FOR COMMUNITY PROJECTS
- Be very clear about your business objectives. This is not just a philanthropic exercise; it needs to move your business forward.
- Find a cause that fits logically with your business.
- Find out what your potential partner organisation really wants and needs from you.
- Involve your staff in delivering the programme. It is a great opportunity for team building and developing new skills.
- Be in it for the long term. There is nothing worse for your reputation than leaving a good cause high and dry.
If you want to make a real difference and achieve business benefits, call Oriel Marketing on 01252 727625