PR coverage reaches towering heights

CaseStudies-ReachTolkien

Client: Trident Reach

Project: PR and communications strategy

Trident Reach the People Charity had not previously promoted its work, and asked us to raise its profile through a targeted PR and communications strategy.
We looked at competitors’ media activity and brainstormed stories unique to Trident Reach, which provides housing, care and support services to vulnerable people across the Midlands.
We met key managers to discuss opportunities and drew up a media schedule, including publicising the charity’s tradition of directors cooking Christmas dinner for homeless people.
We also promoted the launch of a restoration campaign for one of Trident Reach’s buildings – Perrott’s Folly, in Birmingham – which was the inspiration for the towers in Tolkien’s Lord of the Rings. This attracted international coverage, plus a feature in The Guardian, MailOnline and the Telegraph website.

Outcome

Our strategy achieved nearly £2 million worth of TV, broadcast and print media coverage for Trident Reach in 2012, including £543,585 of PR coverage for the Tolkien ‘tower’ alone.
Janette Beckett, Head of Governance, Quality & Marketing, Trident Reach the People Charity, said: "There is no doubt that we are reaping the rewards of raising our profile by working with Word Association. As a relatively new charity, we were in a position where we didn't really have a clear strategy to raise our profile. Now, from working with Word, a year later we clearly do."
"As a direct result of the marketing, our homeless service was recently given a £30,000 donation by a Birmingham business; staff morale has improved from seeing Reach represented in the papers and on TV; and staff and customers are eager and keen to publicise the excellent work they do. The work has improved charity income and donations in kind. Working with Word Association is great...they listen, they understand and they deliver effective solutions."

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