Development of a brand raising awareness campaign
Background
HAN Communications was appointed by Yorkshire-based luxury clothing brand, Glencroft Countrywear, to provide a three-month PR campaign which would promote the brand to consumers throughout Yorkshire in the run up to Christmas.
Client requirements
Whilst the brand and business had existed for over 30 years, awareness of it amongst consumers was low. This was because the business has focused on trade marketing to this point, placing its products with third party retailers.
On the back of the launch of their direct to consumer website, however, Glencroft wanted to increase public awareness of the brand and its products, to drive people into the new website.
How we met their needs
Following a period of initial PR housekeeping, where we created a PR toolkit including key messages, a press release template and media card for pitching to journalists, we developed a PR plan to support the firm’s brand awareness objectives, pitching to a number of Yorkshire-based media outlets.
Result
As part of the campaign, we secured an advertising opportunity with luxury Yorkshire-based lifestyle
magazine, Living North, to place a full-page advert to promote Glencroft’s products, alongside a competition in the magazine’s e-newsletter, which would be supported with additional social media activity.
We project managed this with Glencroft, securing the design and placement of a high-quality advert within the publication, whilst copywriting the information necessary for the competition and supporting Glencroft with social media activity.
“We’re so glad we found HAN Communications to help us grow our brand and fledgling retail website. They helped me to set up a toolkit to easily contact journalists and publications in future.”
We liaised with a number of regional Yorkshire-based publications, securing features with key business publications Business Quarter (BQ), Bdaily and TheBusinessDesk.com, with coverage in smaller regional publications local to Glencroft also.
In addition, we secured a fashion feature with the Yorkshire Post which will see the brand feature in a fashion supplement in 2019.
As a result of the work we carried out for Glencroft, we set the business up to move forwards with its own PR if it wished.
The campaign kick-started an increase in consumer brand awareness which saw them feature in the regional press 9 times over 3 months, in articles which communicated the brand’s value proposition, ethical business stance, and business aims for the future.
Not only this, the PR secured helped to leverage social media engagement with the brand, across its channels on Instagram, LinkedIn, Facebook and Twitter.
Testimonial
“The coverage we received in such a small space of time really exceeded my expectations and was worth every penny, culminating in a four page spread in Yorkshire’s biggest newspaper. We very much look forward to working with Hannah in the future.”
Edward Sexton, Partner and Owner at Glencroft.