Interns! Know your worth
03/09/10
In a recent article posted by PR Week - many rec...
Read moreGod save Rooney’s reputation
06/09/10
Rooney may have struggled to score many goals sinc...
Read moreCase Studies
- Alder Grange: Top Class Results
- Maysand: Power behind the stone
- Architect Your Home: The plan
- Mulderrigs: A national campaign
- Hurstwood: Building a proflie
- Jack Ross: City image adds up
- Bolton Wanderers: Team players
- Sean Ruane: Headline act
- Hyndburn Life: Partnership role
- Community and Business Partners
- Jo Tabiner: Start up success
- Reebok years brought to book
Jack Ross: City image adds up
Umar (right) with Dragon's Den star Theo Pathitis at the Jack Ross sponsored Many Hands Appeal launch
Objective:
Jack Ross wanted to find a way of increasing its profile in the business community in Manchester, where its head office is based. At the same time, the firm’s 60th anniversary was also approaching so they wanted to do something memorable to celebrate that milestone.
As a small to medium independent accountancy practice in Manchester city centre, they really needed to raise their profile to help them compete with the bigger firms in the region. They were aware they had something different to offer, in terms of excellent personal service and specialist knowledge, but needed to put themselves out there, and improve their public profile.
Viva was asked to come up with ideas to achieve these goals. We researched a number of options before coming across the 'Many Hands Campaign'. It was an initiative that focused on the business community in the region, as part of a wider appeal to raise money for Manchester’s new children’s hospital. However, the campaign needed financial support to make it happen.
Our strategy:
By becoming the official sponsors of the Many Hands Campaign – which aimed to engage 250 businesses, each of which would then be tasked with raising £1000 for the appeal over the course of a year – it was a fantastic way of raising Jack Ross’ profile and building up vital links with the business community. The time frame was also perfect too. Because the campaign was ongoing, it fit in neatly with the 60th anniversary year. Being a local appeal as well, clients and staff alike could identify with the campaign.
As it was part of such a huge appeal, the campaign itself had no trouble generating publicity but it was up to Viva to ensure Jack Ross’ profile was raised as a result of the sponsorship. We also acted as the communication link between the firm and the appeal’s organisers, ensuring that a good relationship was maintained.
What happened:
The appeal was supported by Dragon’s Den star Theo Paphetis, which increased the media interest in the campaign. Three events were held over the year – the official launch opened by Theo, a business networking event, and the final, which saw businesses pitching to Theo as part of an innovation award. The strong media presence at each of the events, which were all attended by Jack Ross, helped to raise the firm’s profile.
In total, the equivalent of almost £125,000 worth of coverage for Jack Ross was generated over a 12-month period.
There were softer outcomes too: as well as sponsoring the event, Jack Ross got involved in the campaign by signing up as one of the businesses to raise £1000.* Several staff then seized the batton, organising and taking part in numerous fundraising events, and as a result, relations amongst staff were improved.
They say:
“We knew Viva would not fail to deliver the results we needed. The team’s proactive approach and creativity really shone through and they came up with a fantastic idea which has really helped to boost our profile and celebrate our 60th anniversary in style.
“The key thing is that in the time since we employed Viva, they quickly raised our profile in the Manchester area and beyond. They work proactively and come up with PR and marketing ideas that we would never have thought of ourselves — which is why I am happy to recommend them.”
Umar Memon, partner at Jack Ross Chartered Accountants:
*The campaign also inspired Viva to get involved, and we staged our own version of Britain’s Got Talent. We raised £3,500 for the appeal and were one of the businesses shortlisted for an innovation award, which saw us pitching to Theo Paphetis at the final event.
