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Read moreCase Studies
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- 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
Jo Tabiner: Start up success
Jo Tabiner: Children’s Sleep Advisor
Project:
When Jo Tabiner left the health service, she had a great idea for a business — to establish a service as a private children’s sleep advisor, helping anxious parents find a way to get their children to sleep at night. The only problem was she didn’t have any existing clients. She needed a cost-effective way of telling people what she was doing, and how she could help.
Strategy:
Our target was the North West regional media, as Jo was from Lancashire and wanted to operate in the area. It also helped that Jo was the first to set up this kind of service in the North West. We used this information as a hook to attract the interest of news editors, and health and women’s writers in the business. The service was also similar to one seen on TV by various Super Nannies so, in penning a release, we tapped into an area that was already enjoying plenty of media interest and airtime. We wanted to send a message about this new, innovative service, whilst at the same time, bring Jo very much to the fore. Ultimately, we wanted the world to start pounding on her door.
Results:
There was a little head scratching when the initial concept was explained to journalists, which is a good sign because if they’ve never heard of it before, it shows how new the idea is. East Lancashire regional paper, the Lancashire Telegraph, ran a full page feature and included Jo’s contact details. BBC Radio Lancashire put her to the test. She was interviewed in the studio and then listeners were asked if they wanted to try out Jo’s services. One volunteered and a couple of successful follow-ups were broadcast. A couple of weeks after the Lancashire Telegraph article was published, Jo was contacted directly by someone who had seen the article. They became her first paying customer!
She says
“Viva was the essential ingredient for the launch and subsequent success of my business. The service offered by Tony and his team is very efficient and cost effective.”
