We are Effective
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Effective is an award-winning public relations and digital marketing agency that focuses on creating engaging content, managing reputations, and building brands. The agency offers a wide range of services, including PR, social media management, digital marketing, and creative design, all tailored to client needs in an increasingly crowded marketplace. By utilizing integrated campaigns and advanced measurement tools, Effective helps clients achieve their marketing goals while maintaining a strong dialogue with their audiences.
We are Effective
- 2. An award-winning public relations, social media and digital marketing agency renowned for generating results for our clients
- 3. 5 So what’s our philosophy? It’s simple ... we are EFFECTIVE We proactively create and deliver inspiring ideas and content that engage customers and maximise audiences, while protecting reputations and building brands. “ ”
- 4. 7 So, what does it mean to be ? PR Social Media Digital Email Marketing Websites/SEO Creative Design Marketing Integrated Campaigns Crisis Communications Always first With ideas, with the news, first to market, first to talk, and always putting your reputation first. Always visible Through word, sight, sound, and touch. We are visible at every step. Always delivering The stories, the success and the good news, as well as managing the bad and meeting your goals; there’s no question we’re constantly delivering. Always creating ideas We excite and energise with ideas that are relevant and forever engaging, that have substance and deliver the message. Always responsive Ahead of the game, continually flexible, forthcoming, sensitive and positive. Always engaging We might not be irresistible, but we are charming, winning and a little dazzling.
- 5. 9 PR PR is no longer just about spreading the word, it’s about a dialogue, engagement, and above all, building and protecting reputations. And it comes in all shapes and sizes – press releases, blogs, social media content, website content, event and stakeholder engagement to name just a few. TheskilledandexperiencedEFFECTIVE teamcanhelp you with all of these, shaping a PR strategy aligned to your business and brand objectives. At EFFECTIVE we have the creative flair to not only craft the right messages, and perfect content - we also get it out there, to the right people and at the right time. There are more publications, radio stations, TV channels, and online platforms than ever before. It is a crowded marketplace with literally millions of messages fighting against each other to get through. We help our clients cut through all that noise by using our unique knowledge to maximise the full range of platforms, connecting and engaging audiences with all the right messages. PR is still a critical tool in the communications tool box. It is a powerful medium to deliver your message and carries huge importance and credibility in the eyes of the audience. By developing the perfect content for all channels we will EFFECTIVEly bring your brand to life. PR is no longer just about spreading the word, it’s about a dialogue
- 6. Social media is a new way to talk to people and express emotions 11 Social Media Social media enables people to engage and post a whole range of thoughts and emotions to a truly global audience. It provides a huge opportunity to talk to your customers in a personal and direct way, and vice-versa. Social media has become the key ingredient in modern brand communication and has shaped how we all speak to our customers. It is a fantastic way to personalise yourself and bring out your real brand identity. Social media provides the perfect opportunity to put yourself in front of your audience without advertising or a hard sell. You can find out what interests your customers, and you can engage with them. Most businesses know they should be ‘on’ social media but don’t have the time or the ideas to post the content. This is where we come in. We can write content, plan updates and schedule uploads... yes, we really can do it all. All you need to do is sit back, relax and watch the conversations take place! It doesn’t stop there, we monitor (for good and bad feedback), find out perceptions, and see what people are saying about your brand. And don’t forget one other critical reason for using social media – you can use it to drive new customers to your website – what’s not to like? So, if don’t have the time or the creativity for social media leave it to the EFFECTIVE team.
- 7. can create a look, feel and emotion for your message Digital The digital marketing phenomenon is the new piece of the marketing jigsaw. It makes use of all things technical (smartphones, mobiles, laptops, tablets, and websites) to engage with your audiences at a time and a place that is appropriate and convenient to them. We use technical wizardry to work out when your audiences would most like to receive information and how. We shape strategies accordingly, advising and helping clients to promote their content and messages via all of the online and digital platforms and devices. This could come in many forms – an optimised website to ensure you top the search engine rankings, a promoted tweet, an SMS, an online advertising campaign, or a personalised email campaign which you can monitor and track. Many of our clients talk about the importance of return on investment and evaluating the success of their PR and marketing campaigns. The very nature of digital strategies and campaigns mean that we can track the success of our activities down to a single click to a website. EFFECTIVE has invested heavily in developing software which enables us to measure, measure and measure again. And once we have measured, we report back with our evaluations and our recommendations. Nothing gets done just for the sake of doing it. 13
- 8. 15 there’s more We can help you reach your target audience More and more clients want our help with email marketing, websites and campaigns such as Search Engine Optimisation and online advertising. This is how we do it. Digital Email Marketing Email marketing is a guaranteed way to reach your audience. We work with clients to develop their email databases and then create and write newsletters and emails which are personalised to the recipient, and don’t end up in their spam. It gets better. Using special software, we are then able to track what the recipient does with the email, when they openedit,didtheyforwardit,oreven,diditbounce?Then, we produce a report with our recommendations, giving our clients a unique insight into the EFFECTIVEness of the campaign. Websites/SEO One of the biggest problems organisations face is a lack of time, especially to manage, maintain and promote their website. And there’s nothing worse than going to a website with out-of-date content. We can do this for you. If we’re writing fresh content such as press releases, let us upload it to the website. And there’s more. Using the likes of Google Analytics software, we can make recommendations to you on the use of key words (Search Engine Optimisation) and Pay Per Click campaigns, helping to increase the right kind of visitors to your site, and helping its performance with search engine ranking. Make sure your website makes the right impression - and is found before your competitors’.
- 9. 17 Nowadays people expect more from creative design than just pretty pictures Creative Design Content may be king but creative design is the heir apparent. How an organisation looks and presents itself has never been so important in our increasingly disposable, here-today, gone-tomorrow culture. EFFECTIVE has evolved and developed its creative services to support its content-led activities. These now include strategic brand creation, review, and implementation, brand design, logo development, advertising campaigns, marketing campaigns and online web designs. We fully recognise that people expect more from creative design than just a nice message or pretty pictures. They want to be wowed, invigorated. They want creatives that make a statement, shock, excite, amaze, astound, energise, inform, delight, thrill and provoke thought. Well, EFFECTIVE does all this and more! The design team creates what you want, along with a few additional ideas just in case. The team has the agility and the ability to get under the skin of your message and create individual or integrated concepts that will be more than just EFFECTIVE.
- 10. 19 We use an award winning integrated approach utilising a range of marketing tools Marketing Extra sales, more leads, increased market share – whatever your goals, you need a marketing strategy to achieve them. A marketing strategy is your road map, it’s your Sat Nav, it’s your personal tour guide. It tells you where you’re going, what you’ll need, and how long things will take. If you don’t have a marketing strategy, how do you know you will reach your destination? An EFFECTIVE marketing strategy goes beyond just developing a road map; we create your marketing ideology. To do this we will sit down with you and fully understand your brand, your unique propositions, your goals and your objectives. We will gain an understanding of where you want to get to and then advise you on how best to get there in the most efficient and cost-EFFECTIVE manner while constantly assessing the critical return on your investment. This strategy becomes the bedrock on which we build your plan and your campaigns. We use an award winning integrated approach using a range of marketing tools such as PR, above and/or below-the- line advertising, social media, digital marketing, direct marketing, web, print, mobile, or whatever the next big thing might be! So, whether your goal is to increase sales, gain competitive advantage or increase brand awareness, we will create a fully integrated strategy to deliver your marketing message EFFECTIVEly.
- 11. 21 From an eye-catching tweet to multi-platform campaigns Integrated Campaigns Being truly EFFECTIVE in today’s market needs a clever combination of modern marketing tools to get your brand heard. And EFFECTIVE has the right royal credentials to achieve this. Depending on your goals and target audience we use a combination of PR, social media, SEO, digital and creative advertising know-how to produce bespoke materials. Some clients use all of our skills, others pick and choose. Whatever the need, we will make your brand EFFECTIVE.
- 12. 23 Crisis Communications As Warren Buffett stated: “It takes 20 years to create a reputation and five minutes to ruin it”. Of course, no one wants a crisis, but they do happen. And more often than not, you will be judged on how you dealt with that crisis rather than the crisis itself. The EFFECTIVE team has substantial experience of how the media works, particularly during a crisis. We use this knowledge to advise clients on how to plan and manage their communications around a crisis, working to ensure that their reputation is protected at all costs. We prepare by... Evaluating the situation using tactical decision-making to help us identify if we are in a crisis or if one is pending which can be averted. We check... What does this mean for the client? Is it high or low risk and therefore what type of strategy and action plan do we need to adopt? We always... Respond quickly and appropriately, and we face a public challenge with facts, dignity and reputation credibility. We act to... Avoid any negative outcomes at all costs, and set in motion factors designed to combat a crisis and to lessen any damage.
- 13. How we have made a difference
- 14. Creation of a ‘Question of Sport – Mystery Guest’ style Youtube video starring Sam Warburton encouraging fans to guess the celebrity for the chance to win VIP 6Nations rugby match tickets. Mini-Mecompetitionsearchingforjuniorlookalikes for the Cardiff City football team – which appeared on Sky Sports. Social Media campaign content plans written, scheduled and managed along with competition entries for Mystery Guest and Mini Me. Achieved widespread community PR coverage by managing the presentation of turkeys to homeless charities at Christmas and sums of money given to community groups across South Wales. Wrote, delivered and managed consumer e-newsletter highlighting the Peter’s ‘Win a Car’ On Pack Promotion. A digital and social media element was at the heart of all PR campaigns to increase following and brand loyalty. Background to the project Peter’s Pies is one of the leading food manufactures in Wales and its pies have been a favourite at meal time for many years. Peter’s wanted to raise its profile with younger consumers and reinforce the company’s proud Welsh roots - while portraying themselves as a fun, energetic and successful business. How we made a difference Peter’s believes its six percent rise in sales in 2013-2014 compared to the previous year was fundamentally due to its integrated PR, Digital and marketing campaign. As well as 81 pieces of online and print coverage, Peter’s witnessed an unprecedented 77.3% increase in Twitter followers and a 62.4% growth in Facebook ‘Likes’ during the campaign. How we did it 27 CASE STUDY Luv Wales, Luv Peter’s Integrated Campaign
- 15. 29 CASE STUDY RHS Flower Show Cardiff Background to the project EFFECTIVE Communication was engaged to help drive visitor numbers to the 2014 RHS Flower Show, with a secondary objective of increasing the Royal Horticultural Society’s profile and its charity status. How we made a difference EFFECTIVE achieved all KPIs agreed with the RHS - 9 out of 10 were exceeded 90% of articles contained at least four of RHS’ five key messages 101 pieces of coverage were achieved, including coverage on The One Show and Daybreak and the Daily Express 533 tweets used the hashtag #RHSCardiff during the show. Tweets from six key influencers alone equated to a total of 212,700 impressions In total, the campaign generated 7,751,140 Opportunities To See (OTS) in print, 103,575,558 OTS online, 5.5 million on tv, 140,000 on radio 2014 attendance was 3% up on 2013 A record number of people searched for ‘RHS Show Cardiff’ in 2014 on Google, the highest since the show began in 2005, up from 82,600 on 2013 to 126,000 in 2014 Advance ticket sales up 13% from last year What we did Acted as bilingual spokespeople for the show Managed media throughout the weekend including all interview/filming requests Undertook research into media lead-in times to ensure timely content Using our contacts we were able to work with Cardiff Metropolitan University to gain access to academic research into gardening, health and wellbeing for news pieces to promotetheshowdates.WealsopartneredupwiththeCardiff Marriott Hotel to secure high profile editorial competition coverage on a key gardening website Community events including a schools’ wheelbarrow planter competition. Engaged with key influencers in tourism, weather and gardening on social media. Worked creatively to secure and draft non-listings coverage: Edible flowers features in food pages Wedding flowers features in bridal magazines Best hidden Welsh gardens in weekend magazine supplements Celebrity interview features on favourite Welsh gardens Beauty features on the science behind floral ingredients Garden Trends for 2014 in homes and interiors supplements
- 16. Award winning EFFECTIVE team 9 CIPR ‘Gold Awards’ in 3 years including ‘Outstanding Agency in Wales 2014 - 15’
- 17. 029 2083 8310 BeEffective@effcom.co.uk 46-48 Cardiff Road Llandaff Cardiff CF5 2DT www.weareeffective.co.uk /effectivecommunication @effcomPR effective communication