Nsi&physioneedspageturn

Nottingham Sports Injury Clinic (NSi) and PhysioNeeds

Social Media PR Proposal Prepared by: Susannah Saywood Alan Boyden 4th August 2014

Why Freestyle?

We don’t just create great PR, we create PR that really stands out and gets noticed - we call it Creative PR. Our clients tell us they really benefit from this new way of working. We give them the ability to deliver the same consistent message across their PR and marketing - all from under one roof.

We’re an integrated marketing and communications agency based in the heart of Nottingham. We have been helping clients achieve their marketing objectives since 1991 through PR, event support, social media, websites, direct mail, design and advertising. We work with clients across a number of sectors and industries, delivering effective B2B and B2C campaigns.

Creative

PR and Social Media

Our experience in PR and Social Media Our PR team has a wealth of experience in managing PR activities for many types of businesses, with our current client portfolio spanning local and national companies within the sports, travel, food, FMCG, child safety, industrial and agricultural sectors. We are well placed to manage communications between businesses, their customers and the press via a multitude of platforms - including the strategic circulation of press releases, management of social media, creation of EDMs (electronic direct mails) and blogs; ensuring optimum publicity when and where it matters the most.

Our PR team members have solid backgrounds in B2B and B2C business PR, in-house PR, journalism, project management and copywriting and are skilled at tailoring communications to suit your individual company needs, with the exact tone of voice and message you require.

Social media proposal With some social media platforms already in existence within NSi and PhysioNeeds, a targeted campaign which regularly delivers timely, credible and interesting content, with the ultimate aim of generating greater awareness and interaction amongst your current audience, as well as grow your audience, would be an excellent platform for NSi and PhysioNeeds to maximise the values of its brand and promote yourself as experienced experts in your field.

In order to grow NSi and PhysioNeeds presence on social media channels; Freestyle could provide the following support: •

Develop your initial strategy over two platforms (Facebook & Twitter)

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Research and identify suitable and timely topics of interest including forthcoming events (e.g. National Physical Therapy Day 8th Sept)

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Establish monthly meetings to agree and plan forward features

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Create all content, tweets and posts for you

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Tweet at regularly daily intervals

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Encourage users to share your content

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Retweet relevant content

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Manage Facebook ad campaigns budget.

Which platform - Why Facebook and Twitter?

Choosing the appropriate social media channel comes down to the following factors: •

Target audience

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Content produced

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Tone of network

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Engagement levels of network

It would be our initial recommendations to fully develop and utilise your current Facebook and Twitter platforms before expanding your reach to include any of the following; •

Google + and Google Places

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Linkedin

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Tumblr

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Pinterest

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YouTube

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Instagram

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Flickr

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Foursquare

PR Proposal Your requirements, objectives and unique selling points We develop communication campaigns to deliver the results our clients want to achieve whether that’s an increase in clients, an increase in media coverage, or simply to raise personal or corporate brand awareness. Our aim is not merely to generate media coverage, but to ensure that our activity is in line with your overall marketing objectives at NSi and PhysioNeeds.

We would agree specific objectives at the beginning of the PR campaign; however they may include the following: •

An increase in regional awareness of the NSi and PhysioNeeds group

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An increase in media coverage both off and online in local and regional areas; and where appropriate within national industry specific markets, for NSi and PhysioNeeds

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To establish NSi and PhysioNeeds as the ‘go to’ provider for sports massage and specialist treatment within Nottingham

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An expansion of NSi and PhysioNeeds customer base and great networking opportunities.

Before the start of the campaign we would also decide on the unique selling points for NSi and PhysioNeeds, and the key messages to be conveyed. We would then ensure these messages are included in all marketing communications. These messages may include: •

Promotion of NSi and PhysioNeeds as Nottingham's Premier Physiotherapy and Sports Injury Clinic

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One of the most experienced practices in Nottingham, with over 25 years experience

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A trusted supplier of quality hands-on physiotherapy treatment by fully trained CSP and HPC registered staff

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Provision of prompt treatment, emphasising your mantra, "Early treatment speeds recovery"

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Promotion of complementary services such as acupuncture, sports massage, podiatry, Pilates and the Alexander Technique.

Our approach To achieve the objectives outlined above, and any other objectives required, we would use the following PR and marketing activities:

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Communications planning – We would spend time getting to know you, your team, your businesses and your industry. This will help us to find out what’s important, what stories are in the pipeline, and what hooks we can use to hang news stories on. We would then put all this information into a detailed monthly PR plan. However, this plan will be a ‘living’ document allowing for flexibility and reactivity.

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Monthly newsgathering – we would meet with your team on a monthly basis, to gather news stories, discuss potential press releases and develop ideas for the month ahead. Not only does this help us to get to know our clients better, but it means no potential news story is missed.

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Making the most of the media – having worked out your objectives and agreed a PR plan, we would then focus on the following:

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Setting up and running a proactive press office - Freestyle will handle any press and advertising enquiries which result from the publication of a news story. We would then feed any relevant opportunities back to NSi & PhysioNeeds, together with recommendations; and liaise with the media on your behalf.

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Finding forward features – based on your key activities and area of expertise, Freestyle will research the forward features calendars of key target media, identify those relevant to you and prepare inclusions.

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Liaising with local media – we would contact editors and journalists at relevant publications to introduce NSi and PhysioNeeds and their areas of expertise; encouraging them to contact us when they require a comment in a relevant area.

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Preparing press releases – a regular flow of strong, news worthy press releases will help to raise and maintain awareness of NSi and PhysioNeeds and its services. Press releases can be based on a number of topics, for example:

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Reactive comments on national, local and regional news stories

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New services

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Business expansion news (new Physio Needs centre locations)

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New staff members

Example press list: Consumer media–

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Nottingham Post

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Nottinghamshire Today Magazine

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Bridgford Life Magazine

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City Life & Country Living Magazine

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Notts TV

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BBC Radio Nottingham

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West Bridgford Wire Website

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Nottinghamshire in Focus

Project management o

Implementation of a PR Activity Plan – including all press releases, features submissions and case studies

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Monthly planning and status updates

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Monthly newsgathering meetings

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Dedicated point of contact for day to day liaison

Monitoring and evaluation – the success of the ongoing PR campaign will be measured against the objectives set at the beginning of the campaign (a press cuttings service to better monitor and record press coverage can be purchased as an optional extra if required). In addition, we will work with you to achieve specific PR campaign metrics based upon your requirements, to provide tangible evidence of return on investment.

Breakdown of costs The activity outlined above will require an investment of £500.00 + VAT per month for Social Media campaign management and / or £1000.00+ VAT per month for Public Relations campaign management. Both services are offered for a minimum period of six months with a view to appointing us on a rolling contract basis with a notice period of three months either side. The activity is broken down as follows:

Social Media Management: •

Grow NSi & Physio Needs presence on social media channels

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Creation and forward planning of copy content

£500.00+VAT •

Suggest topics for blogging

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Campaign monitoring and evaluation

PR Communications Planning & Project Management: •

Developing a PR communications strategy

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Media planning & implementation

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Evaluation and reporting

Proactive Press Office: •

Build, maintain and regularly inform an agreed press list

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Create and nurture key relevant media contacts

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Provide relevant journalists with a regular flow of news and stories/comments

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Draft, approval and distribution of at least one press release and one case study/second press release/feature per month

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Scheduled features tracking and submissions for all key media

The costs in this initial proposal are valid for 30 days from date of issue. All costs are subject to VAT, payment terms are 30 days from receipt of final invoice and all activities are subject to our normal terms & conditions, which are available on request.

Copyright Freestyle Marketing Communications Ltd 2014.

£1000.00+VAT

Case Study

Arrow Farm Shop and Café-Diner

Situation

Electronic Direct Mail

After selling potatoes at the farm gate, the Blagg family opened

Regular Electronic Direct Mails (EDMs) containing news, upcoming

Arrow Farm Shop near Worksop in 1991. It has steadily grown into

events, farming updates and downloadable vouchers to use in

a diverse Farm Shop selling produce from local and national

the Shop and Café-Diner are sent to subscribers to encourage

producers. A refurbishment in 2011 saw the addition of a Café-

and incentivise regular customers to visit more often.

Diner which serves freshly prepared meals to customers,

Result

alongside spectacular views of the Nottinghamshire countryside.

Task Initially Freestyle was approached to provide integrated PR and

•

Regular print coverage in local press.

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Excellent EDM open rates and engagement with social media marketing.

marketing services for the relaunch of the refurbished Shop and new Café-Diner.

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share their good experiences with friends and family.

After the success of the relaunch, Freestyle was asked to provide ongoing PR and marketing support to raise the profile of Arrow Farm, promote events, and ultimately attract new customers.

Activity Freestyle currently manages an ongoing multi-channel PR campaign, consisting of Traditional PR, Social Media and Electronic Direct Mail.

Traditional PR Freestyle has built good relations with the local press in the Worksop area and produces press releases focusing on events, promotions, and general news stories as well as engaging reader offers that are featured regularly in local newspapers, encouraging readers to visit Arrow Farm. Advertorial features in regional and national magazines have also helped to spread the news about Arrow Farm’s refurbishment and continuing success.

Social Media Social media channels, Twitter, Facebook, and Foursquare have been set up and are managed by Freestyle to keep customers informed of news, events and developments, as well as build links with the local community. Voucher promotions for Shop produce or Café-Diner meals are available and supported through social media channels, encouraging new and existing customers to visit Arrow Farm.

Social media channels continually gain new followers who

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Arrow Farm Shop and Café-Diner customers have increased year on year.

www.clippasafe.co.uk

Case Study

ClippaSafe

Situation

Through marketing and PR, Freestyle is helping to raise the

Clippasafe is a Nottingham company and its child safety

profile of Clippasafe and its products to a wide ranging

products are respected worldwide. It started out manufacturing

audience, as well as establishing it as the leader in its field.

harnesses in the 1950s and has come a long way since then.

Clippasafe now designs and manufactures hundreds of products under its own brand as well as for leading retailers like Mothercare, John Lewis and Toys R Us.

Task Clippasafe needed more streamlined marketing and communications, to ensure its messages are being received by the right people, in the right places and at the right times. The company needed to be recognised as a market leader in the manufacture and supply of child safety products, both in the UK and internationally.

Activity To make this happen, Freestyle manages Clippasafe’s PR activity, print advertising and direct mail campaigns as well as its website and visual brand development. This involves working closely with the editorial teams of the key trade press to build strong relationships and secure good coverage of Clippasafe news, product launches and event activity. As well as managing and distributing a monthly electronic direct mail to a carefully managed database, Freestyle has designed and built a new e-commerce site for Clippasafe and has implemented an online marketing campaign to generate increased web traffic to the new site.

Result •

Consistent coverage in key trade publications

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Brand uniformity across all collateral and channels

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Increased consumer and trade awareness of Clippasafe

Dri-Pak Ltd

Case Study

www.dri-pak.co.uk

Situation

Web

Dri-Pak is a producer of traditional, natural and sustainable

Freestyle also designed and manages the Dri-Pak website,

cleaning products including Soda Crystals, Soap Flakes and

from updating content and images, to monitoring the amount

White Vinegar.

of traffic to the site and the behaviour of visitors.

Strong competition from major multi-nationals had led sales of

Result

Dri-Pak products to decline. As budget limitations meant traditional consumer advertising was not a possibility, Freestyle

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interest magazines, as well as more specialist markets and

recommended a sustained, low cost, but maximum impact PR

online

campaign to increase sales.

Task Public perception of traditional cleaning products was that they were old-fashioned, difficult to use and not as effective as modern chemical cleaners. Therefore, educating potential customers on the uses and benefits of the products became a key part of the PR plan as well, as championing Dri-Pak as an inexpensive, sustainable brand to rival ‘green’ competitors.

Activity Freestyle manages an ongoing multi-channel PR campaign.

Traditional PR Press releases, longer articles, feature contributions, competitions, and combined news stories with customers, regularly feature in print and online publications in a wide range of industries.

Social Media Social Media channels, Twitter, Facebook, Blogger, YouTube and Pinterest are employed to educate potential customers on the applications of Dri-Pak products and encourages interaction with the brand. It also provides an outlet for customers to share and recommend their experiences of using Dri-Pak products.

Electronic Direct Mail An Electronic Direct Mail containing interesting stories, hints and tips, and competitions is sent to subscribers each month and is a way of both capturing data and communicating directly with the customer.

Regular print coverage in national women’s and home

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Dri-Pak social media channels continually gain new followers

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Website traffic increases year on year.

PR activity carried out by Freestyle established Dri-Pak as a significant sustainable consumer brand and sales of products have increased.

Key Contact: Alan Boyden Email: Mobile: Telephone: Web: Twitter:

Managing Director alan@freestyleuk.com pr@freestyleuk.com 07778 058 530 0115 969 0180 www.freestyleuk.com @Freestyleukcom

Freestyle Marketing Communications Ltd 3 Pelham Road, Nottingham NG5 1AP

www.freestyleuk.com freestyleukcom