The ICG little black book of Public Relations & Copywriting. Or, how we help our clients build their company’s profile without busting the budget.
Welcome. ICG is an award-winning full service agency that boasts ‘real’ specialists in a broad range of creative disciplines from PR & copywriting to design, advertising, marketing and web.
W.T. SeaAir
Many of our clients take a blend of services including PR. However, if you are not looking for a fully integrated campaign, we are happy to tackle stand alone PR projects, or specific copywriting briefs. Our PR and writing team has worked at big city agencies, and in several newsrooms so we know what makes the media
tick and what makes a good story. From medium size businesses to plcs, we are the agency of choice - because people like working with us, and we get results. And please remember, ICG don’t charge over inflated fees based on a postcode and give 100% effort no matter what size your budget.
Great results with ICG PR. Great PR is one of the most cost-effective ways of getting the attention of your potential customers. It gets people talking about your product or services at bus stops, in the car, during coffee breaks, in the office, at home and on and on‌
But today, there have never been so many different ways of reaching potential audiences. Take newspapers, magazines, radio, TV as read – what about blogs, online content, e-shots, podcasts, social media and digital editions? PR has never before had so many outlets. Stories live longer, they’re more accessible and reach wider audiences. So if you need an extra pair of hands to help your business get the most out of the information economy, try PR, and try ICG.
Our services. • Media Relations: Newspapers, Radio, TV, Specialist & Trade, Digital • Internal & External Comms: Copywriting, Newsletters, Brochures, Digital Content • Event Management & Publicity • Exhibition & Conference Support • Corporate & Community Campaigns • Crisis & Issue Management
PR vs Adverts. Once upon a time... There were two competing companies, ‘Gizmos for You’ and ‘Gadgets for All’. Both had a budget of £1,500 to promote their great products.
Gizmos for You
Vs
Gadgets for All
Budget decisions. Gizmos for You decided to spend all their money on one advert in ‘I Love Stuff’ magazine.
Gadgets for All spent their £1,500 with a PR agency.
A little story... Results? As planned, Gizmos for You had an advertising presence in their chosen magazine (readership 30,000) for £1,500.
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VEz iLO a g a m
The Gadgets for All PR agency achieved these results: • I Love Stuff magazine’s article ‘Top 10 Christmas Presents’ • The Daily Star’s tried and tested recommendation • Manchester Evening News online • Featured and talked about on www.gadgetreview.co.uk • The press release was used on the company’s website and in its e-news shot
i
WIN!
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VEz iLO a g a m
i
WIN!
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Estuff
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iLOV
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WIN !
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The moral of the story? A well-crafted press release and a coverage hungry PR team can reach a wider audience for the same budget.
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All the stuff avalatest ilable RATE D BY US
Blackpool Zoo: We need to get the visitor numbers up. Challenge The North West leisure market is fierce and Blackpool Zoo has to ensure that footfall is buoyant all year, especially during peak periods. ICG was assigned to position the zoo as a ‘must see’ destination, a fantastic family day out and great value. With a modest budget in place, PR activity needed to work hard. Solution We developed a 12-month plan of activity: win family tickets, Be a Zoo Keeper for the Day, What’s On listings, new animal arrivals, postings on YouTube. We focused on
getting out the messages - ‘great prices’ – ‘always something new’ – ‘something for everyone’. Result Granada Reports…BBC North West…The Sun…Pick Me Up...Animals and You… to name but a few titles. The value of the media coverage far outweighed the budget; since ICG was appointed the zoo reported an increase in visitor figures and revenue.
News Stories
New Attractions
Competitions & Features
Blackpool International: Need more people to know we’re here. Challenge When a private company took over the management of Blackpool International Airport from the local council, they needed an agency with fresh and innovative ideas to compete in a tough North West travel market. Attracting new passengers and new airlines was critical. Solution Our design, PR and copywriting teams went back to basics by developing a new brand identity for the airport, which included a new logo, key messages – ‘low cost’, ‘hassle-free’ - and a new website. We used the
£2m upgrade of its passenger terminal to ‘relaunch’ the airport to the general public, trade and media. Result The ‘relaunch’ attracted national and regional coverage, with journalists flying into Blackpool to report on the event. Ongoing airport visibility is maintained through regular e-shots, competitions and news stories – we even managed to name an aircraft after Radio One DJ Jo Whiley! Civil Aviation Authority passenger statistics show that Blackpool Airport is now ranked as one of the fastest growing airports in the UK.
Company News
Publicity Stunts
TV & on-line
Cumbrian Homes: Sell our prestige properties. Challenge When house builders Cumbrian Homes turned a rare ‘Calendar House’ in Carlisle into luxury apartments, they needed to recoup the large investment as soon as possible. ICG was tasked with finding potential buyers and generating sales. Solution For a property as unique as Holme Eden – something special was required! We created a luxurious press pack that reflected its historical and cultural legacy with images of beautiful
architectural detail and local countryside. Distribution of the press pack was deliberately limited and carefully targeted at high end national and regional publications. Result The results speak for themselves - The Independent, The Observer and The Sunday Times all featured generous column inches. Several prestige regional lifestyle titles also covered the story. When Cumbrian Homes’ phones started ringing, we knew we had met the challenge.
National News
Press Packs
Copywriting
Scott Rees: Enhance our market sector profile. Challenge Employing more than 160 people, Scott Rees & Co is a leading law firm specialising in personal injury claims and represents thousands of people throughout the UK. To develop the business, the firm needed to enhance its profile with the major insurance companies, the legal community and locally. Solution By contributing to industry debate in the insurance and legal press, we demonstrated the firm’s knowledge and expertise. On going news stories about appointments, investments and innovations added to the press coverage
achieved. At a local level, we worked on sponsorship projects – supporting young athletes as well as community, policing and road safety initiatives. Result Regular, positive stories have helped build our client’s visibility and reputation in the B2B sector and the North West region. We have developed a strong sense of partnership with the firm – frank and open dialogues about the challenges it faces has helped us to continually refine our PR strategy – and we have now worked for Scott Rees & Co for over seven years.
Regional & Specialist Media
Sponsorship & Charity Campaigns
Copywriting
Our copywriting service gets to the point. No matter what service or products you offer whether it’s grass cutting or legal services - pizzas or copper tubes - we can turn our minds to producing informative and eyecatching copy.
ICG digs deep to understand your organisation so that we can effectively promote your business to potential clients or communicate news and corporate messages to your staff and external stakeholders. From news releases to press packs - adverts to direct mail - newsletters and brochures to websites, e-shots, blogs whatever your copywriting requirements we can help.
Schwan’s: Get staff reading our tasty newsletter. Challenge Schwan’s Europe who produced popular products such as the Chicago Town Pizza had a communication challenge – hundreds of employees split over two sites. The company wanted to engage people and at the same time inform them about company developments. Our brief was to revitalise the company’s newsletter, Euroviews, so that people would actually read it, enjoy it, be informed and want to contribute.
Solution ICG’s design and PR copywriting teams totally revamped the newsletter’s layout. Greater use of photography and illustrations gave the newsletter pace and punch. Easily digestable editorial formats included A 60 Second Interview, Coffee Break Quizzes, Staff Noticeboard and double page product profiles spread information into bite size chunks. Result The newly designed newsletter became a much livelier publication without undermining its serious business content. More people read it and more story ideas were contributed than space allowed!
W.T. SeaAir: Explain clearly what services we offer. W.T. SeaAir
Challenge W.T.SeaAir is a global logistics provider with an impressive portfolio of clients including many high street retailers. However, a period of expansion and acquisition had left the company with a fragmented corporate identity and proposition. It recognised that it needed to convey clearer messages about its services and expertise to potential clients. Solution Unite all W.T. SeaAir’s services under one umbrella. Our designers, copywriters and the client worked together to deliver a robust solution.
The company’s services, resources and competitors were thoroughly researched, to ensure everything that ICG produced – from website to sales literature would be concise and easy to navigate. Result Welcome to the new face of W.T. SeaAir! The new branding united the company’s extensive range of services whilst all supporting material was written to reflect its position as one of the fastest growing global logistics providers – providing clear pathways to its services and expertise.
01772 679383 www.icgpr.co.uk
Let’s talk. OK, what’s the bottom line? Our PR and copywriting team has worked with companies and organisations of all shapes and sizes. Whether it’s a one-off project for a product launch, a quarterly newsletter or an ongoing awareness campaign - we can tailor our activity to fit your brief and budget. ICG’s fees are based on the time that we anticipate will be needed to achieve your objectives. And don’t worry…everything is agreed in advance – so there are no surprises.
Let’s talk... We’d love to show you what we can do for your organisation. To find out more about how we can help you achieve your marketing, sales or communications objectives, please call Peter Cobley or Denise Dawson on 01772 679383.
Intereurope Communications Group Windy Harbour Barn. Harbour Lane. Warton. Preston. Lancashire. PR4 1YB.
Contact Us T. 01772 679383 F. 01772 631440 E. info@icgpr.co.uk
Online W. www.icgpr.co.uk B. www.icgpr.blogspot.com