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Our role for brand Bring to life brand and corporate messaging through broadcast communications nsure best use of fresh and E existing collateral Provide ongoing consultancy and support Create and develop key themes / creative story-lining Secure extensive coverage within broadcast and social media
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Our experience
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Over 18 years experience providing broadcast consultancy and coverage to the UK communications industry Over 16,000 items of editorial radio and online coverage generated last year Over 70 live webTV shows and 100 hours plus of video produced last year Winners of New Media Age and Revolution Awards and shortlisted as Brand Innovator of the year at Marketing Week Engage Awards PR Week Award winners for Best Use of Broadcast and Best Live Brand Experience respectively Five fully equipped broadcast studios incorporating down the line TV broadcast facilities Regional, national and international broadcast outreach Founding broadcast partner of the CIPR, Broadcast Partner PRCA, PR Week vodcast producer and IAB podcast partner Member of the IAB Video and Social Media Council Recognition of our success comes from more than 93% client retention
broadcast approach
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On every project, regardless of size, the most appropriate members of the core team of 24 broadcast media consultants engage with the client to establish key aims and objectives and discuss potential issues and solutions.
our services editorial
PRoDUctIoN & MeDIA ReLAtIoNs: Broadcast interviews (Radio, TV and online) Audio feature/ podcast Video feature B Roll WebTV programming Competitions (Radio and online) Viral development Newsbites Outside broadcasts
through the line Promotions Sponsorship Vignettes Live read activity Brand funded programming
research Story angle creation Consumer and B2B research (UK and Global) Online focus groups
We then seek specialist input across the relevant sectors and specialists within markettiers4dc – the TV, radio and online media liaison teams; our digital and technical services department; and our audio/visual production unit - to inform our strategy development. Most importantly, all those teams also have input in terms of the campaign creative. We will develop original angles to deliver the campaign objectives and capture the interest of the target media.
facilities In-house production facilities, including our new Virtual Studio, allow us to create audio and video broadcast quality content quickly and cost effectively.
5 studios
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3 edit suites
10 in-house production staff
CASE STUDY Arthritis research uK cAt bULL
PAGE 08 STRATEGY Our brief was to raise awareness and ultimately drive donations for Arthritis Research UK’s initiative. In order to deliver this, the markettiers4dc creative team needed to find a video led solution that would maximise results from Arthritis Research UK’s key ambassadors. Ambassadors included 23 year old Cat Bull, who has lived with Rheumatoid Arthritis since the age of 14 and was running the London Marathon despite her physical challenges, and Prof Phillip Conaghan of Musculoskeletal Medicine at the University of Leeds. The strategy to deliver coverage was simple; we applied our expertise and understanding of the ingredients for successful terrestrial television to the creation of a short video feature that was distributed to key online targets. The result was a heart-warming piece that told Cat’s story in an inspirational manner whilst including expert comment from Professor Phillip Conaghan who emphasised the need for continuous support for the charity.
REsULTs The video reached an audience in excess of 70 million with coverage featuring on the Daily Mail, Now Magazine and the Independent. The reach from the Twitter activity alone was almost 250,000.
CASE STUDY British Lung Foundation children’s charter
PAGE 10 STRATEGY The first phase of activity announced the launch of the children’s charter, encouraging people to sign up and show they supported the proposed ban. An outside broadcast was conducted from London’s Science Museum at the official launch of the children’s charter. British Lung Foundation Chief Executive Dame Helena Shovelton took part in interviews on location along with case study Lynda Mitchell, who has COPD from her parent’s smoking, despite never having smoked a cigarette in her life. When the British Lung Foundation had amassed 15,000 signatures the time was right to revisit the campaign. Five schools from across the UK were recruited by the British Lung Foundation to help deliver the petition to Downing Street. markettiers4dc offered pre-recorded interview and filming opportunities with the school the day before the petition was due to be delivered to allow media to speak to teachers and students in their school.
REsULTs Across the three phases we secured 335 items of radio coverage and 5 items of TV coverage, including Daybreak, ITV Central, Sky News Radio, BBC London, BBC Scotland, and BBC Wales.
Dame Helena Shovelton then took part in a series of interviews from our studios including live phone-in debates and being interviewed alongside smokers’ rights group Forest. Many stations went on to dedicate entire programmes to the debate. Finally, markettiers4dc accompanied the British Lung Foundation to Downing Street to manage crews on location as coverage continued throughout the day. BACKGROUND As an organisation the British Lung Foundation have traditionally not engaged in political lobbying or legislative change. So when they decided to propose a government ban on smoking in cars with children present it marked a major shift in communications for the charity. markettiers4dc were brought on board to conduct research into attitudes to smoking in cars and to conduct two phases of broadcast media activity around the launch of the children’s charter and the eventual delivery of 15,000 signatures to Downing Street. When you smoke in the car, they smoke. Sign up to protect children’s lungs from passive smoke in the car at www.lunguk.org And for advice on how to quit please call the BLF Helpline 08458 50 50 20
British Lung Foundation. Registered charity of England and Wales No. 326730. Charity reg. in Scotland No. SC 038415.
CASE STUDY Boy George fronts hep c campaign
PAGE 12 STRATEGY In early February 2011, world-famous singer/songwriter, Boy George, was in our studios as an ambassador of the Hepatitis C Trust, leading their latest campaign to encourage people to get tested for the disease. For three hours he discussed the striking photographs he had himself taken of current celebrities dressed up as 80s icons including Mat Horne as Adam Ant and Paloma Faith as himself. The photos were to be auctioned off to raise funds for the charity. We set-up interviews with 14 stations including Sky News Radio and Unique Entertainment News, both of whom distributed their soundbites to the 300+ commercial stations in the UK.
REsULTs The audience reach for the coverage was approx 47 million people, while the AVE was approx ¸ 350k, building on the success of the previous campaign we’d run for the charity featuring Sadie Frost. Reflecting on the day, the Hep C Trust’s Gemma Peppe, who joined Boy George in the studios for the interviews, said, “Thanks to markettiers4dc for looking after us. We found all the staff so helpful and friendly that coming in was an absolute pleasure.”
CASE STUDY mencap StAND BY Me
PAGE 14 STRATEGY A report was released to coincide with Learning Disability Awareness Week (20 – 26 June 2011) to launch a three year campaign by Mencap against disability hate crime. markettiers4dc worked with Mencap to deliver outstanding broadcast coverage using a bank of case studies from across the UK who could talk about their own experiences along with regional Mencap campaign managers and Head of Campaigns and Policy David Congdon. While the story always had strong national media potential, it was vital to ensure that the media were aware that police forces were involved in the study on a voluntary basis. markettiers4dc had to work with sensitivity and awareness of historical cases in each region during the sell in. BACKGROUND Several high profile cases of disability hate crime have dominated the media in recent years, with the tragic deaths of Fiona Pilkington and Francceca Hardwick in 2007* and David Askew in 2010 throwing scrutiny on the way in which police forces handle these cases. As the UK’s leading learning disability charity, Mencap commissioned a report looking into the practices regarding disability hate crime of 14 police forces around the UK who voluntarily took part in the study. The police services who contributed to the research confirmed that actual levels of disability hate crime were much higher than reported and their statistics were almost meaningless. Many police services have also admitted that competing demands on their resources have meant that hate crime against people with a disability often gets overlooked. As one participant commented: “Disability hate crime is often the poor relative of racist hate crime.”
REsULTs Working across the weekend to secure national interest for Monday, markettiers4dc generated 162 items of broadcast media coverage to launch the report. This included Radio 5 Morning Reports, Radio 4 Today Programme (Live), BBC Leicester (the station local to Leicestershire police who were scrutinised for their handling of the Fiona Pilkington case), and BBC Manchester (regarding Greater Manchester Police’s handling of the David Askew case).
CASE STUDY opal: open air laboratories
PAGE 16 STRATEGY Over the course of the last three years markettiers4dc have worked with OPAL on four of their ‘citizen science’ projects asking the public to assist with monitoring the natural world around them and concentrating on pond life, lichens as a monitor of air quality, bugs and climate. markettiers4dc used access to regional community scientists as well as central spokespeople in London and case study school participating to secure broadcast interviews for the project around the country. Presenters with children were targeted and sent packs to participate in the project, as were programmes with scientific features in their programming. Outside broadcasts were also organised upon request so that stations could broadcast live from schools and outdoor spaces with a OPAL scientist present to talk through the campaigns. BACKGROUND OPAL are a Lottery Funded partnership led by Imperial College London and working in partnership with the Natural History Museum. Their aim is to encourage the British public to participate in scientific experiments by observing and recording the world around them. Each survey was accompanied by an activity pack that could be ordered by post or downloaded from the OPAL to help parents and schools participate in the study.
REsULTs Across the four projects markettiers4dc secured 358 items of radio coverage and 2 items of TV coverage including the 3 slots on the Today Programme, ITV London Tonight, BBC Spotlight, BBC London, BBC Wales, Sky News Radio, BBC GNS, and BBC Scotland.
CASE STUDY prostate cancer awareness month
PAGE 18 STRATEGY As part of their retained support of the Prostate Cancer Charity, markettiers4dc were brought on board to maximise broadcast coverage around the month using the huge range of fund raising tactics and spokespeople available. Prostate Cancer Charity ambassador Max Beesley offered his support from LA, along with his father Maxton in the UK who lives with prostate cancer, so markettiers4dc arranged for a studio in LA to pre-record a video and audio feature interview explaining his experiences of and reaction to his father’s condition. On the first day of Prostate Cancer Awareness Month a live satellite link up was also arranged for Daybreak allowing Max to appear live from LA as his father joined Adrian and Christine on the sofa. Max’s video and audio interview were then syndicated to broadcasters across the UK while Maxton and Prostate Cancer Charity spokespeople were made available for interview. Simultaneously, celebrities including Jamie Redknapp, Ben Shepherd and Les Ferdinand unveiled their specially designed underwear at M&S Oxford Street, with each celebrity being filmed and interviews by markettiers4dc for syndication. Sustained coverage was maintained throughout the month by producing a live WebTV show with Maxton, syndicating audio from all activities, further interviews as a group of supporters petitioned Downing Street for better access to the PSA Test, and a video of the charity’s visually striking Blue Man Stunt. BACKGROUND 2011 saw the third annual Prostate Cancer Awareness Month, the Prostate Cancer Charity’s flagship fund raising and awareness raising campaign. This year the theme was “I’m Aware”, with a series of celebrities, case studies and medical spokespeople engaging in awareness raising activity for the charity. Events happening across the month included a range of fund raising underwear designed by celebrities and on sale at Marks & Spencer, a 5 aside tournament, and a stunt whereby the charity’s iconic blue men took to the streets of London.
REsULTs The charity saw an uplift in coverage on previous years, generating an excellent piece on Daybreak, a total of 351 items of radio coverage, and 19 items of online coverage for the video and WebTV content.
CASE STUDY The youth of today
PAGE 20 STRATEGY To communicate the work of The Youth of Today we produced a three hour live and interactive web TV show. The Youth of Today Show was produced in partnership with young people, especially for young people, and was broadcast exclusively online. From music, to film making and international voluntary work, the show demonstrated the fantastic youth leadership projects that are taking place across the UK. It was co-presented by young people alongside radio DJ Edith Bowman and featured live interviews with high-profile guests including Lord Sugar, music star Craig David and Olympian Dame Kelly Holmes, as well as pre-recorded interviews with The Apprentice winner, Tim Campbell, actors Aml Ameen and Idris Elba, Manchester City and England football star Gareth Barry. Videos were supplied and edited by various youth teams at the numerous organisations involved in youth leadership projects around the UK. BACKGROUND The Youth of Today has been created to help young people be leaders of change in an increasingly complex world. It provides leadership, training and networking opportunities. The initiative is funded and supported by the Department of Children, Schools and Families and Communities and Local Government, and is managed by a range of leading organisations including the Prince’s Trust, The National Youth Agency, Changemakers, The Young Foundation, UK Youth Parliament, British Youth Council and the Citizenship Foundation.
REsULTs The focus of the campaign was to drive the audience to view the show through the The Youth of Today’s Facebook Fan page, where viewers could of course, also become a fan themselves. We also encouraged the show’s guests to tweet about it on their Twitter feeds and post messages on their own social network pages. The show was also streamed through the partner sites and aggregated to 19 other highly targeted websites, including those aimed directly at young people such as. Sugarscape, The 4 Ya Blog, and Teen First as well as those aimed at influencers such as parents and teachers, including TES. The result was that Facebook fans increased by 423% increase in the months leading up to the show, coinciding with the online PR activity and the show remains as fantastic collateral for all partners as it is now available to watch on demand.
CASE STUDY Time to change
PAGE 22 STRATEGY Time to Change enlisted the support of legendary boxer Frank Bruno and his daughter Rachel who were to publically for the first time speak openly together about Frank’s diagnosis with Bipolar Disorder and his subsequent highly publicised breakdown, which resulted in him being sectioned, instigated by his daughter, in 2003. Broadcast interviews secured by Marketiters4dc provided a logical step to underpin the aims of the campaign; by demonstrating the act of speaking out about mental illness. Time to Change were therefore able to address and deconstruct people’s fears that such conversations were awkward and uncomfortable. Through the activity Frank and his daughter communicated to the UK public the notion that ‘it’s time to talk’ about mental illness and ‘it’s time to change’ our perceptions towards mental illness sufferers. BACKGROUND Time to Change, the mental health charity enrolled markettiers4dc to support them in their ‘It’s time to talk, it’s Time to Change’ campaign - to encourage people to talk openly about mental health problems, with the overall aim of breaking down society’s prejudice towards those with mental illnesses.
REsULTs Top tier broadcast coverage secured included appearances by Frank and Rachel on ITV’s Lorraine show in the morning and the Alan Titchmarsh show in the afternoon, as well as a stellar 55 minute interview with Richard Bacon on BBC 5 Live markettiers4dc placed 15 live and pre-recorded interviews with stations within the narrow 3 hour period that Frank and Rachel were in our studios, to maximise this opportunity markettiers4dc also recorded an in house interview for further seeding, increasing the reach of the campaign by an additional 50 stations. Securing these broadcast opportunities resulted in a total potential audience reach of approximately 11,806,000 people for the Time to Change campaign.
if you require more information, please contact us E info@markettiers4dc.com T 020 7253 8888 F 020 7253 8885 A Northburgh House 路 10a Northburgh Street 路 London 路 EC1V 0AT