markettiers4dc Credentials & Case Studies
Energy & the Environment
Our role for brand ● Bring to life through broadcast communications brand and corporate messaging ● Ensure best use of fresh and existing collateral ● Provide ongoing consultancy and support ● Create and develop key themes / creative story-lining ● Secure extensive coverage within broadcast media
Our experience ● 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
consultancy
broadcast approach 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. 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.
Production & Media Relations: ● Broadcast interviews (Radio, TV and online)
● Audio feature/podcast ● Video feature
through the line
● Promotions ● Sponsorship ● Vignettes ● Live read activity ● Brand funded programming
● B Roll ● WebTV programming ● Competitions (Radio and online)
● Viral development ● Newsbites ● Outside broadcasts
research
editorial
our services
● Story angle creation ● Consumer and B2B research (UK and Global)
● Online focus groups
facilities In-house production facilities allow us to create audio and video broadcast quality content quickly and cost effectively.
5 studios
3 edit suites
10 in-house production staff
case study npower background
results
Npower commissioned markettiers4dc to conduct research to prove that the cold snap was a cause of family disputes and that the optimum temperature for the home – and also for family harmony - is 21C.
strategy To capitalize on the newsworthiness of the Winter Olympics, we advised that Eddy the Eagle - a man who knows more than most people about dealing with freezing temperatures - be the main spokesperson for the campaign alongside parenting coach Lorraine Thomas. A combination of radio and online video activity was recommended to enable npower to engage with its core audience of parents. An audio feature was also included in the strategy to maximize coverage alongside radio competitions offering parents the chance to win leisure vouchers to keep their kids entertained.
A total of 111 pieces of coverage were secured across radio and online, with key radio coverage secured on TALKSPORT, 97.4 Rock FM, XFM London, Kerrang National and Heart Nottingham. The online coverage was extremely targeted with content running across a number of parenting websites, as well as larger sites such as AOL, The Independent and The Sun.
uk parents lounge how to get the kids to help out
the sun get your kids to help at home
the independent household superheroes
case study npower 2 campaign aims
tactics
● To launch the npower Climate Cops Green Fingers
● Research
competition for schools and drive entries UK wide
● Broadcast Interviews
● To promote and reinforce npower’s commitment to educating the general public on being more energy efficient/environmentally friendly
● TV ● Audio Feature ● Video Feature
results
Prime time interview secured with Lorraine Kelly on GMTV. Radio interviews ran across 86 stations with a potential reach of over 30million listeners with key coverage on LBC 97.3, Heart and Galaxy Networks and a number of regional BBCs The video feature was placed across 12 websites targeting both general news sites - The Sun and The Independent, as well as targeted sites - eParenting, Primary Times and What to do with the Kids.
the independent
denise van outen promoting climate cops for npower
family fun guide urban gardening for kids
case study edf background
coverage achieved
EDF’s role as one of the UK’s largest energy suppliers means that as a brand they need to continually invest in educating the UK population about how to unite for a Greener Britain. Each year they launch Team Green Britain which is a comprehensive summer campaign that seeks to raise awareness about the issues we as a nation face.
● 11 radio interviews delivered including coverage across the entire Smooth network, Talk Radio Europe and BBC World Service
strategy
Using the findings of a pan-European report, we delivered interview opportunities within broadcast for the report author and Eva Eisenschimmel, EDF COO. Given limited access to Ms. Eisenschimmel due to her high profile within the company, we also recorded two pieces of video content with her to maximise outreach opportunities for EDF.
Aims of Campaign ● Create a story and platform for EDF to deliver key messaging about its green initiatives for summer 2010 ● Launch Team Green Britain Day ● Use existing collateral such as Pan European report and ITV Ad to craft a story that will appeal to relevant regional stations and sites
UK energy consumption by food, travel and home
eva eisenschimmel coo, edf energy team green britain
case study hsbc background
results
The Climate Confidence Monitor 2009 was HSBC’s third international survey of consumer attitudes towards climate change. We were tasked with generating broadcast coverage around the release of the results, through the creation of content for online and TV distribution. The objective being to raise awareness of the HSBC Climate Partnership and how HSBC is working with four environmental charities (The Climate Group, Earthwatch Institute, Smithsonian Tropical Research Institute and WWF) to reduce the impact of climate change.
Online coverage was secured across 11 third party sites, including The Independent, Telegraph, In The News, Director of Finance and Fresh Business Thinking, whilst 4 items of international TV coverage were also confirmed from the B Roll distribution.
strategy Access to Lord Stern, adviser to HSBC on economic development and climate change, Steve Howard, Chief Executive of the Climate Group, and Francis Sullivan, Deputy Head of Group Corporate Sustainability and Adviser on the Environment, was used to create video news features for online placement. Additionally, a B Roll package for international distribution was produced. The two video news features were edited to appeal to a core business audience, as well as a broader consumer audience.
telegraph BRITONS LEAST CONCERNED ABOUT CLIMATE CHANGE
independent STEVE HOWARD: WE NEED A CLEAN INDUSTRIAL REVOLUTION FRANCIS SULLIVAN hsbc
case study national grid story
coverage
National Grid took an energy and climate change leadership role in the UK, calling for decisive action and government / industry collaboration to develop a UK Energy Masterplan to meet the government’s target of reducing emissions by 80% by 2050.
● 55 radio stations with a combined reach of 2.25m listeners
tactics We produced and sold-in a 3 ½ minute video featuring Steve Holliday, National Grid Chief Executive, explaining the Masterplan where he clarified what steps are being taken by the company itself, and why the targets have been implemented.
● 11 websites with a combined reach of 37m, including AOL and MSN and 7 energy focused websites.
To extend the reach further, we also produced and distributed a 3 minute audio feature, which was placed on stations around the country.
Low carbon economy national grid includes emissions in performance manageme nt
steve holliday chief executive, national grid msn video
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CSR campaigns are about what you do as a brand to make a difference. As the media and public become increasingly sceptical about
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organisational claims, it is essential your corporate responsibility programme truly reflects the values of your brand. If it does, then you should adopt a proactive communications strategy which will not only benefit your brand but crucially, may fundamental change people’s attitudes and behaviour.
Jo Confino
Head of Sustainability & Executive Editor, The Guardian Speaker at the markettiers4dc Broadcast Media Conference
if you require more information, please contact us E info@markettiers4dc.com T 020 7253 8888 F 020 7253 8885 A Northburgh House · 10 Northburgh Street · London · EC1V 0AT