Situation
Being noticed can make a huge difference when it comes to increasing profits and driving business growth. In any industry, companies must look to establish their position and achieve cut-through in the media to ensure their name - as opposed to that of their competitors - is top of mind with their target market.
Strategy
Identifying your target audience is most important when trying to achieve cut-through. Once that has been established, Franklin Rae works to connect with those audiences in the most engaging ways possible. Delivering coverage in traditional media targets of course but also looking at the options for new ways to approach these targets – through digital media, reaching them by securing speaker opportunities or via comment pieces in broader targets such as the business press to ensure your message gets through.
Result
Franklin Rae was hired by branding agency Heavenly to undertake a corporate profile-raising campaign focusing on three areas: build awareness of the fact industry veteran Martin Lambie-Nairn had joined the company; raise Martin’s profile as one of the world’s leading authorities on TV brand identity; and extend the company’s overall profile internationally and in new sectors. The campaign focused on achieving cut-through into a range of publications for Heavenly such as Digital TV Europe, Media & Marketing Global and BA Business Life. The campaign was supported by additional high-profile coverage in broadcasting publications ensuring, that alongside the core objectives, Heavenly also received credit for the work it had done in additional fields, further boosting the company’s credentials across multiple sectors.
Peach Digital engaged Franklin Rae in 2011 to raise the agency’s international profile, in particular profiling the work it had done in the cinema sector and supporting the agency as it built its US presence. From the outset, Franklin Rae showcased Peach Digital’s work to position the company as an expert in the press. Franklin Rae secured a steady stream of press coverage to develop Peach Digital’s messaging and ensure that its profile extended across the UK and international press. In the cinema trade sector, Franklin Rae was able to secure a regular column in Screentrade magazine, putting Peach Digital directly in front of international cinema exhibitors and in turn creating new business leads for the agency. In addition, a double page spread in Cinema Technology was secured to help place Peach Digital at the forefront of the cinema industry, positioning them as a digital expert. Franklin Rae also achieved coverage across a range of media and marketing publications covering a variety of topics, including comment and opinion pieces in New Media Age, Marketing, The Drum UTalkMarketing and Figaro Digital.
Duke & Earl was keen to establish itself as one of the top creative agencies in the UK and demonstrate its expertise with big brand clients. Franklin Rae worked closely with Duke & Earl to develop a long-term messaging strategy that reshaped industry perception of the company in the UK. The activity involved creating a constant news flow, profile management, producing case studies and opinion pieces, and overall media relations. Franklin Rae’s work resulted in consistent media coverage that improved understanding of what the company offers, and increased the profiles of Duke & Earl’s personnel as key industry figures. Subsequently, Duke & Earl’s presence within key trade titles has increased dramatically. Stand-out pieces included: New Media Age, Campaign, Contagious, Broadcast, Creative Boom and Media and Marketing.