Situation
Whether you are a newly-launched business or an established company, it is important to ensure your reach is continually increasing in order to help drive business growth. Developing your presence in your core market or widening your net to raise awareness in new markets all help to increase your reach.
Strategy
Understanding your business objectives and where you would like to fuel growth and business development we work with you to determine potential areas in which to increase your reach. Once those have been established we deliver a strategic plan of action that would involve targeting a wide group of publications, including and outside of your core trade.
We would also look to secure comment opportunities that raise awareness of your expertise in areas that the industry may not yet be familiar with.
Result
Franklin Rae was tasked with building an international profile for the factual producer, Atlantic Productions across trade and national press. A thought leadership programme was devised to establish Atlantic as a key industry player. By utilizing Atlantic’s high-profile films and TV shows – such as Flying Monsters 3D and David Attenborough’s First Life - Franklin Rae was able to target national newspapers and international TV and film trades such as The Sunday Times, Variety, The Hollywood Reporter and the MIP press around the topic of 3D film production. A key element of this was to use the opportunities for news and comment on 3D film production around Flying Monster 3D. Franklin Rae’s work on building Atlantic’s international profile also included putting Anthony Geffen, CEO of Atlantic, forward for speaker sessions on 3D production at international markets and conferences such as MIPTV and TVB Europe’s 3D Masters Conference in order to further build the company’s profile. Atlantic are now widely recognized as a top 3D producer in the UK as a result of Franklin Rae’s work.
Franklin Rae has worked with Wide-Eyed Entertainment (WEE) since the 2010 announcement for “The Egyptian Job” commission for the National Geographic channel. Since then Franklin Rae has continued to build WEE’s corporate profile in the UK and international trade press. Through a range of targeted features, news announcements, comment pieces, company and staff profiles and journalist meetings, Franklin Rae has successfully positioned WEE as a leading independent factual entertainment producer internationally. The ongoing campaign has raised awareness of the company’s unique and innovative programming, reinforcing WEE’s overall market position. This has also led to stand-out coverage in key international trades including: Broadcast, Realscreen, Worldscreen, TBI Vision, Variety Televisual and C21Media, amongst others.
Zuku, the East African television network was launched in 2011. In a highly competitive market, Zuku needed to quickly establish itself as a credible, stable and affordable option for the modern African consumer, while also reaching major international content distributors. From the start of the campaign, Franklin Rae worked to reinforce the core messages with key media. Through a series of carefully selected tactics, Franklin Rae quickly established Zuku’s presence with its key international media targets. The work resulted in a widespread understanding of what Zuku represented and the value it offered to East African consumers. Zuku is now seen as a respected broadcast partner by major international studios such as NBC Universal, Warner and Fox.