Situation
If you are looking to launch a new company it is vital that news of your launch makes a splash in the industry. Knowing when and where to break the news is key to driving a successful launch period that can help to deliver a promising start to trading.
Strategy
Depending on the nature of the company, we would examine the market in which it is launching and determine an initial PR strategy. Offering the story to one publication exclusively before going wide with the news can be a good strategic move. Following up with interviews with key company figures or comment pieces on current industry trends can also be a good way to maintain the level of awareness around the launch.
Result
Franklin Rae was contracted by US-based direct response marketing firm, TVGoods Inc. to publicise the company’s European launch, with a specific focus on senior figures within the business, entrepreneurial, marketing and retail press. Building on the company’s heritage, the existing profile of its founder, Kevin Harrington and the opportunities the company offered to Europe-based businesses, the campaign comprised an initial news announcement, extensive interview placement, opinion pieces and high-profile TV and radio opportunities. Highlights included interviews with Bloomberg TV, Wake Up To Money on BBC 5 Live and The Today Programme on BBC Radio 4. Franklin Rae also secured profile pieces and wider coverage in multiple vertical sectors across SME, entrepreneurial, business and media industry press (including City AM, Growth Business, London Loves Business, Businesszone.co.uk and Broadcast).
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.
Charlie Parsons’ backing of independent production company NERD, was always likely to create interest. However, the company was very keen to establish themselves before Charlie’s involvement was released. Securing an exclusive launch announcement with Broadcast Magazine, Franklin Rae staggered coverage of the story to maintain a high profile over several weeks in the international trade press as well as in national broadsheets such as the Media Guardian. After the news of the launched, the company enjoyed lots of industry feedback and secured several meetings with potential partners.