Situation
Online communications are a vital part of engaging with your target audience online. Not only do millions of people consume ‘traditional’ online media but they are also looking to social media, forums, UCG sites etc as sources of information. People engage with media in a plethora of ways, via an assortment of platforms, and it is therefore important that you are connecting with audiences in ways appropriate to them.
Strategy
When looking to engage with any target audience we would initially research the type of media they are consuming on a day-to-day basis, and would deliver a PR strategy based on the relevant media. Whether it is via websites, blogs, forums, Facebook, Twitter or traditional print publications, we ensure your messages are communicated in the right way.
Result
The Royal Television Society (RTS) came to Franklin Rae in order to help build its wider profile online and through social channels. The campaign focused on online methods to engage with its current members, potential new members and target journalists. The main tool was the delivery of a Twitter feed, activity for which peaked during the 2011 RTS Programme Awards – giving press up-to-the minute award win news. @RTS_media now has over 750 followers, the majority of whom are key industry figures and journalists. The RTS said that “Franklin Rae impressed us – they were straightforward, intelligent and very effective in helping us reach a wider audience.”
We were tasked with helping to increase audience figures for a number of television channel Syfy’s fantasy and paranormal shows and changing the perception of the channel among non-traditional viewers. In order to achieve this, we primarily looked to engage with fans online. During the campaign we seeded launch trailers across websites and blogs as well as the likes of YouTube and Metacafe. We also explored wider online features including blogs, talent interviews and picture-led visual effects features as a means of engaging with Syfy’s target audience. In order to extend the reach further, we also secured a number of competitions with high-volume websites including Empire Online and Sun Online.
Franklin Rae’s work for twofour54 on the launch of a new children’s programme, Driver Dan’s Story Train, deliberately looked to capture the imagination of parents online. The campaign included clips and interview features, forum seeding, and engaging with relevant bloggers to secure their endorsement for the show. Franklin Rae also secured educational features including a piece on BBC News online looking at the decline in children’s book sales and with comment from the client. To date, more than 30 pieces of have been delivered with a potential reach of more than 28 million.