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GVA is the UK’s largest independent commercial property consultancy. Headquartered in London, it boasts 12 offices and 700 fee earners throughout the UK. It offers the country’s largest and most diverse multidisciplinary property consultancy outside of the capital.
From January 2001 up until the present day, RDPR has been used as an outsourced press office for GVA’s team in the north-west. We were tasked with handling both media relations and wider PR services for the company’s specialist teams in Liverpool and Manchester.
Media Relations: RDPR established a programme of media relations, events and speaking opportunities. We helped to position GVA as a leading industry voice in the north-west, with many journalists regularly requesting interviews for features and contributions to articles/key platforms.
Events: We highlighted speaker opportunities for the team whenever possible and arranged positions at relevant round tables and events. We also provided GVA with details of relevant sponsorship and networking event opportunities.
Social media: We turned to Twitter for use as a key accelerator of GVA and also prepared a LinkedIn protocol for GVA staff aimed at utilising the channel for virtual networking. We aimed to improve engagement and conversations with prospective and existing clients, as well as establish dialogue with key influencers and boost traffic to GVA’s main site and specific pages.
We also drafted a content strategy for the company, as well as highlighting a range of topics and issues for comment on an ad-hoc basis.
Within a 12-month period, RDPR achieved an 89.7% success rate on all press releases, as well as an 82% hit rate on all commentary pieces that were issued.
GVA is now a well-established voice of the industry in the north-west, with many journalists requesting interviews with key members of the team for relevant features and regular articles. We provide on-going support for GVA, highlighting all the monthly coverage it has received and the equivalent advertising value.
“They are enthusiastic, professional and good fun to work with. RDPR’s reporting structure facilitates clear forward planning and business development strategy. It’s become a really important communications measurement tool for our business.”
Mark Rawstron, Senior Regional Director at GVA Grimley
Hill Dickinson is one of the UK’s leading law firms. Established as a maritime practice in 1810, the firm has been practicing law for more than 200 years and has been involved in many famous cases, including the sinking of the Titanic and the Lusitania. It has more than 190 partners and 1,400 staff operating in offices in Liverpool, Manchester, London, Chester, Sheffield, Athens and Singapore.
RDPR came out on top of a competitive five-way pitch and was appointed to implement a regional and national PR strategy for Hill Dickinson in the north-west across the Liverpool, Manchester and Chester offices. We aimed to:
RDPR created an overarching PR campaign for the firm to communicate its key messages throughout regional, trade, business and legal media and a series of seminars, networking opportunities and events.
Media relations: We implemented a specific PR campaign for each of the firm’s key practice group areas, using similar tactics, but targeting the strongest national trade media platforms to significantly increase coverage and share of voice. One-to-one meetings with key national and regional journalists were also a priority.
Integrated Marketing: We developed a focused campaign to cross-sell Hill Dickinson’s practice group offer to specific sectors, including retail, logistics, healthcare and energy – creating a raft of joined-up opportunities for the firm’s brand within target media and relevant professional organisations. We garnered both qualitative and quantitative feedback based on ROI (return on investment), key messages, tonal value and priority publications.
In year one of our partnership with Hill Dickinson, RDPR achieved more than £1 million EAV (equivalent advertising value) of print media coverage – marking a return of 15x the monthly fee equivalent.
We cultivated 16 new national and regional media journalist contacts and gained sustained coverage in each of the firm’s wish list of sector publications.
“Since we appointed Roland Dransfield they have achieved some great results for the firm. The dedicated, professional team is always available to us and approaches PR in a strategic, proactive manner.”
Peter Jackson, managing partner, Hill Dickinson
International Timber is the largest supplier and distributer of timber and panel products in the UK. Part of the international Saint Gobain Group, it specialises in the import, processing and distribution of various types of timber and services clients throughout the UK.
After successfully handling International Timber’s PR for several years, Roland Dransfield was tasked with devising and implementing a social media and content marketing campaign for the company.
As with any digital marketing campaign, our first step was to get to know International Timber’s key audiences better. While our previous PR work for the company set us in good stead, we worked with International Timber’s internal marketing team to create fictionalised archetypes that represented their key business segments.
Using these as a basis, we created a tailored plan of action for social media, and editorial brief for on-site content. This detailed the steps we would take to target International and engage the company’s key audiences, KPIs and usage guidelines for social media and any red-flag issues.
It also set out the types of on-site content we would be focusing on for the first three months of the campaign and how the editorial approvals process would work.
International Timber’s campaign proved highly successful, providing a demonstrable return on investment and attracting qualified leads through search and social channels.
Some statistical highlights include:
On the qualitative side, there was immense enthusiasm for the blog content we produced for International Timber, which attracted shares and comments from key industry influencers, in addition to enjoying a warm reception among the company’s target audiences.
“Our partnership with Roland Dransfield has evolved of the years that we have been working together. Twelve months ago, our clear focus moving forward was to be the leading industry voice in the social sphere. We judge our success not just based on our number of followers or our ‘Klout’ rating but also on the direct interaction our customers choose to have with us as a direct result of our social media activities. We have seen genuine commercial opportunities from this engagement and the quality of people we interact with seems to consistently improve.
“The content on the social media we have now is really engaging, has a relevant human interest aspect (i.e. not just corporate selling, jargon, or worse ‘Happy Friday peeps’) and is positively different to the rest of the industry.”
Gareth Jones, Procurement & Product Marketing Director at International Timber
NJL Consulting is a specialist planning consultancy, based in the north-west and catering for clients throughout the UK. Established in 2003, the firm works across the three core sectors of commercial, retail and residential for a wide variety of clients in a diverse range of sectors.
RDPR was tasked with helping to coordinate the construction and launch of a new website, in addition to social media management, helping the firm’s in-house team to produce blog content and traditional media relations.
Before getting underway with the campaign in earnest, we profiled NJL Consulting’s target audience by developing fictionalised personas for each of their key segments.
These formed the foundation of the campaign – informing every aspect of activity, from the design and functionality of the website to social media activity and concepts for on-site content.
As well as achieving prominent coverage in several regional and national publications, via media relations – NJL Consulting’s online presence has flourished.
Its transition to a new website, alongside a sustained campaign of blogging and social media activity resulted in a massive influx of organic and referral traffic.
Visitors to the site have engaged positively with blog content and the company’s social profiles have generated a wealth of engagement.
Some statistical highlights include:
RDPR have really helped put NJL on the map in terms of online presence. Their straightforward and practical advice has helped us to produce quality content that’s proved a hit with our key audiences. And their work on our social media profiles has earned praise from a prominent industry journalist who described it as standing out against the ‘corporate drones’ of other companies.
Nick Lee, Managing Director, NJL Consulting
Schroders – City Tower, Manchester
Having purchased City Tower from Bruntwood in June 2014, Schroders needed to raise its profile in Manchester as new owners in the city. Roland Dransfield was appointed to develop a strategy that would engage with the business community and communicate its commitment to the city region.
“We appointed Roland Dransfield on the recommendation of our retained agents, Colliers. The team at Roland Dransfield has been instrumental in ‘connecting’ us within the city and have created invaluable opportunities within the media, professional organisations and other key platforms. They have excellent contacts, are knowledgeable, hard-working and enthusiastic.”
Tom Newman, Investment manager, Schroders
Sheppard Robson is an award-winning architecture practice, with offices in London, Glasgow, Manchester and Abu Dhabi. It works on a range of projects across the globe, including residential, retail, hotels and offices.
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UMIP – The University of Manchester Intellectual Property (IP) – is central to the University’s innovation strategy and helps turn world-leading research into world-beating companies, products and services. In the last nine years, the University’s spin-out businesses have attracted over £225M of funding, whilst its intellectual property has been successfully licensed to multi-national companies and local business alike.
Roland Dransfield was tasked with promoting the work of UMIP in key sector and regional publications, as well as providing ad-hoc PR for its spin-out clients.
Roland Dransfield has worked with Marketing Manager Allan Prits to draft licensing case studies, spin out case studies, press releases and commentary pieces. We work with spin out companies, social enterprises and licensees to raise awareness of the work UMI3 does to deliver commercial success and positive social impact for the University. This work includes media relations both locally and in niche trade publications such as pharma, bio, medical technologies, fuel, energy transmission titles.
In addition we help Allan to write a quarterly newsletter, interviewing people, copywriting case studies for spin out and licensing technology booklets.
We’ve helped promote UMIP’s role in spinning out successful companies from Manchester University in a vast range of key trade and regional publications, in addition to achieving enviable coverage for the work of its clients.
RDPR also supported UMIP in putting together a celebration of its 10-year anniversary at an event that showcased some of the magnificent strides university-licensed technology has made over the years.
“We have worked with Roland Dransfield for over ten years and are really happy with the services they provide. Not only do they handle our corporate PR but they also deliver PR excellence relating to our new inventions/technologies which span many sectors from biotech to engineering.”
Allan Prits, Marketing Manager, UMI3