TAKE A LOOK AT OUR WORK
View Our Portfolio Of Work Across A Range Of Sectors
THE ROYAL WELSH AGRICULTURAL SOCIETY
THE ROYAL WELSH SHOW
- To drive further visitors to the Royal Welsh Summer Show
- To increase the number of visitors from the Midlands and border counties.
Strategy and Plan:
To develop and execute a bilingual broadcast, print and radio advertising campaign using over 60 printed adverts in local and specialist farming press titles, promotions and competitions on local radio shows, and bilingual television adverts broadcast from S4C, ITV Wales and ITV Central, in order to drive traffic to the show and raise awareness of the event.
Attendance figures for the 2012 show were record-breaking, with 240,000 visitors over the four-day event. This topped attendance at the 2011 show by 100,000 visitors, itself one of the highest figures for some years and a significant result considering the economic climate.
David Walters, Chief Executive of the Royal Welsh Agricultural Society:
"Petersens has personally advised the Society on marketing/publicity matters for approaching thirty years and Rob is a valued member of the Editorial and Publicity Committee. As a result of the highly successful publicity campaigns masterminded by Rob, the attendance at the annual Royal Welsh Show has exceeded 200,000 every year since 1989.”
SIGMA 3 KITCHENS
- To encourage residents to visit their local Sigma 3 showroom when considering a new kitchen.
- To combat the notion that Sigma 3 is an expensive outlet to purchase a kitchen from.
- To push positive messages about Sigma 3 within a subtle and informative publication.
- To promote Sigma 3’s trustworthy, reliable and customer friendly service.
Strategy and Plan:
In order to promote Sigma 3’s positive messages to residents in the vicinity of its five showrooms across South Wales, Petersens was enlisted to design and produce an informative and interesting quarterly publication with the intention that customers will keep it and pass it on to friends and family. The unusual design and lifestyle-related seasonal copy were developed by Petersens and its design team and agreed by the client. The publication, entitled Living, is distributed on a quarterly basis to 200,000 households across South Wales and the South East of England where its sister company, ‘County Kitchens’, is based.
Several measurement techniques have been employed and put into practice by the Petersens team including customer feedback, footfall, and visits to the website and entries to competitions. In only its second issue, it is still too early to gauge the full success of the publication but the feedback has been positive thus far and the Living website received over 50 hits in its first week of distribution.
Brian Lakin, Managing Director, Sigma 3:
“Petersens have been very professional to work with. They always respond to questions and amendments rapidly and have helped to produce a top quality publication for us.”
"Mummies the word"
- To raise the profile of Cintec International, based in Newport, South Wales as a successful local Welsh company.
- To position Cintec International as a market-leader in structural engineering and masonry refit services.
- To announce Cintec’s new contract win to rescue the world’s first pyramid from collapse.
Strategy and Plan:
Through several in-depth meetings with the client, Petersens developed a strategic and timely PR plan to include the first announcement of the pyramid contract, interviews with local radio and broadcast press, MD profile raising activity within local media and follow-up and progress reports with key journalists.
Targeting local, national and trade publications, Petersens received a significant amount of positive print, online and broadcast coverage of the initial announcement of the pyramid contract including headlines such as ‘Our Pyramid’s Collapsing…Send for the Welsh” (The Independent, 6th January 2011). The campaign also went global including coverage in publications such as The Spiegel (Germany), Daily India, The Nation Pakistan and Telegram Canada.
Further coverage was generated when work began in June 2011 including interviews with MD Peter James in the Western Mail, BBC Wales Online, BBC Radio Wales and on ITV Wales. A follow up interview with Peter in July 2011 was also conducted by Bloomberg TV.
Peter James, Managing Director, Cintec International:
“I have been very impressed by the amount and consistency of coverage and media interest Petersens have generated at each stage of this campaign, on a local, national and international level. They have successfully and creatively communicated Cintec’s key messages at all opportunities, as well as highlighting the technical challenges and cultural significance involved in the pyramid restoration. I look forward to working with Rob and his team on future projects.”
CARDIFF BREAKFAST CLUB
Cardiff Breakfast Club Networking Events
-To organise and manage the smooth running of the Cardiff Breakfast Club networking events which are held on a monthly basis.
- To liaise with guest speakers and attendees, resolving any problems and delivering the best possible service.
- To raise the profile of the Cardiff Breakfast Club and gain new members to increase attendee numbers.
Strategy and Plan:
Held between 7.45am and 9.15am at the St Davids Hotel and Spa, Cardiff Bay on a monthly basis, we believe the Cardiff Breakfast Club offers a both relaxed and professional approach to networking. Events are monitored in terms of when invitations are issued, the date of the event and the calibre of the guest speaker to ensure attendee numbers remain between 80 and 140.
Sponsored by Morgan Cole, Cardiff & Co. and the Western Mail, the marketing of the event is done through the event sponsors, word of mouth and the updating of our extensive database. We also have a blog announcing events and providing event reviews, a Twitter feed and a LinkedIn group where members can discuss upcoming meetings and other business related issues.
The Cardiff Breakfast Club is still running strong after 8 years of management by Petersens. We are continually securing new members and the number of guests attending each meeting has seen an overall increase over the past year, and our guest speakers are always very impressed with our professionalism. Our event reviews often generate positive feedback and are well received by those who both attend and have unfortunately missed a meeting.
Chris Wiliams, Morgan Cole, sponsor of the Cardiff Breakfast Club:
“We have used Rob and the services of his highly professional team at Petersens for a number of years, with great success. Running each Cardiff Breakfast Club event involves a period of concentrated effort, circulating details to over 700 members, collating responses, table planning, liaison with the guest speaker and the St David’s hotel, and hosting on the day. All of these activities are undertaken with attention to detail, courtesy and good humour."
"In addition, we have appreciated Rob’s expertise and experience as we consider developing and improving the Club’s events and in attracting high-quality speakers. All in all an efficient and effective service.”
TILLERY VALLEY FOODS
Integrated PR and Marketing Retained Campaign
- To raise the profile of Tillery Valley, national food provider to the healthcare, education and local authority sectors, as a key employer and successful business within Wales.
- To update and improve Tillery Valley’s marketing activities such as its website and brochures with the intention of driving sales.
- To inform key publics of TVF’s ethical, environmental and health initiatives with the aim of addressing ‘perceived’ negative attitudes towards delivered foods as opposed to foods cooked on site.
Strategy and Plan:
Petersens proposed an integrated approach to meeting the above objectives including on-message feature placement in key trade publications, profile raising activities for Phil Hall, Site Director, and to encourage a media focus on Tillery Valley’s forward-thinking concepts and developments within key media. In addition to managing Tillery Valley’s PR and advertising campaigns, the agency has also proposed an update of the company’s website to include key SEO terms and to explain more succinctly what the company do within a new, modernised framework.
Phil Hall, Site Director, and the rest of the Tillery Valley team have been extremely impressed with our efficient and professional approach so far. The proposed website design has been greatly received by the team and is currently under development. The new website will be continually updated and monitored in terms of Search Engine Optimisation (SEO) and we are expecting positive results. Coverage has regularly been secured in key trade publications such as Cost Sector Catering, Caring UK and Farmers UK, as well as local Welsh press, including a double page spread in the Western Mail’s Business supplement and appearances on BBC and ITV news and BBC Radio Wales.
Phil Hall, Site Director, Tillery Valley:
“I am delighted with Tillery Valley's new partnership with Petersens. From the outset, Rob and his team supported Tillery valley on all aspects of our PR requirements and have developed excellent relationships with both myself and my team, which are now starting to bear fruit with some very strong media coverage. They operate a very professional business and I look forward to a very rewarding relationship going forward.”