TAKE A LOOK AT OUR WORK
View Our Portfolio Of Work Across A Range Of Sectors
GELDARDS SEN
Building a brand across social media
Objectives
Geldards LLP is a leading UK law firm headquartered in Cardiff. Petersens worked with the firm’s education division on a long-running multi-channel and integrated social media campaign to build up the profile of its special educational needs (SEN) team. The objectives were:
-
To establish a presence across Instagram, Facebook and Twitter
-
To grow the audience across all accounts to reach the SEN team’s key client demographic
-
To promote key individuals to help the team attract new clients and increase revenue
Strategy and Plan
Petersens built up the Geldards SEN team’s social media presence by sharing posts with eye-catching visuals that demonstrated the team’s expertise in SEN law and their knowledge of SEN issues as well as providing useful information to parents.
Petersens came up with the idea of launching a podcast to give the team the opportunity to discuss SEN topics in greater detail. Hosted by key members of the team, the podcast would include special guests who could share their expertise in specific areas, ensuring it would be interesting, informative and engaging to the target audience.
Results
The campaign was a huge success, boosting the profile of the Geldards SEN Team and increasing its revenue by 30% year-on-year.
We achieved:
Social media (all platforms)
-
More than 7,300 followers
-
More than 260,000 engagements
-
More than 4.8 million impressions
SEN Talks podcast
-
Produced 30 episodes across three seasons
-
More than 4,000 total plays
In 2023 the campaign was shortlisted in the education category at the CIPR Cymru PRide Awards.
Client Testimonial
Robert Smith, Director of Business Development & Marketing at Geldards:
“The nature of the work undertaken by the Geldards Education team highlighted the importance of delivering an effective and targeted social media campaign. Petersens PR worked closely with the team to develop and deliver a multi-channel and integrated campaign that emphasised the experience and caring nature of the team and services provided. In particular the campaign successfully conveyed the empathy and understanding the team could bring to families managing children with Special Educational Needs (SEN). The campaign was a success and grew from day one, reaching and building an engaged audience which in turn delivered over 30% year-on-year growth following campaign launch.”
POET Systems Ltd.
Launching an innovative new tech brand
Objectives
POET is a software system developed by Probe RTS that was designed to help manufacturers improve their productivity. Probe wanted to spin out POET into a distinct business and asked Petersens PR to help promote the new brand and build its profile.
The objectives were:
-
To launch the POET brand in Wales and beyond
-
To gain regular, favourable coverage for POET in business and tech titles
Strategy and plan
Petersens worked closely with the directors of POET to understand the business and to plan a coherent media campaign strategy that would pitch them as thought leaders in the tech, digital and manufacturing sectors.
Petersens secured regular opportunities for POET’s directors to comment upon issues affecting these sectors, such as the pandemic, the productivity crisis and the net zero agenda.
We also put POET forward for several awards to showcase the business’s innovative technology.
Results
-
Won the Digital Engineering/Technology Award in the Insider Made in Wales Awards 2021
-
Shortlisted in the Wales STEM Awards and South Wales Business Awards 2022
-
Gained coverage in a wide range of target business and tech publications
-
Named one of 20 exciting new firms in Wales to watch by the Western Mail
-
Named one of seven tech companies in Wales to watch by eWeekUK
THE ROYAL WELSH AGRICULTURAL SOCIETY
THE ROYAL WELSH SHOW
Objectives
- 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.
Results
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.
Client Testimonial
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
QUARTERLY NEWSLETTER
Objectives
- 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.
Results
Several measurement techniques were employed and put into practice by the Petersens team including customer feedback, footfall, visits to the website and entries to competitions.
Client Testimonial
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.”
CINTEC INTERNATIONAL
"Mummies the word"
Objectives
- 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.
Results
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.
View some of our coverage: BBC Wales News, ITV Wales, Daily Mail Online and Metro Online
Client Testimonial
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
Objectives
-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.
Results
During Petersens' eight year management of the Cardiff Breakfast Club, it continually secured new members and the number of guests attending each meeting increased steadily, with guest speakers always very impressed with our professionalism and event reviews generating positive feedback.
Client Testimonial
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.”
