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PSP PR Case Study

Carswell Gould worked with PSP to deliver an integrated marketing campaign to position PSP as a leading freight and boat transportation company in the UK. This included a PR campaign to generate coverage of PSP's sponsorship of the Southampton Boat Show. A total of 35 press hits were generated with an estimated value of £98,345. Design work was also done to redevelop PSP's branding. Additionally, an email marketing system was implemented to allow PSP to directly communicate with customers.

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Carswell Gould & PSP working together © Carswell Gould 05/10/2009
Overview Carswell Gould works with PSP delivering integrated marketing and communications to position the company as one of the UK’s leading freight forwarding and boat transportation companies. As part of our ongoing work, there is a specific target to increase awareness and understanding of PSP’s products and services within the marine industry. PSP’s sponsorship of the PSP Southampton Boat Show cements its association with the marine industry. Capitalising on the opportunity, CG and PSP planned and delivered an integrated communications strategy that has successfully maximised the return on marketing investment. The following pages give an overview of some of the tactics undertaken.
PR Having specialised in marine-communications for over 30 years, the CG team were talking to press months ahead of the publication date. The marketing and PR plan was agreed well in advance and large sections of the story and content were drafted before the show. Serious business features on why PSP was sponsoring the event and interviews with Frank Dixie (MD of PSP) and practical advice from PSP’s experts helped generate coverage and got the name ‘PSP’ in people’s minds ahead of the show. Press packs, containing information about PSP and recent releases, were generated and kept stocked in the show’s press office so journalists could easily find out all about the company. Competitions were run online and in magazines to win tickets to PSP’s hospitality lounge and its sponsors’ party. This ensured coverage and allowed PSP to meet the winners, who were potential customers. In order to put PSP in front of the world’s trade media, CG invited consumer and trade press, along with local and national newspapers, the PsP sOuthamPtOn bOat shOw radio and TV to a press party at 2009 camPaign generated a tOtal the show. Scores turned up and estimated editOrial value Of PSP’s Managing Director, Frank Dixie, made an announcement £98,345 acrOss 35 Press hits. that it would continue sponsorship this tOtal is still rising with for 2010. This resulted in lots of even mOre cOverage generated media coverage and the face- by sPOnsOrshiP. to-face contact also meant journalists would remember PSP.
PR Subheading in here CG was constantly talking to journalists at the show and offered radio interviews with Frank Dixie during that time. This resulted in a great deal of coverage on air, at a time when exhibitors would be listening. PSP’s aquatic-themed sponsors’ party during the show was also used as a way to raise its profile. The PR team helped invite press to the event, who gave the story coverage. The PR team also worked with a freelance photographer to get pictures of the night and sold them in to various publications within PSP’s target market. CG made sure all exhibitors - PSP’s potential clients - were up-to-date with company news by placing stories in the Boat Show Newsletter. This meant thousands of potential customers got to read about the company. PSP’s PR reach was maximised after the show by speaking to all of the company’s targeted media and providing them with a round-up release on PSP’s involvement with, and thoughts about, the show. One Of the great things abOut PsP is its willingness tO get invOlved in every asPect Of the shOw - frOm OPening the event tO climbing the mast Of a tall shiP and PerfOrming at events. we liaised with the Press cOnstantly tO make sure these mOments were caPtured and cOvered On the radiO, On tv, Online and in Print.
Design & Digital Marketing Subheading in here DESIGN AND CREATIVE Carswell Gould has worked with PSP to re-develop their creative approach and look including logo and branding work, exhibition stand support, marketing collateral, event invitations, discount cards and advertising. DIGITAL MARKETING CG provided PSP with an easy-to-use system that allowed it to talk to its customers directly. eBuild, CG’s very own e-marketing tool, allows PSP to bulk e-mail targeted and relevant messages in a bespoke branded template. Its unmatched measurement and statistics allow PSP to keep tabs on its customers interests and actions. For more information on eBuild visit www.ebuildmail.co.uk PsP was able tO use ebuild tO sPeak tO eXhibitOrs ahead Of the shOw and Offer them eXclusive discOunts. because ebuild PrOvides intelligent rePOrting Of OPen and click-thrOugh rates, PsP cOuld find the PeOPle at the shOw and talk tO them abOut what they knew interested them.
Conclusion TO FIND OUT MORE ABOUT THIS AND OTHER CARSWELL GOULD PROJECTS VISIT www.carswellgOuld.cO.uk OR PHONE 02380 238 001