Clientversary: The Green House Hotel

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Sunny Bird PR is celebrating its two-year clientversary with The Green House Hotel and what a year it’s been! Over the past 12 months, we’ve secured 66 pieces of coverage in a plethora of prestigious titles such as The Daily Telegraph, Time Out, The Independent, Country Living, National Geographic Traveller as well as key wedding magazines, reaching more than 7 million people!

Having introduced the hotel to the wider consumer press and travel publications during our first year of PR activity, this year The Green House Hotel wanted to focus on securing long-form press reviews in targeted consumer publications as well as increasing its wedding bookings by securing more articles in the sought after wedding press.

With the Bridal press being notoriously hard to place articles in without advertising spend, the team came up with creative concepts which would be guaranteed to get press. To do this, we worked alongside the hotel to launch the UK’s first ever Vegan Wedding Package, allowing brides and grooms to design their wedding around sustainable principles.

The package was inspired by the nation’s growing vegan population which now includes more than 3.5 million people and the increasing space dedicated to a vegan lifestyle in newspapers, magazines and online. To create the package, we reached out to vegan suppliers, from Fairtrade dress designers to cruelty-free make-up artists and created an extensive list of suppliers the hotel’s wedding planners could use to ensure the day was beautiful as well as kind to the environment.  The Vegan Wedding Package includes a fully vegan à la carte menu as well as Fairtrade UK flowers which don’t need importing therefore reducing the carbon footprint of the wedding. By creating a first-of-its-kind package, we created something new which journalists were interested in which resulted in coverage in publications including Bride, Your Wedding Magazine, Wedding Ideas, The Kind Bride, Vegan Living, Veg News and The Independent to name a few. In total, the team achieved 19 pieces of coverage for the Vegan Wedding Package which reached almost 2 million people!

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To ensure the hotel was front of mind for loved up couples year-round, we conducted a second campaign capitalising up on the success of our previous Carbon Wedding campaign. SBPR worked with Bournemouth-based carbon counting company Count On Me to work out the carbon cost of a honeymoon in Thailand, America, and at The Green House Hotel. Honeymoons in Thailand and America worked out in excess of 15 tonnes of carbon compared to just 0.5 tonnes for a stay at The Green House Hotel. We pitched these facts and figures to key journalists along with a case study of a couple who had honeymooned at the hotel to secure future coverage. The Carbon Honeymoon campaign was featured six times across the wedding publications including double page spreads in Your Wedding Magazine, Green Union and To Have and To Hold.

Throughout the year, the team also organised press trips to truly highlight the hotel’s USPs as a sustainable holiday destination. We invited journalists from respected titles including The Daily Telegraph, Metro.co.uk, Red magazine, Women’s Health, My Weekly, The Ecologist and The Wharf magazine to stay and dine at the hotel. Each of the journalists explored the sights of the local area and dined at the award-winning fully sustainable hotel restaurant, the Arbor restaurant, during their stay to get the full hotel experience, resulting in long-form reviews and features read by millions.

It’s certainly been an exciting year working with The Green House Hotel over the last 12 months, and with lots of new developments happening at the venue the team cannot wait to get started on this year’s PR activity to ensure the hotel stays at the forefront of sustainable hospitality!

6 Top Tips for Creating a Killer PR Strategy

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The importance of developing a strong public relations strategy is probably something you’ve heard a lot, but what exactly is a PR strategy, how does it work and why is it important?

A PR strategy is essentially a plan of action to ensure your campaigns are well coordinated and delivered on time to ensure maximum impact for your brand. As an agency, we believe that a strategic plan can be the difference between make or break and is something you want to get right.

There are a lot of elements and steps involved in executing an effective PR campaign, from writing press releases, securing imagery and pitching it to the right journalists in time for the correct issue. It is the strategy which helps coordinate this to make sure everything runs smoothly.

At Sunny Bird PR, we create strategies for all our clients to ensure your brand or business is appearing in the press and is seen by your target audience year-round.

Here are our six steps to a fool-proof strategy:

Outline your objectives

First and foremost, outline your objectives. What do you want to be achieving through PR? Do you want to drive website traffic, increase sales or boost awareness? It’s important to make your objectives specific and measurable so you can tailor your campaign towards achieving them and monitor when they’ve been achieved. It is these objectives which will define the tools and tactics needed to implement your PR plan.

Define your target audience

Identifying your target audience is crucial if you want to be positioning your brand in front of them. Who do you want to be discovering your brand, product or service? What media do they consume, where do they spend their time and who do they talk to? Understanding who you are communicating with is crucial as it means your tactics can be targeted to resonate with a specific audience.

Research the media

This part is absolutely key. Once you’ve identified your target audience and what publications they read or websites they visit, devour that media! Find out who the journalists are, what they are writing about and identify any space where your brand might fit. This activity will help you start thinking creatively about how to position your brand to certain publications and what key messages will be most important.

Decide on tactics

Next up, you need to determine which tactics will best achieve your PR goals. For example, if you’re a fashion brand, you might want to sell more clothes by having your latest collection featured in a plethora of women’s magazines or you might want to make your tech start-up more appealing to investors by commenting on a topical debate.

There are endless tactics at our disposal depending on the objective ranging from distributing a press release to social media campaigns and organising events. Having established your goal and target audience it will be easier to assess which tactics will be the most effective in conveying your brand messages to them.

Leave yourself enough time

Now it’s time to start implementing a timeframe. This timeline can take any format you choose so long as it works for you, be it an excel flow chart or your everyday diary. This involves thinking strategically about time. Break down projects into smaller achievable tasks, decide who will do them and when by. By allocating time to tasks, you can organise your time and realistically evaluate how much time you want to dedicate to PR each month and what can be achieved in that time.

It’s also very important to consider deadlines for publications. Magazines and newspapers will have very different deadlines depending whether they are published monthly, weekly or daily. It’s imperative to identify what titles you are approaching and when they will need the information by. Generally, we advise six months in advance for the monthly titles, meaning if you would like your product appearing in December Christmas gift guides, you need to be reaching out to journalists in July.

Remember, your timing strategy can be as detailed or as vague as you like, but the important thing is it’s achievable, no deadlines are missed and it keeps you accountable week-on-week.

Set KPIs to measure results

Finally, we recommend setting yourself some targets or ‘Key Performance Indicators’ to give you something to aim for and measure the output of all your hard work. At Sunny Bird PR we set ourselves KPIs to achieve for every activity, whether that’s increasing Instagram followers or placing a certain number of articles in the national press.

Monitoring success can help you work out what tactics have been successful and what to try next time. A solid strategy will help you better understand your target audience, communicate your key messaging and most importantly grow your business!

 

 

Clientversary: BBX UK

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This month we are celebrating our one year ‘clientversary’ with the team at BBXUK!

We began working with BBXUK back in September 2018, when they came to us to promote the online business tool to the media and raise their profile as a community whereby users can exchange their goods and services with others on the platform.

Over the past 12 months SBPR has worked on a strategy designed to keep BBUK in the media all year long. As part of that strategy, the team at SBPR have sourced BBXUK case studies to pitch to press, have come up with a number of creative feature ideas designed to highlight BBXUK as an option for SMEs, and have profiled key members of the team to position BBX as an expert in the industry.

SBPR has achieved 16 pieces of coverage in total for BBXUK over the past year in targeted business and franchise titles as well as consumer publications. Coverage has been featured in key business, trade and franchising titles such as Global Franchise Magazine, Real Business, Elite Business, Elite Franchise Magazine, SmallBusiness.co.uk and UK Fundraising as well as some prominent consumer coverage in titles such as the Mail Online by pitching a case study of a couple who used BBXUK to save £20,000 on their dream wedding. This feature proves that B2B clients can secure space in consumer media, this feature alone reached over 2 million people and had an advertising equivalent of over £53,000!

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The SBPR team have thoroughly enjoyed working with such a prestigious franchise and cannot wait to continue working with BBXUK for the next 12 months.

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New Client Win: The Upside Gallery

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We are super excited to be working on The Upside Gallery Project which will transform the grey pillars that support the Wessex Way in Bournemouth into an amazing creative space of colourful art by world-famous mural artists!

 

This ground-breaking initiative, conceived and driven by Bournemouth-based creative agency, Paintshop Studio, and supported using public funding by Arts Council England, aims to showcase the wide variety and incredible talent that has risen from the street art and graffiti movement to show how art can transform and reinvent spaces.

 

We will be helping spread the word and raise awareness about the fantastic project which will be permanent for visitors and locals to enjoy as they pass through the area.

 

Our good friends at Greenwood Campbell are also working on the project to provide a mobile gallery guide which will be launching on Sept 28th and will allow visitors to the gallery to scan QR codes and access more information about the concepts, artists and progress pictures.

 

The art installation will commence on Monday 9th September and the final gallery will be ready to view on 22nd September – we can’t wait to see it!

 

For more information about the project head over to – http://upsidegallery.co.uk/.

New Client Win: Dorset Growth Hub

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The team at Sunny Bird PR are delighted to announce they are working with Dorset Growth Hub.

As Dorset's premier business support agency, the Dorset Growth Hub are hosting an event in October, Dorset Growth Fest 2019. The free one-day event for growing Dorset businesses will showcase homegrown and international innovators and achievers who'll share the principles, skills and mindset needed for entrepreneurial and business success.

After hearing success stories from a variety of business leaders from across the sectors, industry experts will host masterclasses on a variety of hot topics in the afternoon to supply you with the all-important ‘how-tos’ to enable you to put what you’ve heard into practice. 

Sunny, founder of Sunny Bird PR, commented: ‘We are thrilled to be working with the Dorset Growth Hub on this fantastic event. We are passionate about supporting businesses and this event is all about that. A truly engaging and inspiring event specifically designed for Dorset-based SMEs, this event is really going to be something special.’
 

Journalist of the Month

 
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Stacey Halls is the Deputy Chief Sub-Editor at Fabulous magazine and covers everything from celeb news and fashion to travel, health and lifestyle!

Stacey is working with us on our client’s luxury women’s only retreat brand - Bliss Sanctuary for Women, where she will be heading out to experience and review the newest location in Ubud herself! But before she heads off, she’s taken time out to answer our Sunny Bird PR questions, here are her answers…

What are the 5 words that best describe you?

Loyal, witty, obsessive, extroverted and lazy!

What magazine do you love reading and why?

Aside from Fabulous, I buy the Sunday Times every week for the magazine. It’s part of my weekend routine now, and I also love the Homes section because I’m big on home improvements. What can I say, I love a supplement!

What is your favourite book? 

The Ruby in The Smoke by Philip Pullman. I love a Gothic Victorian mystery and this one ticks every box.

Which song makes you dance?

My Head Is A Jungle by Wankelmut gets me on the floor every time.

What has been your best career moment? 

At Fabulous, probably getting to go on a press trip to Arizona. We went hot air ballooning, hiking and horse riding through a river – it was amazing. I’m also an author and seeing my first novel The Familiars published this year was definite a life highlight.

What advice would you give your 20-year-old self? 

Don’t live life in a rush.

Where are you happiest? 

Either curled up on the sofa with a cup of tea watching a period drama, or back home in Lancashire, walking on the hills in the dramatic weather.

Who would be your number one dinner guest and why?

My husband Andy because I’ve barely seen him lately!

If you could have any superpower, what would it be and why?

I’d have a time-turner like Hermione Granger’s in Harry Potter. I know you’re not supposed to dwell on the past, but I often wish I had more time.

If you had to ask us one question what would it be? 

As Instagram is so huge now, what’s it like working with influencers and how do you decide on who to approach?

 SBPR: We love working with influencers and celebrities too! Social media influencers have become an indispensable asset for brand campaigns, especially on Instagram.

Instagram is by far the top performing platform for brands to reach new audiences quickly. It’s also the best channel for social action — with an average 3.21% engagement rate compared to 1.5% across all social networks, Instagram users are more likely to engage by commenting, liking and sharing content they consume.

When choosing which influencers to work with, for us it all depends on what brand we’re working with and which influencer aligns well with the brand. We check out their social media followers, their engagement rate and their audience demographics to see if they align with our client’s objectives and target audience.

For example, our client Bliss Sanctuary for Women focuses on solo female travel and welcomes ladies over the world to relax and heal at their sanctuaries. For this reason, we are concentrating on inviting influencers that need to take a break or that have suffered heartbreak – to give them a week of totally luxury and relaxation. From our influencer campaign we have increased Bliss’ Instagram following by over 24,000 followers and their sanctuaries are now booked up for the next couple of months!

 

 

5 Social Media Training Tips to Get You to the Top of the Newsfeed

 At Sunny Bird PR, we use social media to get our clients seen and heard over their competitors!

Our role is to get people doing something active as a result of the stories we tell – buying, joining, booking, liking, tweeting, sharing, thinking…

As 67% of the population are on social media, we think it’s an essential tool that you should be using for your business in order to attract new business, engage with your customers, showcase your products and build brand recognition. Plus – it’s free! If you’re not taking advantage of social, you’re missing a trick.

One thing you do need to be doing if you are on social media is keeping up to date, we always make sure we keep on top of the latest trends, new features and latest algorithms – for the sake of our clients and for our social media training course. We understand not everyone can make it to sunny Bournemouth for our courses, which is why we have pulled together some top tips that you can implement on your business channels to increase your engagement and get people talking about your business!

 
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Tip 1 – Don’t do social – BE social!

This is a key theme throughout the course and is so important to consider when creating content and engaging with your audience. You can’t just schedule posts that talk about your business and your success and hope people will like, share and comment. In order to use social media to its full potential and get the most out of it for your business you need to ask questions and create content that inspires people to engage with it – is it brave? Is it newsworthy?

 

Tip 2 – Spend more time engaging

Did you know that you should be spending 20% of your time on social media broadcasting content and 80% engaging with your audience? That’s right! The algorithms across all the social channels favour engagement and posts that promote real life conversations between people and brands. This is important when scheduling in time for social, you need to make time each day to like and reply to comments on your posts and get involved with other accounts, ask questions, give feedback, and have real conversations.

 

Tip 3 – Prioritise video content

Are you making the most of your video assets across social media? Videos can grab attention and hook your audience; unlike a lengthy wordy post a video is easy to consume. 59% of people said that they find videos most engaging, compared to photos. You can film short videos using a smart phone which are perfect for social media, just make sure you scheduled time in to film them.

 

Tip 4 – Utilise evergreen content

We know… social media can be time consuming and can be the job that gets pushed to the bottom of the pile, but it doesn’t need to be this way! You can re-use photos and videos and re-share content you’ve previously posted that’s evergreen. Share case studies, testimonials, projects you’ve worked on over the years and schedule it in, so you don’t go weeks without posting and everyone is left wondering if you’ve closed down…

 

Tip 5 – Analyse your posts

How do you know what posts are performing well if you aren’t looking at the statistics!? It baffles us that some businesses just post and hope for the best. During our course we will show you exactly how to look at your analytics, compare your statistics to your competitors and work out which posts are performing well. This will impact what you post about go forward and hopefully overtime you will have the perfect mix of posts that people love to hear about and engage with.

 

We understand hiring a social media agency can be expensive for businesses who haven’t got the social media knowledge to do it themselves, which is why we host affordable half day courses at our offices in beautiful Bournemouth, Dorset. The event provides you with endless ideas to take away and implement on your own social media which are guaranteed to get you to the TOP of your clients’ newsfeed.

Our ‘Reaching Millions’ Social Media Course. will teach you everything you need to know about Facebook, Instagram, Twitter and LinkedIn, as well as everything from paid for advertising to organic reach and all the jargon in between. The course is jam packed with useful social media tips, essential tools to use and creative ideas.

Come along and learn how to up your game on social media and beat your competitors! Sign up to our next Social Media Course in Bournemouth on 23rd August at - https://www.sunnybirdpr.com/social-media-course.