Reaching Millions!

If you’ve been following us on social media over the last few months you’ll have seen that we’ve been running our ‘Reaching Millions’ PR and Publicity courses here at SBPR HQ, teaching local businesses how to do their own PR.

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The idea came about after conversations with start-ups and small businesses that knew the importance of PR, but simply didn’t have the budget for a PR agency. Founder of Sunny Bird PR and creator of the courses, Sunny, understands first-hand the struggles of being a start-up with budget constraints from her experience launching her own fitness retreat brand.

“When I started New You Boot Camp, I had just £3,000 to spend on a website and equipment. I had no money for anything else; no advertising, no SEO, no PPC, no social media, nothing. The only thing I had was a knowledge of PR which I used to invite journalists and celebrities to come to the boot camp and publish their experiences. Through PR alone, my business became an overnight success and was recognised worldwide by clients, celebrities and the media.”

Sunny then went on to launch retreats across the UK and Europe turning over just under £1 million in the first year. The media attention she received was a crucial factor in the growth of the business.

The power of PR led Sunny to secure a book deal with renowned publisher, Collins & Brown and to launch retreats across the UK as well as in Spain, Portugal and Austria.

Knowing how PR can drive a new business forward, Sunny was keen to help other brands find their voice and share her knowledge with other starts ups and new businesses. She created the ‘Reaching Millions’ PR & Publicity course to help them harness the power of PR for themselves.

When carried out effectively PR can skyrocket small businesses to scale ups, helping to raise the profile of the brand, build credibility, drive sales and secure new customers. Media attention is an invaluable asset – especially if you want to scale, speak on stage, land book deals and be seen by millions.

The one-day workshop is designed to teach small businesses everything they need to do their own PR. Recognising the need for useful take-home tools, Sunny also gives everyone that comes on the course examples of real-life pitches, a press release template and their own top ten media contacts.

Here’s what some of the attendees of our last course had to say about their experience:

Our next course dates are as follows:

Bournemouth – Thursday 22nd November 2018, 1pm – 5pm

Bournemouth – Friday 25th January 2018, 1pm – 5pm

London – Thursday 29th November 2018, 1pm – 5pm

Happy Clientversary ASR!

The Sunny Bird PR team are celebrating our five-year clientversary with our longest standing client, Good Night Anti-Snoring Ring!

The Good Night Anti-Snoring Ring team came to us back in 2013 asking for PR support to introduce their innovative anti-snoring ring to the consumer market.

Over the past few years, we’ve achieved a multitude of coverage through a carefully devised social media strategy and a mix of blogger reviews and press features.

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The Good Night Anti-Snoring Ring has featured in the Daily Mail and Mail Online eight times, as well as a wide range of weekly magazines including Bella, Prima, Take a Break, Pick Me Up and Top Santé achieving an overall reach of nearly 90 million people and an advertising equivalent of £900,000 to date!

Despite working on the account for five years, we’ve not run out of creative ideas and are still delivering results year on year. This year was no exception; the Sunny Bird PR team have secured numerous features showcasing the non-invasive, natural ring in target titles such as Health & Wellbeing, Woman’s Own, Chat and My Weekly!

To secure these articles, we spent time speaking to journalists about their forward features and pitched the Good Night Anti-Snoring Ring for relevant slots on sleep and wellbeing. Where appropriate, we sent product to journalists for them (or their partners!) to try out. This active outreach resulted in the ring featuring in a mix of articles including product round-ups, health features and even a vlog showcasing the ring.

One of our most successful campaigns this year was Father’s Day where the team worked hard to secure slots for the ring in multiple Father’s Day gift guides. Playing on the stereotype of snoring dads, we positioned the Good Night Anti-Snoring Ring as the perfect alternative present to the same old socks, guaranteeing fathers across the country, and their long-suffering families, a peaceful night’s sleep. The fun twist on Father’s Day resulted in a plethora of coverage on blogs such as Just Average Jen, with online views of over 43,000, and Emma Drew’s online vlog.

With Father’s Day barely over, Christmas in July began! We applied the same outreach method as before and positioned the Good Night Anti-Snoring Ring as a stocking filler staple for Christmas gift guides. The team pitched the ring to consumer titles as well as family and lifestyle blogs and sent samples to journalists. Based on our success last year, we should see Good Night Anti-Snoring Ring in a whole range of different media titles this festive season.

Year round, one of our major ongoing PR activities for the Good Night Anti-Snoring is to ensure the brand has an engaging social media presence to attract the attention of potential customers. Each week, we devise a strategy for the Twitter and Facebook channels and post original content to increase views and organic impressions.

Key statistics for each channel, such as reach and engagement, are analysed weekly to determine which posts perform best and how we can modify this for the best results week-on-week. Our favourite, and most well received posts this year, have been quizzes on which animals people snore like, humorous memes on being sleep-deprived and adorable videos of family pets snoring.

The most successful social post of the year was a competition offering the brand’s followers the chance to win a snoring ring. These posts do wonders for boosting engagement rates as competitors are encouraged to comment for the chance to win and tag their friends in need of an anti-snoring ring. This year, we increased Good Night Anti-Snoring Ring’s Facebook impressions by 123% through competitions alone!

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Our final campaign this year was for the launch of the Good Night brand’s new product, Good Night Sleeping Beauty; a beauty collagen drink designed to support your skin, hair and nails as you sleep. Just weeks since the project launched, it was shortlisted for Best New Beauty Supplement in the OK! Beauty Awards. From a PR perspective, the Sunny Bird PR team set out to increase brand awareness through a social media campaign designed to drive traffic to the voting site. Voting closes on the 9th November and results will be announced at the awards ceremony at the end of the month.

Thanks to a structured PR strategy, thorough campaign research, and a great product, the Sunny Bird PR team have helped Good Night Anti-Snoring Ring reach almost 2 million people this year. With the brand set to expand its product range across the health and beauty sector, the Sunny Bird PR team cannot wait to see what the next 12 months bring!

PR Campaigns – The Good, The Bad and The Viral

With the weather getting colder, evenings getting darker and Christmas getting closer, the team has been looking at a variety of exciting PR campaigns this October to help us keep our creative fires burning!

This month’s campaigns include Queen inspired Christmas lights in Carnaby, designers supporting Battersea Dogs and Cats home with a canine couture collection and Halloween Marmite jars for the lovers AND the haters.

So, sit down and curl up with a cup of tea and have a read of some of our favourites this month…


Is This Just Fantasy?

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With Bohemian Rhapsody being one of the hotly anticipated film releases of 2018 there’s no doubt that Twentieth Century Fox were under pressure to make sure they got the launch just right and create one big noise around the new film release.

Every year Carnaby Street is decorated with beautiful neon words for Christmas time, and with the film release coinciding with this year’s festivities it makes for a natural fit to celebrate both the film release and the traditional Christmas lights switch on. In celebration of the film release, Twentieth Century Fox unveiled a killer light display down the iconic London street, with lyrics from Bohemian Rhapsody burning through the sky. With a big flash the lights came on and created a kind of magic in Carnaby Street as the crowd went gaga for Brian May, Roger Taylor and the cast of the new film.

That wasn’t all, fans of Queen can also pick up movie memorabilia, check out costumes from the film and watch archived Queen performance footage in a pop-up store at no3 Carnaby Street.

We love a classic PR pop-up and the creativity involved with aligning a Queen film with Christmas celebrations in an authentic way. The campaign achieved national articles and features with ITV News, Forbes, NME, Time Out and the Londonist.

(PS, prize goes to whoever can guess the right amount of Queen puns in this… Tag us with your answers @sunnybirdpr!)

Someone Call The Pupparazzi

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This PR campaign certainly had us wagging our tails!

In October, top designers such as Vivienne Westwood and Lulu Guinness came together to create a special one-off range of canine clothing in support of Battersea Dogs and Cats Home.

From diamond embellished coats and collars, to pompom and tassel garments, the unique doggy accessories were modelled by Battersea dogs and auctioned off at the charity’s Collars and Coats Gala Ball on the 1st November.

The bespoke items were also auctioned online with all proceeds going directly to the home helping to support over 7,000 unwanted or abandoned animals.

Every year it costs over £21 million to ensure Battersea can keep helping dogs and cats in need and the Collars and Coats Gala Ball raised much needed funds as well as awareness for the home.

This heart-warming campaign took the media by storm and appeared in the Daily Mail and the Evening Standard.

 

This is Not A Sushi Bar!

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Everyone loves free food, don’t they?!

A sushi restaurant in Milan called ‘This Is Not A Sushi Bar’ allowed guests to pay the bill in Instagram ‘likes’ rather than rinsing their bank balance.

Guests were asked to order their food, take a quick snap and post it on Instagram tagging in the restaurant. The number of followers determined the number of free dishes people could receive.

Those with 1000 to 5000 followers gained one free dish of sushi or sashimi and those with 5,000 to 10,000 followers gained two free dishes.

A whopping eight free dishes were given to the seriously Instagram famous who had over 100,000 followers! Plus the campaign gained national coverage in The Telegraph.

With Instagram holding a booming 1 billion users, we thought this way a great way to engage local millennials and get the restaurant flooded with new customers, whilst promoting the restaurant across social media at the same time.

Free food anyone?!

Trick or Treat? Love or Hate?

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Halloween is an exciting time of year where everybody goes all out with scary costumes, pumpkin carving, decorations and treats. At SBPR HQ we certainly did!

Mintel’s research showed that a frightening 52% of Brits splashed out on Halloween in 2017 and 25% of purchasers spent up to £25 on treats, decorations and costume so it’s not surprising that more and more big-name retail brands are coming up with inventive campaigns to get the most out of Halloween.

For Halloween this year Marmite played the perfect ‘Trick or Treat’ prank on buyers highlighting one of the brand’s key messages – you either love it or you hate it.  Marmite released two new limited-edition jars, available exclusively for a few weeks in October.

The spooky Marmite jars came in two variations; a ‘Halloween Trick’ to ‘petrify a marmite hater’ and a ‘Halloween Treat’ to ‘spoil a marmite lover’, both of which can be personalised.

Marmite’s Trick or Treat campaign demonstrates that sometimes a simple tweak in your brands design can drive brand awareness. The beloved brand is well-known for its collectable jars which include the Guinness collaboration recipe that included 30% Guinness yeast, the Queen’s diamond jubilee edition, and the Marmite Gold edition with real edible gold flecks.

Although an innovative play on Halloween, tapping in to the brands USPs, this campaign didn’t gain any national coverage. We think that this is because Halloween doesn’t tend to be a gift-giving holiday like Christmas, Valentine’s Day, Mother’s and Father’s Day, where personalised items are usually purchased for friends and family.

Do you love it or hate it?

The #itsoktoswitch Campaign

 
 

Green Flag, a breakdown cover provider, wanted to convey how easy it is to switch to a different provider, and what better way to do this than hypnotise a bunch of die-hard football fans?

The roadside assistance company hypnotised two groups of football fans during the North London derby between arch-rivals Spurs and Arsenal.

The experiment, conducted during half time, was designed to highlight how simple it can be to switch allegiances. The video above shows a handful of supporters cheering for the opposition, having apparently been convinced to switch sides by a hypnotist.

The clever concept tapped into the nation’s psyche and drew upon its research of 1,100 UK adults which revealed that half of football supporters would stop watching football all together if they couldn't watch their team play again.

Dan Titley, head of marketing at Green Flag, said: "It's clear we're a passionate nation when it comes to football, but how much the UK public are prepared to give up for their team is incredible. The North London derby switching experiment is set out to show just how easy it is to switch - even in situations when switching isn't necessarily ok."

The stunt, created by PR from Frank, was a brilliant example of a creative PR campaign which resulted in coverage in a number of outlets including The SunThe MirrorPR WeekThe Express and Yahoo Sports.

Journalist of the Month

 Melanie at the Good Housekeeping Institute

Melanie at the Good Housekeeping Institute

Melanie Giandzi is an official Food Tester at the Good Housekeeping Institute. Lucky Melanie spends her days taste testing the latest food and drink products from the coolest brands and penning copy for the title. Here, Melanie has taken a break from sampling the wares and compiling product round-ups to answer the notorious SBPR questions:

1. What are the 5 words that best describe you? Cheeky, caring, motivated, funny and personable.

2. What magazine do you love reading and why? I love reading all the grocer’s own in-house magazines as I love knowing what new products they are getting in and learning about what’s in season.

3. What is your favourite book? Can I say Harry Potter 1-7? 😉

4. Which song makes you dance? Tom Misch – Beautiful Escape.

5. What has been your best career moment? Deciding to change from the beauty world into food – a passion which always fills my mind.

6. What advice would you give your 20-year-old self? Save your money!

7. Where are you happiest? Having a picnic with my partner Cam at Primrose Hill.

8. Who would be your number one dinner guest and why? Frank Sinatra – I’d cook him a delicious meal in exchange for a serenade.

9. If you could have any superpower, what power would it be and why? Teleportation for sure, all my family is back home in Australia, so it would come in handy for sure.

10. If you had to ask us one question what would it be? What is your proudest moment at Sunny Bird PR?

As a team, there is a lot we’re proud of so this one took some thinking! Here are the team’s proudest achievements to date:

Lizzie: Creating Bournemouth’s Biggest Ever Street Art for a client – a giant Spiderman painted on Pier Approach which achieved 20 pieces of coverage in just two days with a reach of over four million people and exposure on TV, radio, online and in print.

Georgie: My first piece of coverage for Sunny Bird PR which was in the Telegraph - I loved winning the PR tiara and Prosecco for the piece too!

Laura: Securing 90 VIP guests to a restaurant launch in just one week and achieving 10 pieces of coverage off the back of the event.

Jess: Smashing our targets  and achieving more than 20 pieces of regional coverage for our client Ramsay Health Care UK in just one day.

Alex: Securing TV coverage on BBC Spotlight for one of our newest clients and even encouraging the presenters to get dressed up and take part in a cycling activity.

Sunny: My proudest moment to date has been hosting our PR & Publicity Reaching Millions courses which enables start-ups and SMEs, which don’t yet have the budget for PR, get their businesses of the ground!

Working with Journalists

If you’ve been to one of our ‘Reaching Millions’ PR & Publicity Courses, you’ll know that we spend a lot of time talking about key messaging and USPs; what makes you different from the competition.

Working with Journalists is one of our USPs as a PR agency.

We work with two national journalists on a freelance basis who give us invaluable feedback on PR campaigns and features that we’re working on for clients. Natalie Brown and Stephanie Clarkson are two of our most trusted media experts and ‘sounding boards’ who provide valuable journalistic insight when it comes to the media.

With a wealth of national journalism experience, Natalie specialises in subjects including parenting, family, health, food and relationships. Natalie writes for a plethora of publications including Mail Online, The Sun, The Mirror and numerous other female glossy titles.

Steph offers Sunny Bird PR a no-nonsense approach when it comes to what press want from PR’s and brands in order to feature them. Steph has worked on the Femail section of the Daily Mail where she specialised in human interest features, went undercover at Jamie Oliver’s restaurant and wrote investigative pieces on the trade in human hair for hair extensions and the rise in street begging. She then worked as Deputy Features Editor at Woman & Home magazine before forging a highly successful career as a freelance writer.

As a specialist in creative PR campaigns, the Sunny Bird PR team spend a lot of time coming up with creative PR campaigns for existing and potential clients. Once these campaigns have been fully researched and costed out by the team we present them to Natalie or Steph for the assessment stage. With their insider knowledge of the media, what Editors are looking for, what’s hot and what’s not, they know exactly what will and won’t work in the media.

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If our PR campaigns make it past the journalist test then, and only then, will they be presented to the client. It’s this process of ideas through to research through to journalist audit that ensures all of the PR campaigns we execute as an agency achieve the results that we promise.

Our job as a PR agency is to deliver results for our clients and this is one of the measures we have put in place to ensure that we do.

Steph commented:  “I am always impressed by the energy and commitment of the team at Sunny Bird PR.  They really understand the way the press works and the demands on any journalist and therefore employ highly intelligent and effective methods to showcase their clients and to make the journalist’s job easier.”

If you would like the team to come up with some of their award-winning PR campaigns for your business then get in touch on 01202 293095 or email hello@sunnybirdpr.com.

New Client Win: Marisa Peer

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The team at Sunny Bird PR are thrilled to announce that they are now working with world-renowned hypnotherapist, Marisa Peer, as she launches her latest book, I Am Enough.

Named Britain’s best therapist by Tatler magazine, Marisa has spent nearly three decades treating an extensive client list which boasts international superstars, CEOs, Royalty, and Olympic athletes.

In I Am Enough, the best-selling author and motivational speaker outlines a practised technique guaranteed to alter your confidence levels in every aspect of your life, from your relationships and sex life to your attitude to weight and your career, by permanently removing self-sabotage and self-destructive thoughts and behaviours.

Sunny, Founder of Sunny Bird PR, commented: “We couldn’t be more honoured to work with such an esteemed author and therapist. Marisa’s techniques have changed people’s lives and we are very much looking forward to introducing her to journalists and supporting Marisa with the launch of I am Enough.”

Happy Clientversary: Ramsay Health Care UK

This month the Sunny Bird PR team is celebrating our three-year clientversary, and most successful year to date, with private healthcare provider Ramsay Health Care UK.

The healthcare provider first began working with SBPR back in 2015 with the primary objective of positioning Ramsay as a trusted voice of authority in the field while securing backlinks directing readers to the website; increasing Ramsay’s SEO and ultimately boosting sales and patient numbers.

The SBPR team have used creative campaigns to ensure we smash our KPIs year-on-year and achieve national coverage on a monthly basis. This year we have seen a 90% increase in our coverage from the year previous including exclusive features in the likes of the Daily Mail and The Daily Telegraph as well as interviews on Sky News Radio.

To achieve maximum coverage every year, SBPR devise a detailed 12-month strategy which includes a mixture of long-form features, surveys and expert advice to ensure we have something to talk to journalists about over the coming 12 months.

We kicked off this year by tapping into the media’s ‘New Year, New Me’ ethos to promote Ramsay’s weight-loss procedures on a national level. With the media saturated in weight-loss stories, we knew we needed some hard-hitting statistics and relatable case studies to be heard above the noise.

To do this, we surveyed 2000 women who had experienced difficulties with weight loss and discovered that 75% of them were ashamed or embarrassed by their weight gain. The shocking figure was just the hook we needed to take the story to the media. We pitched the feature to national radio stations along with a leading weight loss surgeon from Ramsay, and a case study who had undergone weight loss surgery with Ramsay. Both were available for radio interviews and happy to comment on procedures, statistics in the survey, as well as their own personal experiences to produce some informative and relatable pieces for radio.


 Dr Halstead and case study Plaxy on the air

Dr Halstead and case study Plaxy on the air

The campaign was a phenomenal success with a total of 14 radio interviews including Sky News Radio, talkRadio and regional stations in key hospital areas. Overall, we reached almost 4 million listeners spreading news of Ramsay weight loss procedures across the country.

Our second targeted media outreach of the year was Bowel Cancer Awareness Month in April. For this, the team utilised assets made in previous years including an eye-catching graphic, which ran with the headline ‘What Does your Stool Say About You?’, highlighted the often-overlooked symptoms of Bowel Cancer.

Our bowel cancer awareness campaign reached over 2.8 million people with 12 pieces of coverage including The Daily Telegraph, Express Online and Yahoo!

This summer, SBPR took on a new challenge away from the national limelight in the form of Ramsay’s regional PR. We were asked to support with the launch of its nationwide Speaking Up for Safety Initiative. Ramsay are the first hospital group in the UK to launch the initiative which encourages and empowers staff to challenge anyone, including senior colleagues, who may be putting patients at risk with their behaviour.

SBPR had just one week to secure as much coverage as possible across the country in advance of the initiative going live in each of Ramsay’s 38 hospitals. Over the course of just one week, the team created targeted media lists of the publications in each of the hospital’s regions, and through intensive calls to regional journalists the team achieved 22 pieces of coverage from Yorkshire to Wiltshire.

 Assets created for journalists

Assets created for journalists

Our final campaign of the year focused on sports injuries and the importance of warming up to avoid serious injury - a campaign designed to feature in women’s magazines and more specialist sporting titles.

To deliver this campaign we gathered several assets including shocking survey statistics. The carefully-conducted survey asked 2000 people how they injured themselves while playing sport, as well as their recovery time, age and gender. The survey produced newsworthy results such as 70% of people over 55 have been to A&E with sports related injuries and that sports injuries account for more than 13.5 working days lost per person.

These results were presented to journalists along with heartfelt case studies from women who experienced serious sports injuries impacting their lives who then went on to receive corrective surgery from Ramsay allowing them to return to their sport. Simple warm-up exercises with instructions and corresponding photography were also provided along with expert comment from a Ramsay consultant on the importance of warming up.

This gave the team an array of material and assets to pitch to journalists depending on which were most suitable for their audience and publication. Consequently, we achieved numerous feature length pieces, and backlinks, in key titles such as Top Santé, Runner’s Radar, My Weekly, Trail Running and many more.

Thanks to the team’s carefully planned PR Strategy and great media contacts within the national health press, we managed to secure a huge 64 pieces of coverage for Ramsay Health Care UK over the past twelve months. That coverage has reached over 23 MILLION people, and if the equivalent space was bought in advertising would have cost over £640,000!

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New Client Win: Bliss Sanctuary for Women

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The team at Sunny Bird PR are delighted to announce that they will be working with Bliss Sanctuary for Women in Bali.

The luxury, female only retreat in beautiful Bali offers women Bliss on their terms. With retreats in Canguu, Seminyak and now Ubud, Bliss caters for every woman’s needs. The SBPR team worked with Bliss to gain press coverage and press trips for the two original retreats in Canguu and Seminyak and are excited to be supporting Bliss with its third launch on the island.

Sunny Bird, MD and Founder of Sunny Bird PR commented: “Having visited Bliss myself I know just how idyllic the retreats are, they offer so much more than a traditional yoga retreat or wellness holiday. We are all eager to get started and tell the world about the latest addition to the Bliss family.”