Case Study - FirstPlus
Client
FirstPlus Financial Group PLC
Target PR has worked for secured loan provider FirstPlus (part of Barclays Group) on national, regional and trade activity since 1999. Target developed this local campaign to support FirstPlus's in-house fundraising initiative.
Introduction
- Many local children's groups and projects have benefited since Cardiff-based FirstPlus created the fundraising initiative 'Putting Cardiff Kids First' eight years ago. Monies raised by staff are matched by the business and awarded through local grants. Over £100,000 has been raised to date, supporting more than 100 groups
- The 'Putting Cardiff Kids First' 2004 Calendar competition developed by Target PR launched in August. Judging took place in October and the calendar was ready for sale on 1 December
Objectives
- To achieve a high level of exposure and enhance reputation within the Cardiff community
- Raise awareness of 'Putting Cardiff Kids First' and how to apply for grants
Activity
- Competition to find 12 children's paintings representing 'what Wales means to me' for inclusion in a FirstPlus calendar
- Securing the South Wales Echo as media partner plus negotiating to satisfy editorial requirements and maximize PR opportunities
- Liaison with 150 schools within the South Wales Echo's circulation area to invite participation
- News and information regularly provided to the South Wales Echo during the competition and distribution of the calendar
Results
- Five key pieces of launch editorial appeared in the South Wales Echo and Target PR also negotiated for each of the 300 entries to be featured with FirstPlus branding and details of how to apply for a grant, starting in December 2004 and continuing for 12 months
- The calendar was used as a corporate PR tool & distributed to brokers, suppliers and staff
- Fundraising opportunities were created as calendars were sold for £2.50, with proceeds match-funded by FirstPlus. More than 100 copies were sold
- EAV of the key editorial coverage was £14,680
- EAV for coverage of paintings entered in competition is estimated to be £242,625
- An estimated 2.6million opportunities to see FirstPlus branding and information about grant applications
Endorsement
"Target PR met our brief full-on with the 'Putting Cardiff Kids First' Calendar competition. Not only did they achieve a high level of press coverage among this key audience for FirstPlus, they have forged strong relationships with the South Wales Echo from which we continue to benefit." Kate Vaughan, Head of PR, FirstPlus
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