Case Study - Specsavers
Client
Specsavers Opticians
Activity
Regional & local media relations across the Midlands (100 stores)
Objectives
- To create excitement and attention for stores with footfall-driving activities
- To generate positive coverage for Specsavers stores, products, services, expertise of staff and overall reputation
- To differentiate Specsavers from all other opticians
- To build awareness of key brand messages in order to retain existing customers and attract new users
Activity
- Develop relationships with all 100 stores through visits, PR road shows and regional meetings
- Set up links with local charities, schools, groups and sporting teams to help position store within its community and generate coverage
- Store specific activity and proactive media relations
- Promote national initiatives on a local & regional level, such as the Sexy Specs model competition and the Drive Safe initiative
- Sensitive handling of media opportunities for customer case studies to stress the importance of regular sight tests
Results
- Extensive coverage in the local and regional press, most including excellent , branded press photography
- Good relationships developed with store directors; helping them understand PR and its benefits
- Stores are now developing greater links within the local community
- Coverage generated 450% return-on-investment
"It's great working with Target; they're creative, understand the media and get excellent coverage. One of Target's great strengths is its smooth project management; the team now looks after more than 100 stores, which means developing relations with store directors and the media across a massive area. Target is a real ambassador for - and guardian of - the Specsavers brand. I have no hesitation in recommending them." Jo Delbridge, Head of PR, Specsavers Opticians
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