Beyond the PR pitch
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Transcript of Beyond the PR pitch
Key information for procurement professionals 2016
Beyond the PR pitch…
A Procurement Pocket Guide to Stir PR
STIR PR THINK BEYOND
At Stir, we look beyond the brief; think beyond the obvious; scratch beyond the surface; go beyond the ordinary; and, aim beyond the coverage; all to deliver beyond expectation.
We understand our clients’ commercial climate. We question what drives success, with each campaign grounded in insight and strategy.
We’re not just your traditional PR agency. So expect the unexpected.
We’re INTELLIGENT, INQUISITIVE, INNOVATORS.
DOERS, DRIVERS, DISRUPTERS.
*Expected to enter PR Week’s Top 120 Agencies (by turnover) in 2017
Established in 2011, Stir is a medium sized agency*
working on a mixture of corporate and lifestyle clients.
A SELECTION OF STIR PR CLIENTS
CLIENT RETENTION & GROWTH
We must be doing something right because our pillar clients have been working with Stir over a number of years. The scope of work continues to
grow (and, so too does our agency!)
* Now trading within Ball
2011 First campaign secured with single brand (£30k value)
2016 Working across five brands with year round campaigns (£250k value)
2012 First campaign secured with single brand (£40k value)
2016 Working across seven brands with year round campaigns (£350k value)
2013 Appointed as Rexam European Trade PR Agency (retained)
2014 Secured project work at global level in addition to a European retainer
2016 Appointed as retained European Communications agency by Ball (following acquisition of Rexam, June 2016)
FOCUSED ON BEST PRACTISE
ASSURANCE An audited member of PRCA, with our Client Services Director sat on the UK PRCA Council
Members of the International Association for Measurement in Communications (“AMEC”), recently presenting with CEO on the ‘Future of PR measurement’
£2million indemnity insurance
(Stir measurement guide available upon request)
VALUE Industry benchmarking and a regularly reviewed and price-compared supplier list, ensure that Stir’s prices remain competitive
(Rate card available on request and fixed term contracts can be negotiated)
QUALITY With each campaign grounded in strategic insight and activated with creative flair, Stir’s work is highly regarded by clients and throughout the PR industry
(Detailed case studies available upon request)
SERVICE Exemplary client service record with 26% organic growth YoY
Annual client review conducted to assess agency performance and client/ agency relationship
(References available upon request)
INNOVATIONNot satisfied with repackaging insight generated by others, Stir works with neuroscientists, psychologists and trend strategists to develop more effective ways of targeting audiences, influencing behaviour and measuring campaigns
(Examples of insight generated available on request)
01 02 04
03 05
CLIENT AREAS
FOOD
35%
LIFESTYLE
13%PARENTING
9%
TRADE PR / CORPORATE
33%CONSUMER
PR
67%
SALES
DRINKS
43%
EXPERTISE & RESOURCE
• Trade and consumer press office
• Influencer engagement
• Social & digital strategy, incl. community management
• On-trade support
• Brand partnerships
• Brand launches
• Events and experiential
• Content creation
• Advertorials / trade advertising
• SEO
• Copy writing
• Creative artwork and printed materials generation
Stir’s definition of PR
Communication (via varying channels) to a defined group of stakeholders (i.e. consumers, customers, internal stakeholders) to influence behaviour change, in order to illicit a desired outcome (purchase, brand loyalty, reputational awareness etc.)
Successful PR can be enacted in a number of ways. Here is a (not exhaustive) list of areas in which Stir has expertise:
Stir PR is a team of 22, including specialists beyond that which you would expect to find in an agency of our size:
Personnel by function:
14 Client staff
01 Creative
01 Production & styling
02 Planning & strategy
04 Other
OF OUR STAFF LOVE
WORKING AT STIR!
95%
STIR IN NUMBERS*
EMPLOYEES FINANCIAL YEAR
*(HAPPY TO PROVIDE STATEMENT OF TURNOVER, PROFIT & LOSS AND CASH FLOW FOR MOST RECENT TWO YEARS)
JAN01
DEC31
5 PROFITABLE YEARS IN A ROW
11 12 13 14 15
>£1.5 MILLION TURNOVER ANNUALLY
LOW COST BASE, PASSING SAVINGS
ONTO CLIENT
NO ONE CLIENT IS GREATER THAN 20% OF THE TOTAL BUSINESS
WORKING WITH CLIENTS ON RETAINED
AND PROJECT BASIS
EXPERIENCE IN MULTI-CURRENCY
ENVIRONMENT
BEST IN CLASS CAMPAIGNS
Developed and activated an ownable consumer experience, bringing to life the brand’s position as
the ‘water of fine dining’.
Stir developed the concept of an Italian style dining experience – Live In Italian, Live from London. Casual lunchtime streetfood-style dining during the day, gave
way to fine dining with Michelin starred chefs, Theo Randall and Phil Howard, during the evening.
brand growth in
12 months
consumers hosted across two days
Over 1 million consumers reached through social
platforms during campaign
Brand position defended in on trade and grown in off-trade
increase in sales in
100%
A PR led campaign, positioning Woodford Reserve as the leader in the bourbon category, in order to drive consumer
awareness and sales in the on and off trade.
Stir identified Woodford Reserve’s excellent reputation amongst bartender and mixology contacts and therefore
engaged these individuals as Brand Ambassadors to deliver a brand experience through the classic bourbon serve,
The Old Fashioned.
BEST IN CLASS CAMPAIGNS
Launch Purina Gourmet Soups (for cats) to pet owning consumers, driving a new category within the pet
food industry sector.
Stir focused on Purina’s position as an innovator in its category. Exclusive with hero title, The Grocer
was secured with wider trade press supporting listings in convenience and independent retail.
A consumer awareness programme delivered excellent results in national and lifestyle press, securing coverage for NPD on pages that probably wouldn’t have featured pet foodincrease in positive coverage
secured YoY across broadcast, print and online
New customer enquiries as a direct result of coverage secured
Ongoing thought leadership campaign to secure share of voice in the industry, driving sales and building value
for Rexam shareholders.
A highly focused trade press office focused on Rexam’s key business pillars, innovation and sustainability. Stir secured industry event sponsorship and speaker opportunities, and
drove Rexam awareness beyond print media into social, video and broadcast.
Sales exceeded expectation and listings secured in
all UK multiples
pieces of coverage in total in tier one media, including
three national titles3 1
REFERENCES
“We have worked closely with Stir over the past three years on campaigns that vary from large experiential activity right through to influencer engagement and a hard working press office. It is Stir’s enthusiasm, strategic way of thinking and little black book of contacts that keep us coming back for more - they always push the boundaries of what is expected, which
is why they are our lead agency.”
BARBARA D’AMICO, SENIOR BRAND MANAGER – S.PELLEGRINO & PERRIER (NESTLÉ WATERS (UK) LTD)
“I have worked with Stir for over four years, which has seen them grow their business across the whole American Whiskey portfolio in both trade and consumer.
Every year Stir come to Brand Planning with strategic direction and creative input helping us deliver against our business objectives year on year!”
FFION JONES, SENIOR BRAND MANAGER - JACK DANIEL’S & NAW SUPER PREMIUM WHISKEYS, UK
“Stir have run Rexam’s B2B European press office for over three years. Not only do they deliver
outstanding results, but they encourage best practice in our business.” ELISABETH TANGUY, SECTOR COMMUNICATIONS MANAGER - REXAM BEVERAGE CAN EUROPE
FINALLY
Company registration details: 07438655 | Ownership: 18.75% WPP 81.25% Privately owned
Unit 7.02, Tea Building56 Shoreditch High Street
London E1 6JJ
STIR [email protected]
@STIRPRLONDON
Stir is part of Captivate, a collection of six creatively led agencies that are aligned by connected thinking,
but distinct through their specialist execution…
Current procurement partners work with Stir alone or cross discipline with the group… whatever makes sense from both a creative and commercial point of view.
But, the main benefit of Stir’s belonging to Captivate? Our entire team is well versed in interagency working.
Creating platforms that spark conversation between consumers and brands. Campaigns that live & breathe amongst the community.
Offering expertise in retail and brand design: retail environments,
brand communications, brand creation and visual identity.
Delivering the most inspiring creative concepts for events and experiential, focusing on brand,
consumer and culture.