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Making 2014 your most successful year ever WOLFSTAR & SCOTTY’S LITTLE SOLDIERS
Making 2014 your most successful year everWOLFSTAR &
SCOTTY’S LITTLE SOLDIERS
SOME PROUD MOMENTS WORKING WITH SCOTTY’S
PR & SOCIAL MEDIA STRATEGY | PUBLIC RELATIONS | DIGITAL PR SOLUTIONS | CONTENT MARKETING | EVENT MANAGEMENT | SEO EXPERTISE | SOCIAL MEDIA
Wolfstar is a public relations and social media specialist.
Over the last few years we’ve helped some of the world’s bestbrands deliver outstanding campaigns by combining traditionalPR skills with new digital channels, social media and big data.
WOLFSTAR PUBLIC RELATIONS
PR & SOCIAL MEDIA STRATEGY | PUBLIC RELATIONS | DIGITAL PR SOLUTIONS | CONTENT MARKETING | EVENT MANAGEMENT | SEO EXPERTISE | SOCIAL MEDIA
INTRODUCTION
To drive awareness of the charity and increase donations, Wolfstar approached key media with case studies, interview opportunities with Nikki Scott, charity news (including a retail partnership with Tesco) and award wins. Wolfstar also liaised with the BBC on a documentary film covering Scotty’s.
SCOTTY’S LITTLE SOLDIERSGAINING COVERAGE
• Drove substantial media awareness for the charity, reaching an audience estimated at over five million
• Broadcast coverage on BBC News and BBC Newsnight
• Gained print and online coverage in The Times, Sunday Mirror and BBC Magazine
• Created reams of additional coverage across online and print in military magazines, women’s magazines, national, local and regional newspapers
AT A GLANCEWOLFSTAR
LAUNCHING THE F&F RANGE TO NATIONAL ACCLAIM
To support the launch of Tesco’s F&F first-ever charity clothing range, Wolfstar oversaw media relations and social media content for this pivotal campaign, liaising with F&F and Tesco staff to ensure a big bang of media coverage. Wolfstar created all press materials, liaised with journalists and ensured that coverage exceeded all expectations
• National coverage was generated online to drive traffic to the clothing pages on F&F website – this included the BBC, ITV News, MSN and AOL
• Wolfstar secured TV coverage with the UK’s two largest broadcasters – BBC and ITV, which filmed Nikki in situ and aired on regional news
• Radio coverage was widespread, including Classic FM, BBC Radio Norfolk, LBC and BBC Radio Cambridgeshire
AT A GLANCE
Wolfstar’s work to launch the clothing range was a resounding success with a notable spike in web traffic to both Scotty’s website and to the clothing pages when coverage went live. Prime time TV and radio slots were complemented by online coverage which featured on globally popular websites such as MSN.
RESULTS
TESCO’S F&F LAUNCHES ITS FIRST
EVER CHARITY RANGE
NATIONAL COVERAGE WORTH £120,000
Wolfstar has worked tirelessly during 2014 to secure prominent one-off pieces of coverage for Scotty’s Little Soldiers across a diverse range of national media outlets. These have included the likes of The Times, Sunday Express, Sunday Mirror and Bella.
SECURING TOP-TIER MEDIA COVERAGE
• Wolfstar capitalised on the centenary of the outbreak of World War I and a letter from pensioner Lily May to secure a whole page in The Times – a first for Scotty’s and a fantastic way of introducing the charity to its readers • A double page spread on the charity in Bella Magazine which featured an in-depth interview with Nikki and website link to drive coverage. The advertising value for this piece alone is worth in excess of £36,000
• A whole page in Sunday Express ‘S’ Magazine, which again profiled the charity, including a text to donate number and Scotty’s website
AT A GLANCE
Wolfstar’s work to raise the charity’s profile across national media outlets has been a resounding success with coverage valued at more than £120,000 based on current advertising rates. Wolfstar has successfully introduced the charity and Nikki Scott to a far more diverse audience, ensuring that more people hear about Scotty’s work and are able to donate and visit the website.
RESULTS
Wolfstar has been working closely with Nikki to ensure that the right TV opportunities are capitalised on and that the charity gains further exposure through securing quality TV coverage.
RAISING THE PROFILE OF NIKKI SCOTT
• Securing a prominent segment on Nikki and Scotty’s Little Soldiers as part of a 30-minute BBC Documentary on Afghan Widows. This was also used in abridged form as a 10 minute BBC Newsnight slot featuring a prominent slot for Nikki
• ITV and BBC TV coverage for the launch of F&F clothing range, interviewing Nikki at home
• A Prime time ITV documentary (to be aired in 2015) which will feature the work of Scotty’s and profile Nikki Scott
AT A GLANCE
TV LOVES SCOTTY’S
The extensive BBC TV coverage has led to a notable increase in awareness of the charity and good standing with BBC journalists in general.
RESULTS
TV LOVES SCOTTY’S
MASTERING MILITARY MAGAZINES
Wolfstar has successfully generated coverage for Scotty’s Little Soldiers in all major military publications including Envoy, Army & You, Homeport, Volunteer and many more. This coverage has generated additional members for Scotty’s and increased awareness of the charity amongst this key audience of military families and personnel.
A CLEAN SWEEP OF MILITARY PUBLICATIONS
• Wolfstar secured the front pages of both Veterans World and Education for the Military Family and an extensive feature on the charity inside the publication
• Coverage was generated in all of the Armed Forces publications: Homeport, Soldier and Envoy
• Additional publications such as Volunteer, Veterans World and Army & You also covered Nikki’s story and the charity in great detail
AT A GLANCE
Extensive coverage across Military magazines has led to a rise in members and awareness of the charity. As a result, Scotty’s has become more widely known amongst military families and this ensures that families will be aware of the charity and its work in advance of needing to access its services.
RESULTS
CREATIVE THINKING
Wolfstar thinks creatively to secure coverage for Scotty’s Little Soldiers and has proposed multiple creative campaigns that have both come to fruition and are currently being developed. This includes a full page in The Times based on creative ideas around the outbreak of World War I, a memory garden for Scotty’s Little Soldiers which is taking shape for next year and an exclusive bouquet with Bunches.co.uk for next year.
CAMPAIGNS WITH HEART WHICH
RESONATE WITH YOUR AUDIENCES
• Wolfstar leveraged the centenary of the outbreak of World War One and a letter from War Widow Lily May to secure a whole page in The Times
• Wolfstar’s idea for a Memory Garden at Chelsea was supported by renowned landscape gardener Graeme Thirde. RHS Hampton Court will now host the garden and fundraising is now ongoing
• Online florist Bunches.co.uk confirmed they want to design an exclusive bouquet to support Scotty’s which will be sold around Mothers’ or Fathers’ Day in 2015
AT A GLANCE
RHS HAMPTON COURT 2015
Wolfstar first proposed the idea of a memory garden back in 2013. With support from landscape gardener Graeme Thirde this idea is becoming a reality and Scotty’s Garden will undoubtedly be one of the RHS Hampton Court Flower Show’s most talked about gardens in 2015. The garden will feature a memory tree, water feature and landscaping to provide the perfect backdrop to promote the work of the charity at the show. Wolfstar has worked with Stuart and Nikki to draft a funding proposal to secure the £50,000 needed to bring the garden to life.
SEEING OUR IDEA COME INTO BLOOM
• Wolfstar’s Memory Garden is set to feature at RHS Hampton Court in 2015 to wide acclaim: Help for Heroes’ Garden helped catapult the charity into the national spotlight and we know our garden will do the same
• Wolfstar is busy planning the public outreach and fundraising initiatives that will create a sense of anticipation before the show in 2015
• Wolfstar is approaching key industry contacts to secure larger donations
AT A GLANCE
2015 promises to be a very exciting year for Wolfstar and Scotty’s Little Soldiers:
We will see our RHS Hampton Court Garden come to fruition, with hundreds of thousands seeing the garden in location and through the press
We will continue to profile Scotty’s Little Soldiers in the UK’s media, building on our contacts to secure fantastic coverage
We will commence our grant applications work, providing an additional vital revenue stream for you as a charity
And maybe, just maybe, we’ll see Nikki star on BBC’s Strictly Come Dancing!
2015A YEAR TO REMEMBER
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