connecting brands with their audiences

Transcription

1 connecting brands with their audiences

2 PR EVENTS SPONSORSHIP DIGITAL INTERACTIVE Connecting brands with their audiences Our work in tennis henmancom.com henman communications 02

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4 Judy Murray tennis partnership activation Overview The David Lloyd Leisure Group is the UK s leading heath and leisure operator, managing 83 clubs in the UK, 12 clubs across Europe, comprising David Lloyd Clubs and Harbour Clubs. David Lloyd Leisure have approximately 486,000 members, employ 6,300 people, including a health and fitness team of over 1,800 and approx. 450 contracted tennis professionals. David Lloyd Club s racquets facilities are unparalleled with 800 tennis courts, 180 badminton courts and 140 squash courts. Additional facilities include health & beauty spas, club lounges, crèches, nurseries and specialist sports shops. Brief Henman Communications were appointed at the start of March to manage media outreach and run six regional coach training workshops, hosted by Judy Murray at various David Lloyd Clubs around the UK. What we delivered Strategy and planning for six regional media events for David Lloyd Clubs across the UK Regional and national media outreach covering: newspapers, magazines, bloggers and TV and radio media Press office management at each event Co-ordinated interviews with: Judy Murray, David Bulgin and Martin Fuller. Created Judy Murray Top Tips in partnership with Judy. Liaised closely with Judy s management, IMG Sourced photographers through the Press Association Video showreel - assisted Somersault TV with: scripting, planning and key messaging Assisted David Lloyd social team with Facebook LIVE interview at Hatfield Co-ordinated photoshoot with: parents, coaches and Judy Murray Media toolkit creation Media coverage book creation, with stats and insight Results 85 pieces of coverage, 138 M online readership, 197 K estimated coverage views, 596 social shares, 501 YouTube views, 52 average domain authority, AVE Value: 75,588.13, Circulation: 6,116,206 Testimonial We were delighted with the amount of media coverage generated by Henman Communications and their event management of the six coach training workshops. The PR team delivered six successful regional press campaigns and also assisted our team with the strategy and planning of the video content, social media activation and ambassador activation. This enabled us to maximise the value of our new coaching partnership with Judy Murray and generate ROI. We appreciative all of their hard work and look forward to working with the Henman Communications PR team again. Liz Bartlett PR Manager David Lloyd Clubs See case study and video here - henman communications 04

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6 Mark Petchey Tennis Academy Programme Overview Neilson Active Holidays has been operating for more than forty years, is one of the UK s leading activity holiday companies. Neilson s award winning holidays offer a range of fun family activities from windsurfing to wakeboarding, tennis to mountain biking and sailing to kayaking, all with qualified instructors and tuition. The inclusive formula means flights, transfers, accommodation, club board dining and children s clubs for 2-17yr olds are all part of the package. Brief We were briefed to raise the profile of the Neilson s eight European Beachclubs in the national tennis, health & fitness and lifestyle media. We introduced Neilson to Mark Petchey, former coach to double Wimbledon champion Andy Murray, to build awareness and credibility in the tennis and lifestyle media. We delivered 3 campaigns: Campaign 1 - Mark Petchey Tennis Coaching Workshop. Campaign 2 - The Neilson Tennis Challenge Campaign 3 - Messini Press Trip in Greece Testimonial We are really delighted with the outcome of the project we have worked on with Henman Communications. The video is content in particular has enabled us to complete a new tennis hub on our website, on time and one budget, with great results. Sarah Cramer Head of Brand Marketing Neilson Active Holidays See our Neilson video showreel here - Editorial features were secured in: David Lloyd Leisure blog, Health & Fitness magazine, Mail On Sunday, The Riverside Journals, The Sunday Express S magazine, SLOAN! Magazine, The Daily Telegraph, Tennishead magazine, The Press Association (225 regional pieces of UK coverage valued at 72,392 with a reach of 4,223,413), Talk Sport radio. See case-study in full at What we delivered PR strategy, planning and key messaging Drafting and distribution of press releases Arranging or phone interviews Mark Editorial feature placement in key national tennis and lifestyle media Social media strategy and content creation Filming, editing and distribution of a 1-2 min video workshop showreel Filming and editing coaches taking part in the Neilson Tennis Challenge Photoshoot with Mark Petchey and Neilson coaches Liaison with Brighter PR and Propellernet PR and Mark Stakeholder management with David Lloyd Leisure Rayne Park club AVE measurement and media evaluation henman communications 06

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8 We Are Tennis Fan Academy Overview BNP Paribas is one of the largest banks in the world, with a history of sponsorship and investment in tennis. Since 1973, when the French Tennis Federation asked BNP Paribas to finance the centre court box seats at Roland Garros, the bank has formed a lasting relationship with the sport from grassroots to grand slams. Today, BNP Paribas is the biggest sponsor of tennis worldwide. Brief BNP Paribas enlisted the help of Henman Communications to drive brand awareness and online traffic for the We Are Tennis Fan Academy. Rather than recruiting players like most academies, the premise of this campaign was to recruit fans diehard, scream-til-you-drop tennis fans. Entrants were asked to post a video of their best supporting online and, if successful, went on to a live online interview with We Are Tennis Fan Academy ambassador John McEnroe. Henman Communications were asked to promote this campaign through traditional and new media, and especially leverage the reach of ambassadors McEnroe and former British No.1 player Greg Rusedski. What we delivered Audience reach 48.5 million, PR value 819,000, AVE value 272,000 Press conference/interview management with John McEnroe, Greg Rusedski and Xavier Malisse National media coverage and strong social media engagement HD corporate video show reel and high res images for internal use henman communications 08

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10 Heroes of Tomorrow Initiative Overview Statoil is an international energy company with operations in 36 countries. Building on 40 years of experience from oil and gas production on the Norwegian continental shelf, we are committed to accommodating the world s energy needs in a responsible manner, applying technology and creating innovative business solutions. Statoil is headquartered in Norway with 21,000 employees worldwide, and is listed on the New York and Oslo stock exchanges. Brief Henman Communications have been retained since September 2012 to activate Statoil s Corporate and social Responsibility (CSR) initiative called Heroes of Tomorrow. Statoil gives support to talented young people in sport, culture and education, helping them to become the heroes of tomorrow. In 2012, Statoil announced two tennis sponsorship initiatives, becoming the new title sponsor for the Statoil Masters Tennis, the ATP World Tour s Champions Tennis Tournament at the Royal Albert Hall in London, and also sponsoring leading British player Heather Watson, who is an ambassador in the UK for Statoil s Heroes of Tomorrow programme. What we delivered Audience reached million, PR value 1.57 million, AVE value 524,000 Management of Statoil brand ambassador Heather Watson and Statoil Give It Your Max (GIYM) patrons Tim Henman MBE, Virginia Wade OBE and Sir Trevor McDonald Creation and distribution of 60,000 Statoil branded Oyster Card Wallet with the London Evening Standard Stakeholder management with IMG (International Management Group) and other GIYM Patrons Filming a series of videos show-casing Statoil s sponsorship of Heather Watson Filming testimonials with patrons Tim Henman MBE, Virginia Wade OBE and Sir Trevor McDonald Testimonial We are delighted to have the opportunity to sponsor this very popular tennis tournament. Our company supplies energy to UK homes and work places from many different sources including wind power, natural gas and oil. We are, in fact, one of the most significant importers of natural gas to the UK and we and our partner company Statkraft have recently invested more than 1 billion in the Sheringham Shoal wind power project in Norfolk. Our sponsorship of the Statoil Masters Tennis gives an opportunity for people in the UK to get to know us better and for us to make a broader contribution to UK society. By sponsoring Give It Your Max, Statoil hopes to enable a larger number of young British children in our local community in Paddington to access decent tennis coaching and have the opportunity to discover their talents. John Knight, Statoil s Executive Vice President, Global Strategy and Business Development henman communications 10

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12 PR and sponsorship activation Overview Give it Your Max is one of the UK s leading grass-roots tennis charities. It is a registered charity founded in memory of Max Stotesbury who died when he was 18 in a motoring accident in Max was a good tennis player and during the holidays assisted the Wimbledon Junior Tennis Initiative. Give it Your Max pays for qualified tennis coaches to introduce and teach tennis to children aged between five and ten years old in the state sector. The tennis is delivered during PE periods in Primary Schools in addition to evening, weekend and holiday tennis camps. Give it Your Max also organizes tournaments and provides programmes for the better and keener children to join tennis clubs to further their prospects, in addition to supplying schools with equipment. Give it Your Max s patrons are Tim Henman OBE, Sir Trevor McDonald OBE and Virginia Wade OBE. Brief Henman Communications were asked to build brand awareness for all the aspects of Give it your Max. What we delivered Audience reached million, PR value 463,600, AVE value 154,521 PR strategy and planning Ongoing monthly press office activity Regular news announcements HTML newsletters Video production with Statoil UK Social Media management Facebook and Twitter Management of corporate sponsor Statoil UK Press launch event with Heather Watson of new Paddington GIYM tennis site GIYM coaching clinic for the media with Heather Watson and Tim Henman on-court at the Statoil Masters Tennis at the Royal Albert Hall in London Testimonial It is a pleasure to work with the Henman Communications team again. We have worked with them closely over the years on events such as our Annual Tennis Ball and they have always been extremely professional and demonstrated excellent relationships with the tennis and sports media. As Give It Your Max continues to grow we feel a fully-fledged partnership will help us in our journey to improve young lives through tennis. Mike & Tara Stotesbury, Give It Your Max Founders and Trustees henman communications 12

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16 PR and sponsorship activation Overview HEAD Tennis is a global manufacturer and marketer of premium tennis rackets, apparel, footwear and balls for athletes of all competitive levels. Many of today s top players, including Novak Djokovic, Andy Murray and Maria Sharapova are part of the HEAD Tennis family. HEAD are innovators, and have been since their inception when founder Howard Head revolutionised skiing by mass-producing aluminium and plastic laminate skis, replacing the old wooden skis. They have taken this innovative approach into the tennis realm, and created the first titanium and graphite racket in Since then, they ve continued their pioneering roots and remain market leaders in the field. Brief PR and sponsorship activation of HEAD rackets, apparel, clothing, balls, shoes and lifestyle bags though press office engagement. Through this, we have targeted UK national sports and lifestyle media. What we delivered : Audience reached million, PR value 1.91 million, AVE value 635, : Audience reached million, PR value 1.29 million, AVE value 430,100 PR strategy & planning for UK apparel lines across racket sports and lifestyle bags Creation and delivery of the TEAM HEAD master-class with Judy Murray Video and high res images HEAD Bags design competition and #Revival campaign Social media engagement to support UK campaigns Agent liaison with IMG for Judy Murray Testimonial Working together with Henman Communications we ran a successful blogger tennis master-class with our HEAD UK ambassador Judy Murray. This was the first time HEAD UK had engaged with fashion and lifestyle bloggers. We received great social media coverage from the event resulting in some of our key UK retailers reporting a spike in their online sales of our tennis apparel ranges. Dave Shaw, General Manager, HEAD UK henman communications 16

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18 National schools pop-up coaching roadshow Overview David Lloyd Leisure Group (DLL) is the UK largest health and leisure operation operating 81 clubs, 10 clubs across Europe, comprising David Lloyd Clubs, Harbour Clubs and Next Generation. With approximately 450,000 members, 6,000 staff, DLL have a health and fitness team of more than 1,800 and more than 400 tennis professionals. Brief DLL invited Henman Communications to launch a pre-wimbledon summer tennis initiative to encourage kids to pick up a racket and get playing. Our strategy was aligned with the LTA s grass-roots strategy of increasing tennis participation across the UK amongst juniors. What we delivered Audience reached 10,887,392 million, PR value 84,430, AVE value 253,290 PR strategy, planning, budgeting, logistics and operations Press release drafting and distribution, media pack creation for each event Stakeholder management of REBOwall op s team, DLL GM s, tennis pro s, school staff. Ambassador liaison with Mark Petchey, Q & A s and autograph sessions Media partnership with First News - online and in the newspaper Pre-event selling-in to all national and regional media Media management: TV, radio and print interviews with Mark Petchey, DLL staff and school staff Press coverage included: First News, Evening Standard, Edge Magazine, BBC Midlands Today, Big Centre TV, Scottish Sun, London Live TV, STV Glasgow, The Herald, The Guardian, City AM, Talk Sport, ITV London, BBC London Content generation: HD video showreeel, high res photos Twitter social media support with internal DLL team Media monitoring, evaluations (WVA ) reports and press cuttings book Testimonial Henman Communications are well connected in the national sports and lifestyle media and experienced at managing high-profile celebrities and delivering effective campaigns, often under pressure! Their PR services have included: press office, experiential, content generation and social and digital activation. Anna-Marie Muldowney, PR Manager, David Lloyd Leisure henman communications 18

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20 European launch of BILT by Agassi & Reyes gym equipment range Overview David Lloyd Leisure is one of the UK s premier health, sport and leisure groups with 450,000 members. In 2015, David Lloyd Leisure teamed up with tennis legend Andre Agassi to launch his cutting-edge BILT by Agassi & Reyes gym equipment range. The equipment range is designed by Agassi and his long-term fitness guru Gil Reyes, who trained the eight-time Grand Slam winner throughout his illustrious career. Brief Henman Communications were asked to launch the equipment range to the national sport and health and fitness media and bloggers at David Lloyd Leisure s state-of-the-art Chigwell club in February 2015, and in the process deliver widespread media exposure. What we delivered Regular distribution of press releases, selling-in and follow up with nationals and local media Media management of TV and print media interviews with Andre Agassi Over 200 articles in the national media including all daily and weekend UK national media. Press coverage included: The Sun, The Guardian, Daily Telegraph, GQ magazine, Sky Sports News, BBC Sport Content Generation: HD video showreeel for davidlloyd.co.uk, vine video clips for Twitter, high res photos to support media output and social media channels Management of Agassi and David Lloyd Leisure s All Star Juniors events, including coaching master-class, Q & A, and autograph session Twitter takeover #AgassiBILT Advice on event branding, operational issues, sound & lighting Measurement, evaluation reports and press cuttings book Testimonial We have been very impressed by the results which have created brand awareness for David Lloyd Leisure across the UK through the sport and lifestyle national and regional media. The media coverage has included: national and regional TV and radio, features in the national and regional newspapers, magazines, online and blogs. David Lloyd Leisure s social media communities have grown as a result of the PR activity. Henman Communications have been a pleasure to work with. Anna-Marie Muldowney, PR Manager for David Lloyd Leisure henman communications 20

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22 Text & Win to Meet the Champion Overview The ATP World Tour Finals is an annual tournament held at London s O2 Arena. It is the season-ending tournament for the ATP World Tour, whereby the world s top eight singles players and doubles teams in the world face off. Brief Henman Communications was tasked with providing the ATP with a cost-effective solution to gather addresses at the eight-day tournament in The ATP therefore wanted to both find out who was attending the event and have a mechanism in place that provided sufficient data-capture for future marketing activities with a great ROI. Thus, an SMS promotion was designed to build a highly qualified database of UK and London based tennis fans, capturing mobile numbers and addresses for future marketing campaigns. As an incentive, the ATP had the opportunity of offering priority tickets for the 2010 tournament as well as an experiential marketing platform and additional brand exposure opportunity for tournament sponsors Barclays and South African Airways. What we delivered SMS campaign management and evaluation during the event 10,000 registrants (five per cent audience hit rate) Data download to excel format and daily client data report Advice and consultancy on event marketing strategy, collateral and activation Testimonial We were very happy to achieve a 5% hit rate by taking advantage of a captive and record breaking audience at the Barclays ATP World Tour Finals this past November. With more than 10,000 registrants received via SMS during the week, we now have a highly qualified list of tennis fans and ticket buyers ripe for remarketing through mobile and . Henman Communications enabled the ATP to focus on marketing and driving registrations by ensuring the technical integration and data delivery for the SMS campaign was seamless. John Phillips, SVP for ATP Digital Marketing henman communications 22

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24 REBOwall Hackney Launch Overview Hitting a tennis ball against a wall remains the simplest, yet most common ways budding stars can refine their skills. REBO wall is the sole global manufacturer of a freestanding, angle-faced specialist tennis practice wall. The unique angled-face creates a realistic flight to the ball, creating better swing timing and a more natural feeling stroke. Brief Leading UK sport group David Lloyd Leisure teamed up with REBO wall to launched a pre-wimbledon grassroots, national tennis schools road show as part of a summer drive to encourage everyone to pick up a racket and get playing. The road show involved Andy Murray s former coach, Mark Petchey, visiting local schools in Birmingham, Manchester and Glasgow to hold pop-up tennis coaching clinics for hundreds of primary school children, culminating in a final clinic in Central London. Henman Communications were tasked with creating awareness around both the product (REBO wall) and the road show events. Testimonial REBO contracted Henman Communications to help launch the REBO wall in the UK. The company s attention to detail, professionalism and ability to work to a budget was very impressive. Communication channels are open 24 hours, seven day a week which enabled us to react quickly and thereby create highly innovative promotional events that got REBO noticed. Henman Communications are creative in their approach to PR, which of course suited REBO s brand philosophy and character. I wouldn t hesitate to use Henman Communications again or to recommend them as an agency, as I am confident they will always deliver an impeccable and faultless PR service. Adrian Hutchins, Founder & CEO REBOWall What we delivered Audience reach 5.41 million, PR value 53,290, AVE value 17,760 PR activation leading up to the event including inviting key local London and national tennis media, press release distribution and national media sell-ins Ambassador liaison with Mark Petchey On-the-day management: one-on-one media interviews, photo-shoots, video content, social media engagement henman communications 24

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26 SMS mobile marketing Overview The LTA is the national governing body for tennis throughout the UK. The LTA are also the tournament rights-holder for the AEGON Championships at The Queen s Club, the AEGON Classic in Birmingham and AEGON International in Eastbourne. Brief The LTA enlisted Henman Communications to market and build British Tennis membership during the above three tournaments. To do this, an SMS competition was set up to acquire mobile numbers for future marketing. The initiative s incentive for entrants was the chance to win tickets Barclays ATP Masters Finals 2010 at the O2 Arena. This competition not only marketed tennis memberships but also generated brand exposure for lead partner AEGON. What we delivered SMS campaign with code word: TENNIS A platform to receive inbound messages and collate them into a community Management and integration with UK Tier 1 aggregator Data download to excel format and daily client data report Advice on: marketing strategy, T s and C s, print collateral and onsite activation Measurement, evaluation and KPI s henman communications 26

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28 PR and national profile raising Overview Based at Dukes Meadows, in Chiswick in West London, FC** Tennis is a High Performance centre, formed in partnership with the Lawn Tennis Association (LTA) in The elite junior academy provides an integrated programme of educational and sporting development, led by James Lenton, a former top ten British senior before his retirement aged 21. Brief Henman Communications was retained by Dukes Meadows at the start of 2013 to handle their PR and raise their profile in the local and national media. What we delivered PR strategy & planning Press release drafting and distribution Profiles, key messaging and quotes Liaison with key coaches, players (parents), DM staff and ambassadors Social media strategy and planning Media outreach and positioning Dukes Meadows in the media Selling-in news to target media Building relations with key media Competitions on social media Guide to blogging, video blogs filmed and edited Media monitoring & AVE reports Client reporting Press Cuttings book Testimonial We are delighted to be working with the team at Henman Communications to help us build our profile in the local community and national sports media. At Dukes Meadows we have some of the best expertise in the country and Henman Communications unrivaled work within tennis, having worked for the ATP and LTA means their support and knowledge is invaluable to helping us raise awareness. Mark Swain, General Manager Dukes Meadows henman communications 28

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30 Services INCENTIVE AFFILIATE MARKETING BRAND AMBASSADORS SPONSORED CONTENT NATIVE ADVERTISING SEO OPTIMISED CONTENT SHAREABLE CONTENT BRAND AUDIT GOOGLE ANALYTICS KEYWORD ANALYSIS CROSS LINKING PAID MEDIA SOCIAL MEDIA ADVERTS SPONSORED TWEETS TWITTER CARDS FAN ACQUISITION LEAD GENERATION NEWSWIRES CONTENT PAID MEDIA CREATE FROM EXPERTS TESTIMONIALS EMPLOYEE & CUSTOMERS STORIES USER-GENERATED CONTENT REVIEWS & EDITORIAL WEBINARS, VIDEOS, PODCASTS & BLOGS COMPETITIONS PUBLICITY MEDIA RELATIONS BLOGGER RELATIONS INVESTOR RELATIONS INFLUENCER RELATIONS EXPERIENTIAL CAMPAIGNS EARNED MEDIA OWNED MEDIA SHARED MEDIA FACEBOOK TWITTER LINKEDIN YOU TUBE PINTEREST INSTAGRAM VINE GOOGLE+ DIGITAL MARKETING ADWORDS RE-MARKETING WEB BANNERS E-NEWSLETTERS WEBSITE DESIGN & BUILD APPS INFLUENCER ENGAGEMENT RESPONSE TO DETRACTORS DETRACTORS TURNED TO LOYALISTS LOYALISTS TURNED TO ADVOCATES PARTNERSHIPS CHARITY TIE-INS COMMUNITY SERVICE CO-BRANDING CORPORATE & SOCIAL RESPONSIBILITY (CSR) SOCIAL MEDIA henman communications 30

31 Henman Communications Ltd, 17 Heathmans Road, London, SW6 4TJ, UK T: E: This document and the concepts within it are the property of Henman Communications Limited. Copyright is reserved by them. It is issued on the condition that the document is not copied, reproduced, retained or disclosed to any unauthorized person, either wholly or in part, without the written consent of Henman Communications Limited. While the information is believed to be accurate, any and all liability for representations, express or implied, contained in or omitted from, this document or for any other written or oral communications transmitted to any interested party in the course of evaluation of the proposal outlined herein is expressly excluded. The recipient, in consideration for receiving this document, hereby agrees to keep permanently confidential all information contained herein or otherwise provided in the course of negotiations or discussions. This undertaking shall not apply to information already known by the recipient prior to disclosure or to information in the public domain at the time of disclosure or information that enters the public domain after disclosure for any reason not attributable to the recipient. All Rights Reserved Registered Company No VAT Reg No: Copyright Henman Communications Limited 2016 henmancom.com henman communications 31

32 connecting brands with their audiences