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The Brief

KRPR were asked to devise and implement a high impact campaign to launch a collective energy switching scheme for the councils across Lancashire. The Lancashire campaign, ‘People Power’, was part of a national auction with each county responsible for its own PR and marketing campaign.

The campaign was launched to address the statistic that 1 in 5 people in Lancashire are ‘fuel poor’.

The initiative was to run a collective energy switching scheme to enable households across Lancashire to easily engage with the gas and electricity markets and get the best deal on their energy bills.

With a ‘council-backed’ switching scheme, the objective was to access householders to give them the confidence and support to switch. By working in communities across the county, there would be a larger group to take to auction, offering an attractive proposal to the utility providers to bid for the business.

The Work

The campaign launched with a Rock FM multi-media campaign that incorporated a four-week advertising schedule across Lancashire Bauer radio stations. An on the ground ‘Power Ranger’ campaign was launched for the breakfast show using Rock FM’s Luke Marsden to target key businesses and high footfall areas across the region, and a five-day campaign using the Rock FM bus, strategically placed in key areas, was launched to engage directly with communities.

Throughout the campaign we delivered strategic media relations to each district throughout Lancashire, incorporating launch and ongoing rolling news releases, working with money saving expert Gemma Johnson, MP’s, council leaders and Mayors to add authority. We worked closely with BBC Radio Lancashire, with interviews and road shows highlighted on a number of BBC Radio Lancashire programmes.

Creative PR elements included working with Team GB Gold medal-winning cyclist, Steven Burke, who cycled to power a lightbulb on an energy bike providing numerous press and broadcast opportunities across the region.

We worked with local schools with a fun competition to ‘create an energy mascot’ to encourage children to participate. Leaflets were distributed in book bags to get the key messages to the parents.

We planned and bought advertising across the campaign incorporating print, outdoor and broadcast.

The entire campaign was supported with Twitter and Facebook activity.

The Results

12,094

registrations, the second highest pre-auction registrations from 37 regions.

£1m+

was the potential saving across Lancashire households, averaging £111.

40%

saving made by some residents on their current bill.

The inaugural ‘People Power’ community relations campaign produced remarkable results. This regional campaign was considered one of the most successful of all the national campaigns run to date.

During the course of the intense two month campaign 161 press cuttings were generated reaching an audience of 3,735,153.

The client said the PR management and execution was pivotal to the campaign’s success and would be the lynchpin for future campaigns.

This campaign won silver in the CIPR PRide awards for best public sector campaign and scooped gold at the Golden Hedgehog awards for Best Community Engagement campaign.

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What our clients say

“The KRPR team has taken the time to thoroughly get to know the business and the services we offer to our clients. They have encouraged us to really promote the business in the right way and to the right audience. All of the team are professional, friendly and most importantly outstanding at what they do and I would not hesitate to recommend them.”

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Sarah Southworth, Owner of Specialised Cleaning Services


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    KRPR
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    Company number 06801933 (England and Wales)
    Registered Office: Vantage House, East Terrace Business Park, Euxton Lane, Lancashire, PR7 6TB. VAT No. 947 1056 20.

         01257 262 498     hello@kr-pr.co.uk

    Find out more about KRPR

    KRPR provide a range of PR services across the UK including consumer PR and B2B PR. With offices in the North West, KRPR’s experienced PR team provides a broad range of PR services across a variety of sectors. By working closely with each and every client, we create and deliver PR plans and campaigns that deliver great results.

    At KRPR we provide PR services across consumer and B2B PR, including content marketing, copywriting, creative campaigns, crisis PR, internal communications, event management, promotions, media relations, product launches, social media and strategy development. Overall we aim to evaluate all PR activity to ensure we are hitting all of the KPI’s agreed upon with the client.

    We have an enviable client list, with national and regional brands, as well as businesses from both the consumer and B2B sectors. Our clients include well known brands Pork Farms, Wall’s Pastry, Gorilla Glue, O’Keeffe’s Company UK and Bolton Whites Hotel, which is situated within the Macron Stadium, home to Bolton Wanderers Football Club. To date we have won all of our clients through word of mouth and referrals from other satisfied clients and partner agencies. From day one we have embodied the philosophy that you can only provide truly excellent PR services if you get under the skin of the clients brand or business. No matter what a business is, from a specialist cleaning business through to a sausage roll manufacturer, we take the time to really understand every aspect of that business. Whether that means spending a day shadowing a specialised cleaning team or meeting all of the staff at a pork pie factory, we go the extra mile to ensure that our PR campaigns are always fresh and always deliver.

    Further testimony to the high quality of PR services we provide comes from the awards we have won. These include the CIPR PRide awards where we were finalists and winners in 2013, winners of the best PR and marketing agency 2013 at the Lancashire Business Awards and winners of a Golden Hedgehog award at the PR Moment Awards in 2014. KRPR is one of the only Lancashire PR agencies to win awards from these prestigious North West awards ceremonies held in Manchester.

    The PR industry is ever-changing. Each year there are new techniques and new disciplines that must be discovered to keep on top of any developments in the industry. Our way of combatting this is to attend the latest workshops and seminars that will keep us firmly at the forefront of all advances, and keep all clients fully informed of any new services or advice we can offer. Our finger is on the pulse and we invest in all the latest PR systems and technology available to be able to deliver stand out campaigns and media relations across local, county, trade and national press as well as the broadcast landscape.

    We work nationally and even internationally with media contacts. Our valued clients are from all areas of the UK in Lancashire, Cumbria, Manchester, Cheshire, Lincolnshire, Yorkshire, London and nearly every other county in the UK. We also work nationally with many public sector organisations on various media relations, creative PR campaigns and high impact, community engagement campaigns.

    Currently at KRPR we work with a number of clients from a variety of locations across the UK, including Chorley, Preston, Nottingham, Grantham, Spalding, Burnley, Lancaster, London, Bristol and Bolton. The sectors our experience covers include healthcare, fashion and jewellery, travel and tourism, FMCG, hospitality, food and drink, leisure, retail, public sector, digital, baby and toddler, financial services, SME and entrepreneur, property and construction, manufacturing, professional services, IT and telecommunications, education, sport & leisure and DIY. All members of the KRPR team follow detailed personal development plans to ensure everyone is adapting and growing as the industry evolves.

    Additionally, as a PR agency we ensure that all members of the team are client facing, as we believe that by working in this way the entire team gains an in-depth understanding of a client’s business. By working in this way, clients build relationships with each and every member of the team regardless of seniority. Every member of the team has a part to play in the running of the accounts and as valued team members they are all involved in all aspects of KRPR life.

    To achieve a high standard of results for all of our clients we follow a number of steps. Upon appointment we undertake an in-depth and detailed research program to understand and collect all information on the client, including their history, aims and aspirations. Following this, we develop a 12 month PR plan, broken down into more detailed quarterly targets. As a minimum we meet with clients quarterly to provide detailed PR reviews and together plan the next three months of activity. We provide ongoing regular communication with the client throughout the quarter but believe that by having regular reviews and forward planning meetings both the KRPR team and the client develop a relationship that helps with the delivery of outstanding PR campaigns.