OCW PR Campaign
Oct 2012- Dec 2013 Oct-Dec 2012 – Talking Turkey
Coverage achieved Oct – Dec: 13 pieces
PR Opportunities: True Taste organic winners Home Grown feed initiatives Treasure our Turkeys campaign
Christmas Campaign: Treasure our Turkeys Facebook fans gained: 261 Facebook advertising spend: £1,000 Klout score: 45
Content: Delivering the ‘Why’ with an informative info-graphic receiving over 314 views. Recipes and competition on Facebook
Event attendance – Winter Fair 2 & 3 December We received good engagement with the public and showcased Organic winners of True Taste Awards in two hampers, as part of a prize draw.
The activity in this quarter provided a great example of an integrated campaign, across traditional and digital media.
2013 aims and priorities
Following on from the Christmas campaign aims and objectives for 2013 were developed:
• Equal focus on all food sectors • Deliver the ‘why’ message • Encourage more engagement on the Facebook page • Continue momentum to increase coverage • Gain more broadcast coverage • Increase followers on Facebook • Increase Twitter status
PR activity: January- June 2013
PR Activity Overview In the beginning of 2013, the PR campaign worked to continue to build momentum and engage our audience through reactive and proactive PR activities, whilst the next phase of the campaign was developed.
Throughout January-June 2013 both earned and paid for coverage was secured through well-timed editorial pieces combined with media partnerships.
Coverage achieved Jan-Jun: 31 pieces Broadcast coverage: 4 radio interviews
Coverage highlights: The Burger gate opinion piece featured in the Western Mail; a first for the Centre, positioning OCW as an expert in the field.
Young people buy into Organic Dream The Soil Association market Report presented a significant PR opportunity and gained several pieces of earned coverage, through Discussing the Welsh angle.
Press releases • Burger gate • New study suggests organic tomatoes are healthier • Survival guide for CSA groups • Report reveals areas of growth and challenges in organic sales • Wales Jamie generation fuels growth in sustainable food sales • South Wales farm to host organic open day • Adroddiadau’n datgelu meysydd twf a heriau mewn gwerthiant organig Fresh creative and QR Codes: Jan- Jun 2013
The public literature on organic food was revisited at the beginning of 2013 and artwork combining both elements (sheep and leek) of the OND campaign were incorporated.
To coincide with the refreshed creative on our public literature we integrated QR (Quick Response) codes to direct consumers to our Facebook Page. These codes were trackable to monitor the effectiveness of this method of digital communication.
Through Pear Communications over 3,000 of the new leaflets were distributed in North Wales to over 100 hotels, deli’s and other retails outlets. During June all 3,000 leaflets were ‘picked up’ by customers to these outlets and moving forward there is a possibility to replicate the campaign on a pan Wales scale.
QR codes on advertising QR codes were also integrated onto advertising in this period in order to direct people to our Facebook page.
Disappointingly over a six month period our QR codes only received 45 scans in total.
Based on this if we were to continue with QR Codes it is felt they would benefit from an incentive for people to scan the code, e.g. a promotion or exclusive content to improve the performance of these codes.
Media packages and advertising: Jan- Jun 2013
Media Wales Go Green
• Quarterly guaranteed editorial pieces in the Western Mail (24 April, 17 July) and South Wales Echo (7 May, 20 August) • Advertisements in all four issues • 100,000 impressions online per month (Jul & Sep)
Golwg 360
• 3 x 4 weeks Banner and MPU’s online (Jul & Sep) • Half page advertising in Golwg Magazine • Guaranteed editorial online and in the magazine
Medley fo go green articles here Highlights Jan- June - #AgrichatUK April 2013
“Decertification - Has Organic Ag Lost Its Appeal?
Working with the organisers of the online Twitter forum AgrichatUK, OCW arranged a timely chat focussing on comments at the time in the press regarding the appeal of organic farming. Recruiting the Soil Association, the 2010 Farmer of the Year Jon Birchall and many organic producers for the discussion, it was a great success!
• 2nd biggest chat ever for the forum • 162 Twitter users involved • Over 1,000 tweets • 20 new followers to the OCW Twitter account
It was successful in raising our profile amongst the Twitter community and resulted in more interaction on the platform between us and larger organisations, such as the Soil Association.
#1 topic trended on Twitter during the chat on 18/4/2013 Highlights Jan- June - Spring festival May 2013
Gerald Miles of local organic CSA group COCA, was filmed for S4C’s coverage of the event.
Spring Festival 18 &19 May 2013
OCW hosted it’s first ever Talk Shop in the Green Horizons area of the event, showcasing over 10 organic producers, products and CSA groups. Over the weekend over 200 visitors attended to listen to one of our 14 speakers.
This provided an excellent platform for many producers, retailers and community groups, who do not often have access to this level of space at events.
Campaign overview: July- Dec 2013
Building on the data gathered through our Beaufort consumer attitude surveys, the Organic Champions campaign was developed during spring 2013, to deliver the ‘why’ message. With several, often complex messages involved in organic food and farming, the key messages chosen were those that the research indicated resonated the most with consumers.
By recruiting five ambassadors, representing the major food sectors, the campaign sought to convey the facts of organic through their ‘real life stories’ of producing organic food. The Organic Champions campaign launched on the 15th July. Champions tab Champions leaflet Case studies and photos of all Champions were collected and new creative was developed that provided ongoing artwork for the campaign across varying media, such as:
• Champions literature • Banners for events • Print and outdoor advertising • Online advertising banners • Social Media content • Recipe cards • Champions Facebook app (featuring case studies) • New Facebook app – Get Involved • New Facebook app – Track Jack Map
PR activity: July- Dec 2013 Text here PR Activity Overview The Champions and the relevant key messages of organics, formed the basis of our proactive press activity through July – December 2013.
By providing a range of spokespeople to deliver the message and provide a real life perspective, the Champions campaign proved effective in capturing the media’s imagination.
Throughout this period both earned and paid for coverage was secured through well-timed editorial pieces and media partnerships. In addition several pieces of broadcast coverage were achieved.
Coverage achieved Jul-Dec: 77 pieces Broadcast coverage: 8 pieces (6 Radio, 2 TV) Press releases • Campaign unveils organic Champions (National) Coverage highlights: • Local farmers unveiled as organic champions(Regional) ‘Campaign unveil Organic Champions’ this editorial gained several • Local poultry farmer unveiled as organic champion • Local horticulturalist unveiled as organic champion national, regional and broadcast pieces of coverage. The Highlight • Award winning chef unveiled as organic champion of which took place with Jason Mohammad LIVE at the RWAS. • Meet our organic champions – Diary marker RWAS • Study links UK deaths to over use of antibiotics in ITV news visits our Organic Horticulture Champion Sophie chicken farming On the 2nd September ITV news visited our Horticulture Champion • Filming/interview opportunities diary marker for Sophie to discuss organic food and veg box schemes. Although Organic September price issues did come up, Sophie included the key environmental • Conwy feast diary marker benefits and this was a great example of using a spokesperson to • Organic food sheds it's elitist tag but Welsh Shoppers convey the facts from a genuine position of expertise. still need convincing on value for money • Sustainable food at Aberystwyth University
Medley of champs coverage and highlights
Media packages and advertising: Jul- Dec 2013
Welsh Coastal Life Dec 2013 Media Wales – Go Green: • G uaranteed editorial pieces in the Western Mail (17 July) and South Wales Echo (20 August) • Advertisements in these issues • 100,000 impressions online per month (Jul & Sep)
Welsh Coastal Life magazine: • Guaranteed editorial pieces in the October and December issue • Half page advertisements in Oct and Dec issue
Welsh Country Magazine: • Online banner adverts Oct- Jan 2014 • Guaranteed online editorial pieces • Recipe for January issue
Big Issue: • Three advertisements during November and December – guaranteed inside front and back cover
Online advertising Golwg 360 Performance: Online advertising Wales Online performance: MPU – 88,539 impressions and 52 clicks Banner – 78,009 impressions and 19 clicks TBC
These clicks referred users of Golwg 360 to our Facebook page
Social media: Jul- Dec 2013
Facebook advertising: We had two rounds of Facebook advertising in the summer months focused around the RWAS and the Abergavenny Food Festival. These featured key messages and artwork from the champions campaign.
Comparisons to Christmas campaign: July:
Advert spend: £1,000 Facebook advertising: New likes: 660 Advert spend :£1,000 Best performing advert (CPL)£0.51 (save the bees) New likes: 261
Best performing advert (CPL): £2.47 September (TOT sponsored story) Advert spend: £932
New likes: 658 314 views of the turkey tab Best performing advert (CPL) £0.77 (save the bees)
685 views of the champions tab Jul-September Twitter Social media benchmarks:
Organisation Facebook likes Twitter Followers Klout
Organic Centre Wales 2,075 892 55
Soil Association 17,687 54,280 82
HCC 257 580 Our Klout score Horticulture Wales 60 554 46 increased to 59 during this period Royal Welsh Show 5,180 4,986 51 of the campaign. Events Highlights – RWAS July 2013
The Royal Welsh Show is the big event in the Welsh calendar and during 2013 OCW had a very strong presence, both in the CCA area and the New Additionally at the showground we ran butter churning and apple Food and Drink venue. pressing to successfully engage the younger audience. OCW’s indoor and outdoor activities had the largest audience numbers of The Champions campaign took centre stage in the food and drink hall, with all organisations involved in the Food and Drink hall. each day of the show themed around one of our four main food sectors, featuring involvement from all five champions. We secured cooking The show proved a success in terms of coverage and we gained a demonstrations every day with Roger our Organic Champion Chef, the days lengthy interview on the showground on BBC Radio Wales, on the were themed as followed: Jason Mohammed Show. The interview featured Neil and our organic champion Sophie discussing the new campaign and • Monday 22 July Horticulture – Sophie attended – recipe cards provided discussion reflected very positively on organics. • Tuesday 23 July Lamb – Jack attended – recipe cards provided • Wednesday 24 July Dairy – Charlie attended – recipe cards provided Additionally we featured in S4C’s coverage of the show with Jane • Thursday 25 July Poultry – Gareth attended – recipe cards provided from OCW speaking at length about our work with the organic wool market. Despite space limitations which were out of our control, all demo’s were well attended and the champions engaged the audience with anecdotes of their production methods and reasons to choose organic. 241,781 visitors to the 2013 show
Events Highlights – Abergavenny Food Festival Sep 2013
OCW sponsored the Food Academy at the 2013 Abergavenny Food Festival. Relocated to a central location this offered a real opportunity to connect with the public and engage children and parents alike at this lively show.
Sponsorship cost: £5,000
Included in package: • Inclusion in the pre festival programme (Circulation 40,000) • Inclusion and advert in the festival Guide (print run 20K) • Branding and editorial on the AFF blog and website • Inclusion in e newsletter (Distributed to 15,000) • OCW branding on organic stands at the show • Joint collaborative PR pieces • Organic master-class with our champion ambassador • Organic recipe book • Sponsorship of cook it, grow it, eat it schools competition
Evaluation: • 30,000 visitors to the show - • 15,000 through the castle where OCW were based • 320 children participated, • 1,000 parents present over the weekend • 5 pieces of coverage earned
C ardiff Country Fair:
• Through Pear Media 1,000 OCW Organic Naturally Different leaflets were distributed to visitors at the entrance.
Cardiff Outdoor advertising: food that doesn’t cost the Earth
Recognising that Cardiff benefits from the highest population in Wales, this advertising campaign aimed to raise awareness of the OCW campaign in Cardiff.
Campaign spend: £5,000
Placement: 15 bus rears on routes in the centre of Cardiff 5 x 4 sheets in Cardiff Central Rail Station 18 x 6 sheet posters across central bus locations in Cardiff
OTS (Opportunities to see) for buses: • Cardiff population 262,542 • Reach: 204,184 • Coverage: 77% • OTS: 1,072,940
Train: Station annual footfall 6,093,378
Blog
Over the last 12 months the blog has continued to grow in readership. It is a useful tool in providing a more open space to discuss subjects relevant to the organic sector in Wales.
January– June 2013 blog visits: 362 July – December 2013 blog visits: 1,129
Traffic in Jul-Dec 2013 has been arriving at our blog in the following ways:
Referral 394 Direct 283 Social 283 Organic search 80 Other 89
381 of the visits between Jul – Dec have been referred via the OCW website, which indicates that our website users are also now viewing our blog posts, as well as our Facebook and Twitter followers.
Results summary
Delivering the Increase Broadcast Facebook Twitter coverage coverage ‘why’
• 2013 - 8 • 1,367 new likes • 5 Organic • 2013 - 77 • Klout pieces of Champions press cuttings score broadcast 900% increase in recruited • steady coverage engagement* • 2012 - 31 at 55 including Over 30 activities press cuttings • 2 TV items Increased fan with champions • • 583 new comments and delivering the • 59% increase followers 2012 - 4 shares why message. in coverage • pieces achieved • Facebook • 5 ‘Facts’ info advertising cost graphics • Favourable per like journalist significantly • 21 pieces of comment. reduced to under press coverage a £1 linked to the champions (*at height of activity in summer) 300 talking about this in RWS week • Over 600 views of the Facebook champions tab
Results summary 2012-2013 - Social Media
2500 1000 Twitter Followers 2000 800 1500 600 1000 400 500 200 0 0 July 11 - Sep 12 Oct12-Jan14 Jul-13 Jul-12 Jan-13 Sep-13 Sep-12 Nov-13 Nov-12 Mar-13 May-13 < Jun 12 < Jun
Over the whole campaign and particularly in 2013 there has been a steady This same upward trend can be seen in the OCW Twitter increase in Facebook likes to the OCW page. Starting at 79 and rising to 2,075. account too, which has risen month by month throughout the campaign. Results summary 2012-2013 – Press and broadcast coverage
Month by Month Press and Broadcast Coverage Year on Year Press and Broadcast Coverage
There has been a 59% increase in press coverage in 2013 There has been a 59% increase in press coverage in 2013 compared to 2012, with a peak in activity surrounding the compared to 2012, with 77 cuttings and 8 pieces of Champions campaign and summer event activities. broadcast coverage, including 2 television pieces.
15 100 10 50 5
0 0 2012 2013 Press Cuttings Broadcast Coverage Broadcast Coverage Press Cuttings