clients

Client and background:
Greene King is one of the country’s leading pub companies and brewers, with thousands of pubs across the UK and leading ale brands such as Greene King IPA, Abbot Ale and Old Speckled Hen.

Challenge:
To provide a 24/7 proactive and reactive press office service covering various arms of the company, including corporate, its destination retail outlets such as Hungry Horse, its extensive local pub network and its Brewing and Brands division.

Solution:
We set up and managed a 24/7 press office using remote switchboard services and secure internet tools to ensure were never out of the office for our client. We also provided a daily summary of client, competitor and industry news.

Results:
Press enquiries were handled quickly by our team of former reporters and media professionals, - both in and out of hours - helping to maintain our client’s reputation. We also worked closely with our client’s financial PR and advertising agencies, ensuring joined up communications and maximising the impact of campaigns and corporate announcements

Client and background:
Dura Composites is a global supplier of high-strength, low-weight composite products suitable for a range of construction, industrial, transport, marine and leisure projects. Products include Dura Deck and Dura Tile.

Challenge:
To build brand awareness among key audiences, including contractors, developers and specifiers.

Solution:
Tribe is focusing on providing content that can be used in a variety of formats to distribute to key audiences through a range of appropriate channels, both online and offline.

News releases have been drafted and placed in key trade titles, either as pure editorial, or as part of long-term advertising deals brokered on behalf of the client.

‘How to’ videos have been produced to demonstrate the clear benefits of the client’s products, including their ease of use and sustainability credentials. These videos have been uploaded to a Dura Composites YouTube channel and we’ve driven views via Twitter and the company blog.

Results:
Coverage has appeared in UK and international trade titles including FC&A, Specification Magazine, Landscape and Amenity and Gulf Construction. There has been more than 3,600 views of the ‘how to’ videos, and we have secured product placement on a national garden make-over TV show.

Client and Background:
Enviroco is a leading UK waste management company specialising in the oil and gas sector.

Challenge:
Our client wants to strengthen its reputation in the oil and gas sector, particularly around its services for handling waste from decommissioned rigs, and its commitment to safety and the environment. Enviroco has many good stories and case studies to tell but limited in house resource to spread the word.

Solution:
Our aim is to create regular opportunities for Enviroco’s target audience to hear, read, see and learn more about the services it offers and how it has successfully worked with some of the world’s largest oil and gas companies.

We have developed a PR plan which plots company news stories such as employee qualifications, contract wins and new services, schedules opportunities to provide content and comment for planned editorial features in key industry titles, and identifies industry awards to enter .

We have researched a comprehensive list of publications and websites serving the oil, gas and waste sectors and quickly built relationships with the editors of the priority titles, offering story angles, case studies and comment.

Results:
Stories have featured in target industry media on a regular basis and we’re building a bank of case studies that can be used in media and on Enviroco’s website. We’ve also produced a video for online distribution and are building good relationships with the business journalists and MPs in Enviroco’s home counties of Norfolk and Aberdeen.

“Enviroco appointed Tribe as our PR partner as they were recommended by a number of companies in the area. Tribe provide us with professional advice on all matters PR, delivered as ever by a knowledgeable and friendly account team.We have benefited greatly from their guidance and support and would have no hesitation in recommending them to others.” John Coull, Commercial Director, Enviroco 

Background:
Break is a leading charity in the east of England undergoing a transition from the provision of holidays for vulnerable people to focus more specifically on supporting children and their families – ‘changing young lives’.

Challenge:
In the short term, the transition has meant closing one or two facilities while minimising the impact felt by staff and guests. In the long term, the charity is changing its business model and sources of income.

Solution:
Tribe created and helped to deliver a communications plan around the closure of a flagship holiday home. This involved researching and briefing key stakeholders. Looking further ahead, Tribe is delivering bespoke training programmes on crisis communications and social media while working with the executive team on marketing plans and business development.

Results:
The planned closure went smoothly and secured stakeholder support for the longer-term vision of Break. The charity is making use of our TribeTraining workshops to minimise external expenditure and develop internal capability, while making use of Tribe for added value PR projects.

Chris Hoddy, Break’s Chief Executive said: “Tribe has been very helpful working behind the scenes to advise us and develop our own PR skills. They quickly grasped the issues and helped us to see the bigger picture as well as dealing with the here and now with deftness.”

Client and Background:
Pure Resourcing Solutions is a professional recruitment consultancy in East Anglia, with offices in Cambridge, Norwich, Ipswich and Chelmsford. It specialises in Accountancy, Financial Services, Marketing, Office and Human Resources recruitment solutions at all levels.

Challenge:
To position Pure Resourcing Solutions as the leading recruitment experts in the region, the partner of choice for employers and job seekers within each specialist area and to raise awareness and participation in its Best Employers Eastern Region campaign.

Solution:
To deliver expert media relations activity across local, regional and trade media by building relationships with target media, identifying newsworthy stories from within the company, generating ideas for potential survey angles to provide regional statistics, securing profile slots and opportunities to provide expert comment.

Results:
Regular media coverage has been achieved in key titles throughout Pure’s four counties, positioning the company as a leading recruitment agency and reaching both employers and jobseekers. Tribe successfully generated 15 pieces of coverage to announce the launch of the inaugural Best Employers Eastern Region 2012 campaign; while a further 25 articles were secured to maintain awareness before the awards were announced.

"Tribe has always provided us with a flexible, professional service. They are quick to respond to opportunities with a solid strategy and timely advice. The team is very approachable and has a wealth of experience that has proved so valuable to us in our objective of gaining a high profile for Pure.” Anna Hill, Marketing Manager, Pure Resourcing Solutions

Client and background:
Blue Sky Leisure (BSL) is a successful family business which runs Kelling Heath Holiday Park and Woodhill Holiday Park in north Norfolk, as well as Zaks Fine American Restaurants in Norwich.

Challenge:
Raise awareness of what’s on offer at each destination, increase visitor numbers, highlight the environmental credentials of Kelling Heath and promote it as a ‘green’ holiday destination. We were also tasked with aiding BSL’s CSR programme by facilitating the selection of a charity partner.

Solution:
We have emphasised the green credentials of the holiday parks through press trips and features, as well as picture stories highlighting the family-friendly nature of eco-based activities on park. Media relations work to promote Zaks has tapped into the region’s thriving vintage scene, while Tribe account director Mark Sowersby has used his Third Sector experience to help broker a strategic partnership with local children’s charity EACH.

Results:
Press trips for local and national newspapers have resulted in significant spikes in holiday bookings. A retro American car run from Zaks to Kelling Heath raised vital funds for EACH and secured great local press coverage. We’ve also helped promote the work Kelling does to protect endangered species by achieving more than 60 pieces of national and local coverage. 

Client and background:
Greene King brews some of the best-known and best-loved beers in the UK, including Greene King IPA, Abbot Ale and Old Speckled Hen.

Challenge:
To ensure Greene King has an appropriate share of voice in relevant trade media, and to generate a buzz about the company’s beer brands among consumers.

Solution:
We build our client’s reputation as a trusted industry expert by providing regular news releases as well as comment, opinion and insight into trade feature articles. We also create integrated on and off-line consumer campaigns to support product launches and build credentials as a heritage brewer of quality products.
Results
News and feature content appears regularly in key trade tiles including the Publican’s Morning Advertiser and Off Licence News.

Creative photo stories have proved successful, with one about the discovery of some bottles of 80-year-old ale gaining national coverage in the Daily Mirror, The Metro and the Daily Mail online, as well as a two-minute feature on Anglia News.

A media relations campaign to highlight the heritage credentials of the Old Speckled Hen brand and its association with MG achieved extensive coverage in motoring magazines in the UK and USA.

Background:
Jeyes is a private UK based FMCG company focused on household cleaning. Based in the east of England and operating in 60 countries worldwide, Jeyes offers consumers a specialist range of products and solutions for cleaning and freshening the home and garden.

Challenge:
To ensure the company secures ongoing positive corporate and product coverage to position it as a growing and innovative business, while providing a robust press office function to manage issues and protect reputation.

Solution:
Tribe provides ongoing corporate communications advice, consumer PR campaigns and crisis communications consultancy for the Jeyes group globally, working with regional, trade, consumer and online media.

Results:
Corporate projects including disposals and acquisitions, profiling the senior team, crisis management, publicising Toilet City and the occasional Purple Poodle has ensured Jeyes has appeared regularly in the regional business media and that the trade are kept informed of corporate issues and the latest innovations.
Consumer PR for specific Jeyes brands have achieved mentions with the Chris Evans breakfast show on BBC Radio 2, Love It! magazine and Mumsnet - the UK’s busiest social network for parents. While a campaign for Bloo saw a partnership forged with YouTube star and beauty expert Lauren Luke.

“We have a very close working relationship with Tribe and value their advice and support. PR has come to mean more to us since we started working with Patrick and his team.”
Nicholas Goodwin, Finance Director, Jeyes Group

 

Client and background:
WREN is a not for profit business which distributes funds generated from the Landfill Communities Fund to community projects within 10 miles of a landfill site. It is the UK’s largest distributive environmental body and has given away more than £150m to more than 6,000 projects.

Challenge:
WREN wanted to boost its national profile, create grater clarity about what it does, to influence politicians and the wider waste industry, and to drive applications from projects.

Solution:
Tribe has worked with WREN and the projects it funds since 2009 to generate media coverage and to encourage applications in priority areas. A PR guide was created to enable grant managers to tell their local media about how WREN’s money is making a real difference in their area.We have helped build relationships within MPs and ministers by producing briefing papers and facilitating meetings with key political figures.
Celebrity endorsement has also attracted a buzz around WREN’s work, driving traffic to the website and boosting applications. Online video and social media activity have been successfully integrated with traditional media relations campaigns to good effect. We have also helped produce content for more traditional communications methods including e-newsletters, project brochures and annual reports.

Results:
We have generated coverage in the Daily Telegraph, Daily Express, AOL News, Virgin News, Press Association, Guardian Environment, Third Sector, letsrecycle.com and Recycling & Waste World amongst other national titles. Regional media coverage spans England and Scotland.
Nine videos have been created featuring interviews with BBC child star Daniel Roche, renowned conservationist Baroness Young, Ed Vaizey MP, David Mowat MP and Andrew Percy MP and WREN representatives; to date they have attracted almost 14,000 views online.

“We needed an agency that could pinpoint our audiences and communicate our key messages on a national scale. Tribe has done just that. Hiring a PR firm on our Norfolk doorstep with the ability and know-how to generate national interest was a masterstroke. Not only do Tribe deliver excellent results but they challenge us by offering new, fresh and alternative ideas to get us in front of the audiences that really matter. They’re great people to work with who are very good at what they do."
Peter Cox, managing director, WREN .

Background: 
Windcrop is the largest installer of small-scale wind turbines in the UK. It has redefined the energy market by providing an accessible and easy way for landowners to generate their own on-site renewable energy at no cost.

Challenge: 
To explain and promote the benefits of Windcrop’s innovative business model; in order to increase customers and investors, and to dispel misconceptions about the environmental impact of small wind turbines.

Solution: 
We created a proactive PR plan to communicate the company’s key messages to its target audiences. Activity includes news releases, case studies, events, profiles, expert comment opportunities, e-newsletters, stakeholder management and award entries.

Results:
Regular news coverage and communication has helped support Windcrop’s growth from a small start up company in Norfolk to the UK’s largest installer of small-scale wind turbine. The company has featured in regional newspapers and national trade titles including Energy Engineering, Power Engineering and Energy Now. Relevant case studies have been placed in identified target media including Poultry International, Smallholder and Farmers Guardian.

“The team at Tribe are a pleasure to work with and have always provided us with excellent support. From reactive press releases through to creating customer case studies, they have been a real asset to us, providing great advice and increasing our profile within our industry.” - Katie Attfield, marketing assistant, Windcrop

Client and background:
Belgium based Bosal is the world’s largest privately-owned manufacturer of exhaust systems and components for the auto industry. It competes against global corporations to secure major Tier 1 supply contracts in the automotive and related industries

Challenge:
Our brief is to help Bosal ‘punch above its weight’ and emphasise its focus on delivering to customer needs and innovation.

Solution:
Tribe has delivered against a wide-ranging corporate and product PR brief for more than ten years, with retainer and project work covering global agency co-ordination, speech-writing, crisis communications, technology and auto industry media relations, media briefings, message development, media monitoring and text editing.

Results:
Bosal is now recognised as an innovator in emission control and exhaust system technology, with extensive coverage in key media in major markets.

“Tribe has always provided high quality and very responsive support in every aspect of the PR spectrum.”

Client and background:
Norfolk County Council is the local authority for Norfolk. It provides public services for people who live, work, do business or visit the county.

Challenge:
Norfolk has been the butt of comedians’ jokes for many years – but the fight back has started with World Class: Normal for Norfolk, a campaign to challenge misconceptions about the county by turning a derogatory phrase on its head.

Solution:
To get people talking about Norfolk by using social media, stunts and editorial coverage in consumer and trade media. People wearing What’s Normal? tee-shirts appeared on the fourth plinth in Trafalgar Square, and we have built on-line support using Twitter, Facebook, blogs and forums. Myths about Norfolk are busted in a light-hearted way by our online team and by entrants to our video competition. Features on world class Norfolk businesses are planned for trade and business media in the coming months.

Results:
The launch was covered by national media, including BBC Radio 4 and the Financial Times, and the debate around ‘Normal for Norfolk’ keeps the campaign and the county in the media. Social media activity increased in the first month of the campaign - and there is more to come!

"Tribe has worked with an advertising agency and brand consultant to develop a campaign and deliver PR to amplify the television, poster and online advertising elements of the campaign.  Tribe's ability to monitor social media and engage in online conversations quickly and with humour is a great asset".

Client and background:
Webroster Group is one of the UK’s leading software development firms. It specialises in online workforce management systems that help make businesses more effective, efficient and profitable.

Challenge:
To raise awareness of the benefits of the new Webroster.net V3 system among homecare providers. The launch coincided with company’s 10th birthday celebrations.

Solution:
We created a proactive PR plan with tailored messages to target homecare providers, local authorities, HR professionals and local businesses. Activity included news releases to key trade, local and sector-specific titles, feature pitches, client case studies and an online Q&A with MD Nigel Gittins. We also looked to underline Nigel’s credentials as an expert and thought leader in his field by searching out opportunities to contribute to opinion pieces.

Results:
The launch achieved online coverage in target titles Care Talk and Heath Equipment Supplies as well as good local coverage of the launch/anniversary in the Peterborough Telegraph. An opinion piece on issues affecting the homecare industry and a review of the product through one of the case studies provided are both in the pipeline.

Client and background:
Warings Furniture is the preferred supplier of interior and exterior furniture to the UK’s leading restaurant, bar, hotel and high-street groups including Travelodge, Pret a Manger, Jamie Oliver’s and JD Wetherspoons.

Challenge:
Having previously invested heavily in trade exhibitions, Warings appointed Tribe to build its profile within trade media through PR, showcasing its expertise and range of stylish products to potential clients including interior designers, architects, procurement managers and independent and group operators.

Soultion:
We created a proactive PR plan to communicate the company’s key messages to identified audiences. Activity includes editor briefings, podcasts, news releases, case studies, product profiles and feature opportunities. We also advise on e-newsletter content and help to manage Warings’ Twitter account, attracting industry followers.

Results:
Warings Furniture has been featured editorially in top trade titles such as Caterer & Hotelkeeper, Hospitality Interiors, Eat Out and Pub & Bar magazine, positioning the business as a leading supplier of high quality, stylish furniture.

Rachael Waring, Director of Warings Furniture said: “After lack lustre presentations from various high profile, London based PR agencies we decided to invite a local firm in and it was obvious that Tribe understood our objectives and shared our vision for the company’s PR. We have been successfully working with Tribe for two years with great success.”

Background:
FXhome is a fast-growing company based in Norwich with a global following for its upstart and world-beating video and stills effects software packages HitFilm 2 and Photokey 5.

Challenge:
FXhome competes with established heavyweights in the marketplace that have broad retail representation. It already has an enthusiastic, supportive and engaged user community so our challenge was to support the extension of the community by word of mouth through effective media relations.

Solution:
The target audiences are predominantly knowledgeable creative experts so it was important for Tribe to get up to speed quickly with the capabilities of the software packages and key messages. We have been building relationships with media in the UK and USA, developing links with key bloggers and recognised experts and encouraging trial and recommendation of the products. We have also written and submitted business award entries to extend corporate brand awareness.

Results:
Photokey 5 has been getting great reviews in leading industry media and achieving sales targets. Tribe is now working on the launch of a new version of HitFilm which will send tremors (real ones) through the traditional special effects industry.

Tom McLoughlin, Marketing Manager, FXhome said: “We’re keen on working with other companies based in our home city of Norwich. Tribe has shown it can more than compete with London agencies in building the reputation of FXhome and its products.”

Background:
Computer Service Centre is one of the largest IT support companies in East Anglia with a growing portfolio of clients from local SMEs to major companies in the energy sector.

Challenge:
Computer Service Centre wanted to raise its profile as a strategic business partner (maximising the usability and value of a company’s data), positioning it above any perceptions of IT support being simply ‘keeping PC’s going’.

Solution:
Tribe is delivering a programme of white papers, features and case studies in key local and regional business media in print and online to position Computer Service Centre as an expert in information technology and its applications.

This PR plan also serves to drive traffic to the client’s website which is being upgraded to include social media as well as an expanding library of opinion-leading pieces.

Results:
The client has already noticed an increase in brand awareness amongst clients and potential clients – a key goal of the PR programme.

Chris Cooper, Director, Computer Service Centre said: “We’re very particular about how our brand is presented. Tribe has worked hard to get the nuances right and is also adding value in coming up with strong ideas for features and opinion pieces, which they draft and place successfully.”

Client:
Imagine Spa, Blofield Heath, is a stunning day retreat located just outside Norwich. Part of the Imagine chain, and one of its Signature Collection spas, the Blofield Heath site is owned by Blue Sky Leisure.

Challenge:
Launching in October 2011, our client needed to raise awareness of this luxurious retreat tucked away in rural Norfolk. PR needed to communicate the spa opening and its offer to potential customers, create a buzz and positive word of mouth and build a loyal fan base, with the aim of driving bookings.

Solutions:
A launch event and photo call was staged with Anglia TV presenter, Becky Jago. Diary dates were issued to all local media, and followed up with launch images. A partnership with Heart FM radio station saw an e-newsletter competition distributed to listeners throughout Norfolk and Suffolk. Beauty bloggers, spa reviewers and influential tweeters were targeted to encourage positive word of mouth online. Post-launch, a PR calendar plans in regular activity, including Twitter competitions and arranging journalist reviews of new treatments and offers.

Results:
The launch party was a success with news of the opening appearing throughout the regional press. Reviews and mentions have since appeared in lifestyle and beauty media including Glamour, Cosmopolitan, Places & Faces and Norfolk on my Mind. The Heart FM competition attracted 660 entries, adding 250 new contacts to the spa’s customer database. Regular competitions on Twitter help to build an online fan base.

Michael Timewell, Director Blue Sky Leisure Group said: “The launch and PR activity since has really helped to put Imagine Spa, Blofield Heath on the map as a luxury spa destination for Norfolk. Reaching out to existing and potential customers through print and online media has helped to drive bookings and raise awareness of our brand.”

Background:
Colbond, based in Arnhem in the Netherlands, is a global leader in technical textiles for flooring, automotive, civil engineering, building and industrial applications.

Challenge:
Colbond’s corporate language is US English and often includes complex technical terms that are specific to its industry sectors. However, for the majority of its marketing staff, English is not their first language!

Solution:
Tribe contributes to and edits the majority of Colbond’s English texts for press releases, internal communications, website and brochures and for further translations, making use of staff members’ technology sector expertise. Tribe also provides creative input for marketing collateral, some of which is then designed by a Tribe sub-contractor.

Results:
Colbond’s communications in English are clear, concise and engaging, helping to position the company as a leading innovator, manufacturer and partner in technical textiles used around the world.

Hannah van der Valk, Manager of Communications, Colbond bv said: “We very much appreciate Tribe’s availability and fast turnaround on technical and corporate documents. It’s not easy to take English written by a foreigner and polish it but Tribe always delivers!”

Client and background:
Great Yarmouth and Waveney Mind is a charity supporting mental wellbeing and is the largest voluntary mental health organisation in the region. It is part of the national Mind network.

Challenge:
Mind opened a respite holiday home in Caister-on-Sea in Norfolk, offering carers looking after friends or relatives with a disability or mental health issue the opportunity to take a well-earned break - the first of its kind in the region.

Mind needed to raise awareness of the home regionally and nationally, highlight the benefits it could bring to carers and families, and generate bookings. Due to limited budget and in line with our CSR policy, Tribe invested pro bono time to ensure the campaign was a success.

Solution:
Tribe arranged an open day event where people, organisations and groups working with carers could view the new facilities. We also managed media relations around the opening and linked with Mind nationally to spread the news as far as possible.

Results: 
The launch event was well attended by existing service users, local carers, and partner organisations including Suffolk Family Carers and Waveney Mental Health Trust.

BBC Radio Norfolk attended on the day to broadcast live, running interviews with Mind e throughout its news bulletins, while local station Beach also covered the story.
National reach was achieved through The Guardian’s Society website and tweets, describing the home as a ‘wonderful new project which has created a seaside haven’.
Partnering with the national Mind PR team resulted in a prominent mention on the charity’s homepage.

Combined print, broadcast and online coverage reached an estimated audience of 3,166,457.

Lisa Leech, Respite Manager, Great Yarmouth & Waveney Mind said: "Tribe helped us to manage a successful launch event, generating media coverage throughout the region and nationally too. We definitely noticed an impact on enquiries afterwards and have bookings lined up throughout the summer. Visitors are coming from within the region but also further afield into Essex and Bristol."

Client and background:
Reef One designs and manufactures innovative products for the international aquatics market, including the biOrb and biUbe.

Challenge:
To manage media relations for existing products and to launch the new biOrb Life Collection, a unique, state-of-the-art aquarium, targeting the fish hobbyist and the style conscious.

Solution:
Tribe focused media relations activity on a carefully targeted list of national and glossy consumer titles plus key regionals to keep the feel of the product “exclusive”. We now specialise in high profile product placement, competitions and celebrity/designer gifting.

Results:
Tribe regularly secures national coverage. Editorial has appeared in The Times, The Telegraph and The Guardian. Products have appeared on X Factor, This Morning, Cowboy Builders, 60 Minute Makeover, Big Brother and The Wright Stuff. Aquariums are showcased at events such as the Finding Nemo premiere party. Samples have been donated to designers and celebrities such as Kevin McCloud, Laurence Llewellyn-Bowen, Oliver Heath, Linda Barker and Nick Knowles to ensure the products are talked about and used in media activity as much as possible.

"Tribe's extensive list of contacts within printed and TV media and their experience and passion for the biOrb series have made them an ideal partner for Reef One."

Client and background:
Camelot Group plc is the licensed operator of The National Lottery and designs new games, markets lottery products, provides services for players and winners and runs the network that sells tickets through over 27,500 retailers UK-wide.

Challenge:
Winning big on the Lottery can be a life-changing experience which begins with a flurry of media interest.  Our challenge is to ensure that winners’ wishes regarding publicity are respected and that they are supported during press conferences and photo calls while helping the media get relevant information and interviews. 

Solution:
Our friendly yet professional approach helps build rapport with winners and gain their confidence.  This combined with our understanding of how the regional media works, their deadlines and what story angles they are likely to need helps us deliver excellent coverage which Camelot, the winners and the media are pleased with.

Results:
Fascinating human interest news stories, features and interviews with winners in print and broadcast media across the region.
 

Client and background:
Group Lotus is recognised the world over as a leading niche sports car brand. 

Challenge:
In 2008 Tribe MD Patrick Peal was asked to return on a temporary assignment to his former employer to direct the launch of the new Lotus Evora 2+2 and to provide strategic corporate PR advice.

Solution:
Patrick spent up to three days per week working at Hethel and around Europe leading and managing the launch programme for Lotus’ first all-new car in fifteen years. The task involved recruiting and directing specialist agency support for a major online campaign, events and supporting collateral, as well as working with and managing in-house staff to ensure the success of the global launch.

Results:
The launch campaign achieved more than 270 pieces of coverage and attracted 320,000 unique visitors to the microsite, over 12,000 of whom registered to receive further information. Ultimately orders were secured for a significant proportion of the first year’s production.

“Patrick came in at a critical time for this company and oversaw the delivery of an outstanding and award-winning campaign that exceeded the company’s high expectations. His experience, knowledge of the industry, the market and the key Lotus insiders was invaluable.”

Matthew Jones, Head of Marketing, Lotus Cars Ltd
 

Client and background:
Shell Racing Solutions (SRS) produces fuels and lubricants worldwide for use in all forms of motorsport.

Challenge:
To position SRS as the premier supplier of racing fuels and lubricants for all major categories of motorsport worldwide.

Solution:
We delivered a multi-faceted campaign including research, website content and a media relations programme in the UK, USA and Europe. Our wide-ranging contacts in and experience of the motorsport industry and media proved invaluable, gaining insights and access that would otherwise be extremely difficult to secure.

Results:
As a direct result of the programme, Shell has made its voice heard in the rapidly increasing debate about alternative fuels and the role of motorsport in developing and promoting technical solutions, thus demonstrating its authority, experience and technical expertise.

“Band & Brown [Tribe] has a great understanding and passion for the motorsport industry as well as first-class professional skills. It’s a pleasure to work with them.”

Client and background:
Tribe was retained for over five years by the Learning and Skills Council (LSC), which plans and funds education and training for young people and adults, helping to raise awareness of its services.

Challenge:
To raise awareness of the training available to employers and young people and to highlight the benefits of learning.
 

Solution:
Tribe used case studies to raise awareness of training options for young people and the personal benefits to be gained from initiatives such as Apprenticeships, Entry to Employment courses and Education Maintenance Allowance. We teamed up with Olympic Gold medallist Darren Campbell to promote the free National Test and the business benefits of investing in training have been promoted to employers via the Train to Gain road show, Skills Symposium and Skills Pledge relay and Skill Up campaign.

Results:
Tribe generated hundreds of pieces of print and broadcast coverage across the east of England and nationally. We created a bank of more than 70 inspiring case studies and successfully developed and implemented a PR plan for each county in the region, building beneficial relationships with journalists. We also produced three videos aimed at encouraging different industry sectors to invest in training and apprenticeships – distributed online and shown at events.

About the client:
Unilever UK & Ireland is one of the country’s leading FMCG players, with a turnover of £2.5 billion. The company owns 28 brands, including the Colman’s Mustard brand which has a heritage shop based in the centre of Norwich.

Challenge:
The Norwich Evening News revealed Unilever’s plans to undertake a review of the Mustard Shop with the suggestion that the company planned to close it. The paper launched a campaign to save the shop which was gaining support from residents and the heritage and tourism sectors.

Solution:
We facilitated Unilever meeting with important and influential people in Norwich to discuss the shop's future and briefed the editor of Evening News to explain Unilever’s position and plans. We built a relationship with the journalist following the story and ensured she received updates and statements before other media.

Outcome:
The Evening News suspended the campaign to save the shop while negotiations about its future continued. A successful transfer of the shop to a local heritage organisation was concluded and resulting media coverage about Unilever was factual and balanced.

"Tribe helped us ensure we were talking to the right people throughout the process. Their local knowledge, insights and relationships with the local stakeholders were invaluable. I found Tribe extremely professional and would certainly use their expertise again regarding any Norwich based activity."

Client and background:
National infrastructure services company May Gurney delivers essential front-line services to the public and regulated sectors. It works in highways, rail, environmental services and utilities.

Client and background:
We Buy Local is a consumer-facing campaign by  Buy Local, a social enterprise dedicated to supporting local businesses which offers member benefits through an accreditation programme.

Client and background:
Catton Park is an 18th century landscape park designed by Humphrey Repton which has been rejuvenated and opened up to the public by the Catton Park Trust.

Challenge:
To provide media relations services to the Trust.

Solution:
We launched an appeal for people to donate small tools and gave the media the chance to see terraventing – a way to decompact the roots of ancient trees. We also handled the announcement of Heritage Lottery funding for the project.

Results:
We produced local media coverage and assisted with a corporate sponsorship pack which helped to secure the Heritage Lottery Grant and was used to generate support from local authorities.

Client and background:
In 2008, The Money Centre was one of the largest independent buy-to-let mortgage brokers in the UK, with more than 150 consultants across the UK guiding more than 31,000 customers.

Challenge:
To raise the profile of the company and the independent services it provided to existing and potential buy-to-let landlords.

Solution:
To position The Money Centre as a market leader and expert in its field by profiling senior staff in trade, regional and national consumer media. We monitored news and issues from the buy-to-let sector daily and used findings from the company’s quarterly, independently commissioned research to generate story angles. We also arranged briefings with key journalists from the trade media.

Results:
In eight months, we generated 117 news articles which appeared across 77 different regional, trade and national publications and websites. These included comment pieces from The Money Centre personnel, case studies of successful buy-to-let investors, a profile of the marketing manager in a leading trade title and news stories based on research.

The Money Centre also used Tribe for crisis media relations when the economic downturn resulted in job losses being made at the company’s main Norwich office.

"Tribe fully understood our business and helped us to gain good angles to approach the media. They have been a great team to work with”.

Client and background:
The East of England Regional Assembly (EERA) promotes the economic, social and environmental well-being of the region and consists of elected members from the region’s local authorities and appointed community stakeholders.

Challenge:
We were retained by EERA from 2002 to 2008 to raise awareness and understanding of its work throughout the region.

Solution:
We acted as an extension to EERA’s in-house communications team, creating communications strategies and providing counsel. We operated a 24/7 press office handling sensitive issues diplomatically and deftly and undertook proactive media relations, distilling complicated issues to journalists.

Results:
Following the PR campaign on the public consultation on the draft East of England Plan, hits on EERA’s website increased seven-fold and EERA received four times as many responses to the consultation than expected.

“We relied on Band & Brown [Tribe] to build strong relationships with the media and communicate complicated issues in an accessible and timely way. Through their work on the EERA account, the general profile and importantly the recognition of the Assembly as an influential organisation has been significantly enhanced.”

Stephen Hinchley, senior communications officer at EERA
 

Client and background:
Sport England works to promote an active nation through sport at grass-roots level. It invests national Lottery and Government money in organisations and projects that will grow and sustain participation in grassroots sport.

Challenge:
To spread the message about the joys and benefits of regular exercise.

Solution:
We challenged desk-bound journalists to try out new sports and to write about their experiences. We arranged press calls to launch new initiatives and also worked at a strategic level to improve our client’s profile by carrying out communication audits and hosting crisis management workshops.

Results:
By setting up trial sessions for journalists at skiing, climbing, canoeing and judo we secured double-page, first person articles in leading regional titles. Our communication audits and crisis workshops helped local managers plan for the future.

"Tribe didn’t just support our team, they became a part of it, fully understanding our business and how we needed to connect with the media. I was always impressed with Tribe’s responsiveness and flexibility to meeting our comms needs, going beyond the original brief in providing training or through supporting and developing strategy. The results they achieved through PR work and campaigning were incredible.

Client and background:
In 2007, Norwich City Council’s Local Enterprise Growth Initiative (LEGI) programme received £11.2m of Government funding to encourage an enterprising spirit in the city, supporting people living in deprived areas to start a business, get back to work or improve their prospects.

Challenge:
To launch the Norwich Enterprise Centre (NEC) and raise awareness of the support, advice and training available at the NEC and via LEGI funded partners.

The solution:
We created a debate and stirred excitement around enterprise in Norwich by championing local entrepreneurs and positioning Norwich as a great place to start a business, using the campaign slogan ‘Go For It! Enterprising Norwich’.
Launched in National Enterprise Week 2008, our campaign used media relations, case studies of local entrepreneurs, sponsorship, a micro-website, outdoor and radio advertising, and a competition with the Norwich Evening News.

Results:
During the first six months of the campaign, 24 pieces of positive or factual media coverage were generated, with a circulation of 915,412 and advertising value equivalent of over £35,000.

“We have been extremely impressed with Tribe’s ability to deliver quality media coverage. They have worked as a natural extension of our team, providing marketing advice and counsel as well as PR services.”

Karin Pink, programme manager for LEGI, Norwich City Council
 

Client and background:
Hethel Engineering Centre is a business dedicated to supporting the growth and success of high performance engineering and manufacturing companies and individuals throughout the region.

Challenge:
To ensure the new £4.5m Centre was positioned at the heart of the high-performance engineering and manufacturing cluster in Norfolk and the surrounding region.

Solution:
We developed a long-term relationship with the nation’s largest regional newspaper, the Eastern Daily Press, to promote a ‘Launchpad’ branded competition to offer free accommodation to one company and ran a year-long series of features on entrepreneurship with contributions from Launchpad’s sponsors.

Results:
The competition attracted a very high calibre of entrants, leading to tenancies and centre spreads in the EDP. Coverage exceeded our client’s expectations.

“I believe the inaugural Launchpad competition will inspire other budding engineering firms in Norfolk to come and talk to us here at the Centre about how we can help them."

Client and background:
Foster Refrigerator is Europe’s market leading commercial refrigeration manufacturer, and prides itself on the “green” credentials of its innovative refrigeration equipment and systems for the foodservice, bakery and retail industries.

Challenge:
To maintain the company’s position as the authority in commercial refrigeration manufacturing, and to position it as an industry expert on issues including food safety and energy efficiency.

Solution:
Tribe delivered a media relations campaign focusing on the environment and food safety. We built relationships with key journalists and regularly offered case studies. Tribe raised the profile of Foster’s Foodservice Director as a knowledgeable and reliable industry spokesperson.

Results:
We gained media coverage across all of Foster’s key sector media. We built excellent relationships with editors of key titles, including a trip to Gordon Ramsey’s Paris restaurant with the equipment editor of Caterer & Hotelkeeper. We generated a 30% increase in Return on Investment in the first year of working with Foster.

“We were impressed with Tribe’s innovative, hard working approach and the enthusiasm they demonstrated. They fully understood our business and the foodservice and food retail markets in which we operate. They were a valuable addition to our in-house marketing team.”