third sector pr

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:
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 .

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:
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.