Insight
Patrick and Menzies is an independent shop on the High Street in Brightlingsea, Braintree and West Mersea. They offer specialist services, such as Sports Vision and Vision in Learning.
The brief: “We can’t compete with big Specsavers-style discounts, but we can deliver far better customer service, more in-depth examinations and support. But nobody knows about us. We need a PR company to help build our brand and make people aware of what we do.”
Implementation
A community PR campaign was created to deliver Patrick and Menzies’ key messages to its target markets. A series of health issues were discussed in the local media from glaucoma and visual stress to dyslexia and diabetes.
To boost awareness about the Sports Vision services, a number of top athletes were invited to receive free Sports Vision services. Cambridge Boat Race Crew, Team GB downhill skier Chemmy Alcott, and Olympic hurdler, Sarah Claxton, all received specialist care in return for promotion.
To boost awareness of the company’s great customer care, a wide range of awards were entered to showcase their top service levels. Open days were also created to entice new customers into the stores, alongside MP visits to celebrate anniversaries.
Impact
Practices bucked tricky trading conditions and grew year-on-year.
The team won 10 regional business awards for excellent customer service.
The company consistently made headlines with top health advice pieces, client case studies and general news items.
Uptake to their specialist services, especially Sports Vision soared. Their top practitioner also became booked up weeks in advance.
The PR campaign won a SILVER CIPR PRide award.
“Big Wave PR has great relationships and managed to pull of amazing opportunities to move our business forward. We would definitely recommend them for your PR and marketing!”
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