
From the inside out with ADPR
Good communication strategies begin on the inside of a company: here’s how ADPR achieved fantastic employee engagement
See the resultsFerne had been working with ADPR for only one year, when the challenge of launching our charities’ most important funding appeal became necessary. Confident that ADPR had already shown passion and commitment to our cause, alongside a flexible and fast paced approach, we shared what needed to be done with the ADPR team, assured that they would not only assist us with the Appeal but ensure it was maximised. There was a deep understanding of what Ferne must achieve from the beginning, ideas and proposals were thought through and kept on coming. It was a six-month campaign for our Urgent Appeal and that brought with it the potential for stalling of momentum and loss of impetus. ADPR worked with Ferne to be ready for this and when it did occur, we were able to go national on TV and provide the huge fillip the Urgent Appeal needed to drive through the second half of the campaign and smash our £100,000 target. I am confident that ADPR played a major part in Ferne achieving its goal and securing the charity's future.
ADPR developed an impactful media relations campaign in line with Ferne Animal Sanctuary’s urgent appeal for donations, designed to maximise national, regional, local and sector-specific media coverage, leveraging both traditional and digital platforms to reach a broad audience and drive donations. National media outreach included securing high-profile interviews on TV and radio, bolstered by online and print press coverage generated via press releases, as well as visibility in leading industry magazines.
Furthermore, a breadth of local coverage was secured in regional newspapers and community news sites, to help build grassroots support – often where a lot of support comes from for the sanctuary. In addition, ADPR drafted a press release and blog post for the charity’s ‘CEO Challenge’, whereby Ferne Animal Sanctuary’s CEO slept rough for a week outside of each of the charity shops located in Somerset, Devon and Dorset, to help drive additional funds.
The campaign successfully captured public attention and pulled on the heart strings of its supporters, generating significant engagement, with extensive media coverage across national broadcast and TV appearances on BBC Breakfast, ITV West Country, BBC Radio Somerset, BBC Radio Devon and Greatest Hits Radio, with a combined listenership exceeding 137.5million.
ADPR secured coverage in national online media titles, such as BBC News, Yahoo! News and MSN, as well as leading industry outlets like Third Sector, Dogs Today, Charity Times and MRCVS. In addition, a suite of coverage in regional newspapers and local online titles was generated, including with Western Morning News, Somerset Live, Somerset County Gazette, Western Gazette, Chard & Ilminster News, Wellington Weekly News, Visit Somerset and many more, reaching thousands of local supporters. The majority of the coverage include a specific call to action for people to donate to the charity – which made a huge difference to the campaign.
For the entirety of the six-month campaign, ADPR generated a total of 74 pieces of coverage, collectively reaching an audience of over 734 million. Looking at the timeline of donations, we can attribute spikes in donations with national TV coverage going live, such as BBC Breakfast and ITV West Country, highlighting the real, life-changing impact to its animals in need, securing the future of Ferne Animal Sanctuary. Ferne Animal Sanctuary hit its £100k target for donations in six months. The coverage secured, particularly the engaging national news articles and heartwarming TV appearances, were a real driving force behind securing additional donations in their tens of thousands, helping to ensure the continuation of Ferne Animal Sanctuary and its life-saving work for its animals living at the sanctuary.
Good communication strategies begin on the inside of a company: here’s how ADPR achieved fantastic employee engagement
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