Archive for the ‘Eulogy!’ Category

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PRCA Digital: social media brief seeks PR agency for understanding, results and more…

June 18th, 2010 by Adrian

The PRCA held a breakfast briefing at Ketchum this morning: How SEO and PPC can support PR campaigns. Stephen Waddington – MD, Speed Communications – talked us through the tricks of SEO and Ketchum’s Fernando Rizo showed how to fast-track attention to online campaigns with effective PPC.

Both Stephen and Fernando demonstrated the beauty of the results that these techniques provide. PR agencies can produce definitive statistics with SEO and PPC campaigns – unequivocal results. Fantastic!

Stephen and Fernando also discussed the complexity of ownership with the group. Eulogy!’s well versed in SEO having completed a number of projects for clients, but Stephen confirmed our fears that the PR industry (and the marketing community at large) is yet to understand the practice.

Five years ago, SEO firmly belonged in the hands of search agencies. Then ad and digital agencies took a bite. And now PR agencies, too? Well, yes of course! It’s editorial. Who else is better placed to write authoritative copy, rich with brand messaging and keywords? SEO sits firmly within the online PR gambit. It amplifies what other marketing channels churn out. It seeds your content all over the shop to encourage people to click, to engage and to talk!

I am committed to working with bodies like the PRCA to carve out a fair share of ownership of online and social media budgets. We’ve seen a big move towards this in the industry. Sure it’s a struggle sometimes, like when clients refuse to acknowledge PR as anything but proof in a paper, but our digital revolution is increasingly inevitable.

We’re working hard to this speed along. As chief exec, it’s my job to drive the agency forward not only in terms of new business but also skills and professional development.We believe PR’s love affair with social media will be a hot and steamy one, and it’s only just begun.

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Starting a career in PR through the Eulogy! Grad scheme

May 13th, 2010 by Izzy

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What a difference a year makes!

This time last year I was sat in the library at uni, frantically cramming for my final year exams. Somewhere in between all of the revision and partying I managed to find time to apply for the grad scheme at Eulogy!

Now my student days are well behind me and I’m a fully fledged account exec at one of the country’s leading PR agencies. In less than a year I’ve gone from handing in my dissertation to handing out my own business cards.

It’s all been a bit of a whirlwind to be honest, but from the very beginning Eulogy! invested a lot of time and effort into implementing a training programme for all the grads. Training isn’t just limited to junior staff members though, it’s something that’s rolled out across the agency, irrelevant of how senior you may be.

Now, nine months after starting, and I’ve just been promoted. Eulogy! is really good in that respect – they entrust all their grads with a lot of responsibility from the start, and our efforts are constantly recognised and rewarded.

I’d be lying if I said that I didn’t work hard, and of course I have days when I miss the student life, but I enjoy what I do and it’s nice when you actually look forward to going into the office everyday. One of Eulogy’s greatest assets is its people, and as clichéd as it may sound, it really is like one big family here. One big, slightly mad, family.

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Eulogy! Case Study: The TUACA Traveller

March 2nd, 2010 by Lucy Werner

TUACA is a delicious Italian spirit that has been part of the Eulogy! portfolio for several years. Our latest PR campaign initially focused on achieving product placement in consumer magazines with recipes for the signature serves, but eventually we found ourselves within the online space – a new foray for the brand.

The key messaging behind TUACA has always been about ‘discovery’. This is reflected in TUACA’s UK launch. Initially discovered by a Brighton snowboarder who tried it on the slopes of Colorado, and then returned to tell all her friends about it, TUACA is all about word of mouth.

Since then, TUACA has always been the darling drink of the snowboarding community. Admittedly it’s a very niche audience – but while other brands may try to shed cult status and go for a more mainstream approach, TUACA uses this to its advantage. Because it’s a drink for the type of person who likes to discover a secret and pass it onto their friends, online PR and word of mouth is a perfect platform.

In the last year, TUACA has built upon this notion of discovery and word of mouth by launching the first-ever TUACA Traveller competition.

The competition offered one person and a friend the opportunity to win a two-week snowboarding trip undiscovered slopes across Europe. The site was hosted by snowboarding enthusiasts’ site Mpora.

To support the campaign, team TUACA launched the TUACA Traveller Blog. The blog is written by the winner and was supported by video content of his adventures picked up by sliding sports sites like  Gone Boarding and Life’s a Beach.

We are now looking forward to further cementing TUACA’s presence with the sliding sports industry for 2010, including regional activity in our key cities.  So watch this space because TUACA may surf up on a shore near you soon.

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My work experience in PR

January 4th, 2010 by Melanie

— A note from Melanie: This post was written by Emily who joined us for work experience over the Christmas Holidays. We were very happy to have her around! –

Over the past few weeks I’ve been lucky enough to gain a bit of an insight into the crazy world of PR.  While friends back home in Australia are spending their Christmas holidays basking on sunny beaches, I leapt at the opportunity to travel to London for a mini working holiday – the 24-hour journey and sub-zero temperatures but a small sacrifice.  As a law student, PR was an area I had never really given much thought to.

Coming in with few expectations, I’ve got to admit that I’ve had a ball.  Despite printing my body weight in media, my time at Eulogy! has definitely opened my eyes to the ins and outs of the industry.  I’ve become familiarised with local press and boardroom brainstorming sessions, press releases and pitches, and been introduced to the once foreign notion of a ‘sell-in’.  While I’ve experienced a lot over the busy weeks leading up to Christmas, I realise it’s probably just a snapshot of what a career in PR would entail.

Without wanting to sound too clichéd, I had a fantastic time at Eulogy!, with an absolutely amazing and dedicated group of people! Perhaps it’s time to consider a career change?

Emily

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It’s not the winning that counts, it’s the taking part

December 18th, 2009 by Helen

Eulogy! has won 7 awards so far this year. By the end of November we had 3 accolades for best campaign, 2 agency of the year awards and another 2 for agency individuals.

Sounds good doesn’t it?  Yes, our email footer is ridiculed for being so long and our clients mock us for showing off about it again, but I refuse to apologise. Industry recognition is important!

But the taking part in the awards process can have just as much impact. For example:

  1. Morale. Enter a campaign into an award and team morale goes through the roof. Even if you didn’t work on the campaign, you get a buzz knowing you work among award-winners, award-winning contenders even
  2. Recruitment. Other people see you at the award ceremony; they see you shortlisted in the trade magazines; they visit your website, and see the campaigns and awards there, too. Hello direct job application, goodbye recruitment fees.
  3. Reputation – we’re in the business of it, after all. The award circuit is a tight one. Judges talk and they usually judge several different awards throughout the year. When your name pops up again and again, people get thinking and talking.

Despite the ridicule about our signatures, I believe our clients enjoy the awards as much as we do – especially if it’s their campaign that wins. Saying, “this campaign, that we worked on together, is worthy of an award” is great for client retention.

But let’s get down to the hard facts. A client recently won an agency of the year award. Being the technical sort they were quick to look at the uplift on their website. In just two hours they’d had 172 visits, the average time on the site increased to more than two minutes, average page consumption was four.  In the latter part of this year the Eulogy! website has seen similar results. Visitors are up 20%, page views are up 15% and time on site is up 10%. We’ve not won every award we’ve entered, and sure there are peaks in website performance when we do, but the overarching effect of entering any award is a positive one.

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