IMPACTFUL PUBLIC RELATIONS
GET NOTICED WITH OUR PR SERVICES
With the local council elections looming in May 2017 we were contacted by Ronald MacDonald to assist him with his campaign promotion working alongside his election agent Ross Cowie. Ronald is a professor of economics and highly regarded in this field globally but politically he is not well known at a local level. Working with his campaign team we made suggestions on how Ronald could make the best use of his limited campaign budget.
Hugh Campbell Marketing felt a social media campaign would have much more impact and reach than the conventional leaflet drop door to door. It was decided to create a Facebook video where Ronald would talk about the specific issue of healthcare provision in the area of Skye, Lochalsh and Raasay.
A green screen was set up and Ronald was then interviewed. Hugh Campbell marketing advised it would come across more confidently and clearly if the interview was one consistent take with no edits. This took quite a few attempts but eventually and with some refinement a satisfactory interview clip was created.
We hired local Drone Pilot Neil Kirkhope to take some footage flying across Portree Bay to Portree Hospital. Several shots were taken at various angles with a final shot requested to show the full expanse of the town of Portree where the hospital is situated.
With the footage collaged we then began the editing process. Hugh Campbell Marketing used Adobe Premier to pull the video together. The green screen was removed from Ronalds interview and replaced with a white matte background. We then cleaned the mask to make sure no edges were showing in the final product. The drone footage was also intersected with the interview clips with the sound from the interview remaining continual throughout.
As the edit drew to a close Hugh Campbell reviewed the proof and felt it needed an additional shot where Ronald was discussing writing to the Scottish Government. We went back to Ronalds house and filmed him writing a letter which was then used as a visual for this particular piece of audio. You can see the finish product by clicking the box below.
With the video produced we then turned our attention to the implementation of Ronalds social media campaign. We set up a paid Facebook advert with geographic targeting for his election area of Skye, Raasay and Lochalsh. This made the video visible to 10,000 potential voters (most in the area). The video generated almost 6000 total views.
The next stage of our public relations management was to set Ronald up with a public Facebook page for his campaign. We photographed Ronald in a few scenic locations of the Isle of Skye and then proceeded to make promotional graphics for social media which were regularly shared by page subscribers generating several thousand impressions per graphic.
You can view some of the promotional graphics below.
We also produced an A4 poster which was displayed around the various areas in Ronalds election ward (displayed top of page).
At the start of May 2017 Ronald was elected as a councilor for ward Eilean a Cheo and now attends meetings in Inverness representing the concerns of the people in his local area.
The strength of Ronalds campaign lay in a strong social media campaign as this allowed for greater reach than print delivery mechanisms. Hugh Campbell Marketing would like to congratulate Ronald on his election and wish him the best of luck in his new role.
Speaking of our services Ronald added
"I have been very pleased with all the work that Hugh has done for me both during my election campaign and also in terms of the sign work he has designed for us. Great service!"