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12/04/2017

Winning coverage

A great way of building community relations is sponsorship of the right event.  But to be of real value, you need your target audiences to know about it.  Our successful media campaign for one of our clients led to unrivalled coverage of their sponsorship in target publications. 

As a key local health and wellbeing provider, Nuffield Health Tunbridge Wells Hospital’s sponsorship of the biggest sporting fixture in the town’s annual calendar is a perfect fit.  But to optimise their investment in the Tunbridge Wells Half Marathon, they need target customers (A and B1 households) within a 30-minute drive of the hospital to know about the event and their association with it.

We rescued a media deal with the target local newspaper, after an administrative error meant it nearly fell at the first hurdle.  As a result, The Times of Tunbridge Wells provided seven consecutive weeks of coverage around the half marathon, creating an ideal platform for content promoting the event and the Nuffield Health brand.

In the seven weeks, coverage included:

  • Extensive launch preview
  • Profiles and experiences of past runners
  • Weekly runners’ advice from Personal Trainers of the Nuffield Health sister gym
  • Event details and a route guide
  • A review of the Half Marathon and its success

In addition, we achieved extensive coverage across other target publications, in print and online, as well as widespread promotion on social media, all reinforcing the brand positioning for Nuffield Health Tunbridge Wells as an expert health and wellbeing provider and an integral part of the local community.

Client’s verdict: ‘Sharp Minds were key in brokering a media partnership with our local paper for the Tunbridge Wells Half Marathon, which we sponsor, leading to extensive coverage over seven consecutive weeks, including weekly advice columns by our in-house experts.  An administrative error by the organisers meant the deal nearly floundered, but Sharp Minds’ understanding of what the publication needed to make the partnership work enabled them to rescue it and secure the coverage.  Without Sharp Minds, the deal would simply have fallen through and we would never have achieved this degree of exposure.  This has given us more than a local media connection; we now have a valuable relationship moving forwards.’ Grace Wilson, Sales and Services Manager

To find out more about how Sharp Minds Communications can help with your marketing, email communications@sharpminds.agency

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