Name: Converse Models, the launch of the North West’s first modelling agency.
Client: Converse Models (Internal)

Director of Converse Communications, Donal Doherty required a model to feature in an advertisement for a client in September 2007. Proving very difficult at the time to acquire such a service in the North West, it became clear that there was a gap in the market for a modelling and promotions agency in the region. Converse Models was born.

Converse launched in mid February 2008 to a media storm. The agency engaged with the public online through the social media space and partnered with a local publication and radio network to reach a wide range of people. Awareness of the brand grew rapidly as clients and applications to the agency came in large numbers.

Objectives

Converse Models aims to profitably provide local people for photographic, catwalk and promotional work in the North West and beyond. The launch of the campaign aimed to increase awareness of the brand, encourage applications to the agency and encourage bookings.

Planning and Implementation

Before the launch of the agency a three-month PR plan was developed to achieve the campaign objectives. As an integral part, the agency approached River Media and Northern Media Group with an idea for a modelling competition 'Derry's Top Model' to tie in with the popular television show, 'America's Top Model.' The launch saw all local and some nationals turn out to what was being billed as 'the North West's first modelling agency.' Radio interviews were carried out on BBC Radio Foyle and Q102.9 and special features were arranged with local magazines and Sunday papers. The website for Converse Models crashed due to the volumes of traffic three days after the launch and this was used as a highly successful follow-up press story. Two weeks after 'Derry's Top Model with River Media and the Northern Media Group kicked off. The competition offered some outstanding prizes, including weekend's away, designer sunglasses and a one-year contract for a male and a female winner. With radio and press coverage, the competition saw 300 aspiring models from the North West apply. The process of elimination saw this figure whittled down to 24, all of who went on to face the text vote to enter the final 12 who would compete in a spectacular catwalk event that was broadcast live across the Q-Network of Radio Stations. Social media played a major part in the campaign with Facebook and Pay-Per-Click advertising running alongside campaigns in Facebook and Bebo. After three months the page has clocked up 22,588 views and boasts 778 friends who continue to interact with the brand. A number of ad hoc PR items were also achieved by seizing on relevant news items.

Measurement and Evaluation

Converse Models became front-page news during the launch week with every local paper in the city featuring the launch. Interest was so high that it generated significant traffic on the agency's website www.conversemodels.com with 60,000 hits crashing the site three days after launching and almost 250,000 hits in the first week. Since launching, the agency has gained circa £90,000 worth of media cover­age, including newspaper, magazine and radio coverage. The launch of 'Derry's Top Model' competition in March 2008 generated a buzz around the region. When the competition went to a text vote, the level of texts was so great that it crashed the newspaper's text system, with 7,000 votes cast over the first few days of the competition. The competition final sold out and was broadcast live across the Q-Network of radio stations, with eight local retailers and a local designer involved, the event proved a huge success.

Results

Converse Models is now firmly established as the North West's modelling agency. With 62 individuals ranging from age 1 - 33 now on the books of Converse Models, applications continue to flood in with almost 1,500 applications now received. Converse Models have secured Derry's Top Model as an annual event, and will now expand the event across not only Derry but two additional counties, Tyrone and Donegal. Bookings at the agency continue to grow steadily.

Statistically, only a very small percentage of shows at the Edinburgh Fringe Festival break even. With a show costing thousands of pounds to stage, the financial loss of production companies is often great.

As part of the strategic objectives of the marketing and public relations plan for Bathroom Floors Production of ‘Both Sides of the Bar’ one of the objectives was to achieve sponsorship to ensure the chance of breaking-even was enhanced.

The process of achieving sponsorship began by compiling a list of companies whose products relate to Both Sides of the Bar, the comical tale of love, envy and determination. A ménage à trois with a twist! The story follows three very different people as their lives collide in a bar. Featuring and penned by, Scott Major from Heartbreak High and Neighbours, innovative Australian comic Marcus Ryan, and English actress, Hazel Ocskó.

The Converse Communications team took a 360 degrees approach to finding angles which could be capitalised on. For example the play features a prominent Australian, actor and an Australian comic, hence the Australian connection. The play is set in a bar, hence a connection to bars and alcohol, and so on and so forth. Another important factor was realising the importance of ensuring the sponsor’s target audience was aligned with the show and the Fringe’s target market. Using these connections and the consideration of audience alignment, an extensive list was put together of companies who were likely to sponsor the show.
A personalised sponsorship pack was put together featuring:

• A cover letter
• Show summary
• Benefits to sponsors
• Sponsorship levels

A hard copy of the sponsorship pack was sent to our finalised list and then followed up by an electronic copy. After giving sponsors time to digest the information we followed up with a phone call.
Through presenting the benefits to large companies and detailing the competencies of the people involved, we managed to secure sponsorship relationships with Fosters, TNT and Zoggs. The fact that these well known businesses believed in the success of the show leant gravitas to the project and encouraged journalists to stand up and take notice of the project.

Both Sides of the Bar enjoyed a sell out season in Edinburgh and even managed to achieve that rare thing at Edinburgh…profit.

For additional information on Both Sides of the Bar or Bathroom Floor Productions, please visit www.bathroomfloorproductions.com

The bingo industry was shaken at its foundations in April 2007 with the onset of the smoking ban in public places. The reason bingo is hit harder than other businesses is that a high percentage (an estimated 75%) of people who play bingo smoke.

Converse came up with a strategy to minimise the effect of the ban on Strand Bingo in Derry. A campaign was implemented to show patrons that Strand Bingo cares about them and they also respect their right to choose to smoke.

The campaign consisted of three facets. First we did something very unique by working in conjunction with the Western Health Board to make available a smoking cessation representative to patrons for the first week of the smoking ban. The representative had an area set aside where people who perhaps wouldn't have known where to turn for information on kicking the habit could go and have an informal chat in a safe and familiar environment. The second aspect involved making sure the rest of the members who smoke didn't feel left out in the cold by providing an area where they are protected from the elements. The third feature of the campaign was to do something good to fight the effects of smoking and on the first week of the ban, with the help of our patrons, we raised £1,000 for Foyle Hospice.

Through placing a number of features in the broadcast, local and national press in the run-up-to and during the campaign, including a diary of three of our patrons who had their progress followed in a national newspaper, media coverage of a value in excess of £15,000 with a very small budget. In addition the negative effect of the ban on the business has been minimised.