By James Hickman•
23 November 2011
The Hatch team enjoyed a rather successful night last week at the annual Chartered Institute of Public Relations Pride Awards, held at The Queens Hotel in Leeds.
Despite stiff competition for the cream of the Yorkshire PR scene, Hatch Walked away on the evening with an impressive haul of three Gold awards. We were recognised in the categories of Best Event for our work for Burgess Pet Care on the Harrogate Small Animal Show, Best Non For Profit for our Rabbit Awareness Week Campaign and we were presented with a special award on for Best Use of Evaluation and Measurement.
Obviously the whole team were delighted with our wins and thanks must go to our clients at Burgess Pet Care for letting us run with some really creative campaigns.
Below are some of the judges comments.
Best Non For Profit
This was one of the few submissions in any category to have such clearly benchmarked expectations, built around improving on the results from previous campaigns. This campaign not only built on and matched what had come before – it exceeded all expectations. The results were superb – and were demonstrated on multiple metrics across multiple platforms and channels. The cohesion of the entire campaign is evident in the results, whether looking at the depth of coverage, the website traffic or the actions taken by the target audience. This campaign exceeded every objective set.
The judges felt that this event really outshone the others in the category because a really clear strategy and great creative ideas generated some excellent results. The objectives of the event was to increase visitor attendance and to maximise exhibitor attendance and the results speak for themselves with public attendance up 300% compared to the previous year making it the highest level of attendance in the show’s 89 year history. Plus the exhibitor area was a 100% sell-out following Hatch’s recommendation to broaden the nature of the exhibitors allowed to showcase their wares at the event, thereby stimulating wider consumer interest.
Best Use of Evaluation and Measurement
The judges were impressed by the focus on clear evaluation throughout the submissions across all categories. It is evident many practitioners are moving away from AVEs and finding more fitting and bespoke methods to show value to their clients or employers. The winning entrant had measurability built in at every level. The campaign benefitted from a thorough, clear and well-explained brief, covering the aims and targets. The detailed objectives were SMART focused, simple and well communicated – helping ensure the campaign would have excellent communications at its absolute core. Moreover, this was one of the few submissions in any category to have such clearly benchmarked expectations – leaving the client in absolutely no doubt about what the campaign set out to achieve and what success would look like. The outcomes were demonstrated on multiple metrics across multiple platforms and channels. The cohesion of the entire campaign is evident in the transparency of the results on all the Key Performance Indicators (KPIs), particularly registrations, depth of coverage and website traffic. The campaign matched or exceeded every objective set – and what makes it even more impressive is that it was in the Not For Profit section.