Every PR agency knows that the web is changing the way we live and work, but few actually understand the way it can be harnessed to help your business grow.

Although it’s new and challenging at Leader we embrace the potential offered by the web, both in our personal and work lives.

Digital communication tools such as email, websites, social networking, blogs, and online news are not only fantastic tools for reaching targeted audiences, they also present a method of actually talking with, not too, your customers. The opportunity for two-way dialogue with customers has never been available on such a large scale before and delivers huge potential to really engage with your audience.

Andy Duncan a.k.a. The Fear Master

Case Study 1:
The Fear Master

Andy Duncan a.k.a. The Fear Master came to Leader wanting to raise his profile and increase his customer base.

As part of an integrated campaign Leader has developed a bespoke blog to boost his online profile, but perhaps more importantly to help improve his search engine optimisation. Along with social networking and a Google Adwords campaign www.thefearmaster.com is now receiving dramatically increased traffic which is converting to increased sales.
Authentic Caribbean patties from Cleone Foods

Case Study 2:
Island Delight

Cleone Foods is the UK’s leading Caribbean food manufacturer and is most famous for its authentic Caribbean patties.

As part of an ongoing PR programme Leader decided to highlight the slow uptake of Caribbean food in the UK. As well as traditional media coverage Leader targeted influential websites and blogs. The highlight of the campaign was when the Guardian blog editor asked us to write a post for the food blog.

The Guardian Food Blog ran Wade Lyn’s article entitled ‘Why not Caribbean’ which sparked 100’s of people to post replies on the site and really engage with the topic.

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Case Study 3:
Greggs Healthier Options

In January 2007 Greggs launched its new Healthier Options range across the UK.

As part of the ongoing PR activity for the 170 shop sin the Midlands Leader developed a campaign which included a bespoke micro-website and extensive traditional media relations.

During the launch week the dedicated Healthier Options micro-site received over 5,000 unique visitors with 2,000 people registering for future offers and promotions. The result for Greggs was clear to see – sales of the new range went through the roof, with the promotional activity encouraging repeat purchasing across the region.