IoD – Boardroom Best Practice

The IoD is the premier membership organisation for business leaders in the UK.

Leader was approached by the IoD to promote the launches of two books: The Director’s Handbook and The Effective Board, both of which explored board room behaviour and best practice, particularly in terms of corporate governance.  The over-riding objective was to use the projects to associate the IoD with best corporate practice, as well as critical and intelligent thought.

By identifying strong news hooks, including the publication of revisions to the UK Code for Corporate Governance, and by liaising with more than 400 business journalists, and directly with national daily and Sunday business editors, Leader’s team was able to deliver ROI of up to 17x the original investment (AEV).   Interviews were held with, among others, The Sunday Times, Daily Telegraph, FT, and Independent on Sunday.

Kingspan Environmental

Leader’s director of B2B and corporate PR has been working with Kingspan Environmental for more than five years.

In that time, we’ve placed a premium on making Kingspan Environmental the leading voice in sustainable water and off-mains drainage products. Our approach has focused on leading debates, not just following them.

We have systematically taken the client away from product launch/colour separation dominated coverage and found opportunities for thought-leadership in areas such as sustainable water management (SUDS, the Code for Sustainable Homes, and BREEAM) standards and regulation compliance, and best practice in pollution control, fuel and oil storage, and off-mains drainage.

We have driven a 300% increase in annual print and online coverage, and launched the company’s new sustainable water division.  We have also developed and SEO-ed new Kingspan Environmental websites in GB and Ireland.  For more information click here.

Magazine Week

Leader was brought in by the Periodical and Publishers Association (PPA) to create the consumer campaign to support Magazine Week to promote all its 2500 member titles.

The objective was to celebrate magazines as icons of information, entertainment and enlightenment. 

We created the Great Cover Debate to find the greatest-ever magazine cover.  This provided a tangible, creative, and potentially controversial platform to provoke debate and comment across the magazine channel, as well as in other media (newspapers and the internet). 

The Great Cover Debate alone generated more than 270 pieces of coverage, including BBC Breakfast News, Sky News, GMTV, The Times, Guardian and Telegraph, with online links to the Magazine Week website.  

In total there were 113 million opportunities to see, and consumer polls showed a 21% awareness of Magazine Week.

Lamb Cam Live!

In Spring 2011 Leader PR launched a social media campaign for Umberslade Farm Park which included a live video stream from its lamb enclosure. Lamb Cam Live was part of Umberslade's Easter '11 Fusion PR activities which attracted a record number of visitors.

Leader's digital PR team developed Lamb Cam Live to launch directly after the hugely popular Lambing Live series started on BBC2 and to coincide with the first day of the school Easter holidays. The fusion PR campaign integrated Facebook, Twitter, and the live video stream on www.umberslade.com with a traditional media campaign which includes coverage on BBC Midlands Today for the birth of quintuplet lambs.

Tom Grocott, director at Leader said: "Lamb Cam Live increased online visitor numbers, but perhaps more importantly it encouraged record numbers of visitors to the park itself at Easter. Along with the in-house team at Umberslade we are growing the Facebook and Twitter community every day with exciting and engaging content."

Dymag is Back!

Iconic motorcycle wheel manufacturer Dymag Wheels went into administration in the late 2000s but were brought back to life by CSA International in 2011. The brand had a loyal following across the globe so they wanted to make sure the word got out that Dymag is Back!

So in February of 2011 Leader developed an online Fusion PR campaign which secured coverage on bike websites from Australia to Holland, as well as the big UK bike magazines which are read all over the world. The chatter online went crazy and Leader created a Facebook and Twitter page top capture the buzz and channel them to the Dymag website.

We are currently working on an organic and PPC SEO campaign which will further capture online traffic.