Michael's proud of his triumphant message!

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Client:		Stanair
PR Team:		Red Alert Media
Campaign:		Raise profile of successful and busy company
Timescale:		November 2002 onwards

Objectives

Stanair is a successful company specialising in industrial doors. They are based in Kettering, but also have offices in Rugby, Milton Keynes and Peterborough. Red Alert Media were hired on an ad hoc basis to raise awareness of Stanair through the local media. Peter Jones told Stanair he would be as successful in achieving the objectives as he was allowed to be - in other words, if Stanair were pro-active in their desire to come up with stories to interest the media, then Peter would make sure they have an above average chance of being published.

"They're an ambitious and forward thinking company with plenty to shout about, and my job was to encourage them to tell me as much as possible. As it happened, they've had so much recent success it took care of itself, but we had to make sure there was no overkill, and manage news of their successes and awards carefully to make sure we got maximum exposure.

"It wasn't just about the company, it was also about personalities, and in Michael Markham, the managing director, they had a real go-getter, somebody who was widely and highly respected, but also someone who'd made good out of personal adversity."

Strategy Plan

Simple. Be guided by Stanair, but to offer advice where relevant, and make sure they achieve their aim of achieving recognition. Not just on their own doorstep in Kettering, but in all areas where they have a presence. After all, they're a local company wherever they are, whether their headquarters is Kettering or not!

It started with Michael Markham running a marathon, nine years after being in a road accident and told he'd never run again.

Then Stanair were selected on a shortlist for a national award, more coverage was achieved when they won that award, and then when they collected their prize. In the meantime they sponsored a dolphin for the children's ward of a local hospital so that was a nice "fluffy bunny" story.

In 2003, Stanair have won recognition for their policy towards employing mature workers, which became another good news story.

But the tour de force came in October 2003, when Michael Markham was invited to have tea with The Queen at Buckingham Palace. He was among a specially selected group of British business "achievers" and his visit was milked for all it was worth. There was good coverage when he received the invitation, and extensive coverage following his visit - interviews on local radio in Northamptonshire, Peterborough, Milton Keynes and Rugby, and coverage in all local newspapers where Stanair has an office. Michael's achievements - and those of Stanair the company - have also received widespread coverage in their trade magazines, another aspiration when Red Alert Media was hired to raise the company profile.

Measurement & Evaluation

Stanair is one of the most recognised names in the Northamptonshire business community (though much credit goes to their own marketing initiatives, it must be said!), and Michael Markham one of the most prominent local personalities. As Michael says: "I'm very flattered that people ring me up and say they've read about me in the local newspapers or heard me talking on the local radio!". Stanair has also become well known in other areas where they have offices, and are always recognised when members of staff attend networking functions.

Results

Said Michael Markham: "Peter Jones has made me famous! Not only that, he's got people talking about Stanair, we're in the newspapers, in trade magazines, and I've been on the radio a lot. Everybody knows of our successes - and that's how it should be, there's no point in keeping them all to yourself! Red Alert Media have done a terrific job for Stanair, and we all really appreciate it!"

www.stanair.co.uk

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