An case study overview of PR work conducted for our client PSP.

1. Carswell Gould &
PSP working together
© Carswell Gould 05/10/2009

2. Overview
Carswell Gould works with PSP delivering integrated marketing
and communications to position the company as one of the UK’s
leading freight forwarding and boat transportation companies.
As part of our ongoing work, there is a specific target to increase awareness
and understanding of PSP’s products and services within the marine industry.
PSP’s sponsorship of the PSP Southampton Boat Show cements its
association with the marine industry. Capitalising on the opportunity, CG
and PSP planned and delivered an integrated communications strategy
that has successfully maximised the return on marketing investment.
The following pages give an overview of some of the tactics undertaken.

3. PR
Having specialised in marine-communications for over 30 years, the CG
team were talking to press months ahead of the publication date. The
marketing and PR plan was agreed well in advance and large sections
of the story and content were drafted before the show. Serious business
features on why PSP was sponsoring the event and interviews with Frank
Dixie (MD of PSP) and practical advice from PSP’s experts helped generate
coverage and got the name ‘PSP’ in people’s minds ahead of the show.
Press packs, containing information about PSP and recent releases,
were generated and kept stocked in the show’s press office so
journalists could easily find out all about the company.
Competitions were run online and in magazines to win tickets to PSP’s
hospitality lounge and its sponsors’ party. This ensured coverage and
allowed PSP to meet the winners, who were potential customers.
In order to put PSP in front of the
world’s trade media, CG invited
consumer and trade press, along
with local and national newspapers,
the PsP sOuthamPtOn bOat shOw radio and TV to a press party at
2009 camPaign generated a tOtal the show. Scores turned up and
estimated editOrial value Of PSP’s Managing Director, Frank
Dixie, made an announcement
£98,345 acrOss 35 Press hits. that it would continue sponsorship
this tOtal is still rising with for 2010. This resulted in lots of
even mOre cOverage generated media coverage and the face-
by sPOnsOrshiP. to-face contact also meant
journalists would remember PSP.

4. PR
Subheading in here
CG was constantly talking to journalists at the show and offered radio
interviews with Frank Dixie during that time. This resulted in a great
deal of coverage on air, at a time when exhibitors would be listening.
PSP’s aquatic-themed sponsors’ party during the show was also
used as a way to raise its profile. The PR team helped invite press to
the event, who gave the story coverage. The PR team also worked
with a freelance photographer to get pictures of the night and sold
them in to various publications within PSP’s target market.
CG made sure all exhibitors - PSP’s potential clients - were up-to-date
with company news by placing stories in the Boat Show Newsletter. This
meant thousands of potential customers got to read about the company.
PSP’s PR reach was maximised after the show by speaking to all of
the company’s targeted media and providing them with a round-up
release on PSP’s involvement with, and thoughts about, the show.
One Of the great things abOut PsP is its
willingness tO get invOlved in every
asPect Of the shOw - frOm OPening the
event tO climbing the mast Of a tall shiP
and PerfOrming at events. we liaised with
the Press cOnstantly tO make sure these
mOments were caPtured and cOvered On
the radiO, On tv, Online and in Print.

5. Design & Digital Marketing
Subheading in here
DESIGN AND CREATIVE
Carswell Gould has worked with PSP to re-develop their creative
approach and look including logo and branding work, exhibition
stand support, marketing collateral, event invitations, discount
cards and advertising.
DIGITAL MARKETING
CG provided PSP with an easy-to-use system that allowed it to talk to
its customers directly. eBuild, CG’s very own e-marketing tool, allows
PSP to bulk e-mail targeted and relevant messages in a bespoke
branded template. Its unmatched measurement and statistics
allow PSP to keep tabs on its customers interests and actions.
For more information on eBuild visit www.ebuildmail.co.uk
PsP was able tO use ebuild tO sPeak tO
eXhibitOrs ahead Of the shOw and Offer
them eXclusive discOunts. because ebuild
PrOvides intelligent rePOrting Of OPen
and click-thrOugh rates, PsP cOuld find
the PeOPle at the shOw and talk tO them
abOut what they knew interested them.

6. Conclusion
TO FIND OUT MORE ABOUT THIS AND
OTHER CARSWELL GOULD PROJECTS
VISIT www.carswellgOuld.cO.uk
OR PHONE 02380 238 001