CASE STUDY

ECL Sensory (Essex County Council)

Our integrated approach helped to raise awareness of the Essex Sensory Community, motivating individuals and businesses to support those with sight, hearing or dual sensory loss or impairment.
ECC

Client

ECL Sensory (Essex County Council)

Services provided

The Situation

The ECL Sensory Services team came to PLMR Genesis looking to raise awareness and increase referrals through the Essex Sensory Community (ESC) – a partnership of seven charities and organisations across Essex for people living with sight and/or hearing loss or impairment. 

 

The ESC wanted to position themselves as a ‘front door’ to a wide range of sensory services, reaching more people in Essex (and their friends/family) with a sight, hearing or dual sensory loss or impairment.  

What we did

We delivered an integrated PR and digital campaign titled ‘This Community Can’, to motivate and bring the community together to support those with sensory loss or impairment. All material used emotive messaging and impactful creatives, combined with human-interest stories from people who have benefited from the ESC services. Messaging was informative with a clear call-to-action and dedicated website landing page where users were encouraged to seek further support and advice. 

 

We conducted case study interviews with Essex residents who have benefited from services through the ESC, and we directed a promotional video with case studies and speakers from ESC partners. Accessibility was at the forefront of all material, so the video included closed-captions and British Sign Language interpretation. 

 

We produced a series of print materials distributed to community locations (doctors, pharmacies, charity offices etc) using high-contrast design and colour schemes, large font and digital versions compatible with e-readers. We also delivered a targeted digital advertising campaign utilising the high-contrast graphics and accessible video content. 

 

A stakeholder toolkit was essential to ensure all seven ESC partners were consistently sharing the campaign message across their own channels and networks, ensuring a greater campaign reach overall. 

The Result

The campaign achieved a reach of 3.7 million through PR media coverage and 160,000 audience reach through digital advertising, with the adverts being seen 700,000 times in 12 weeks. The campaign generated 4,382 clicks through to the ESC website landing page and the team noted an uptake in referrals and enquiries through phone and email, as well as enquiries from businesses looking to improve their accessibility for Essex residents with sensory loss or impairment. 

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