Lick | Press and Media Campaign

Introduction

Lick is an industry leading direct mail fulfilment and print solutions company, split into three divisions; Lick Direct, Lick Digital and Lick Online. Lick’s services include data management, programming and processing; laser and inkjet personalisation; machine and hand enclosing; polywrapping; POS kit collation, storage and distribution & digital print and e-commerce solutions, Clearsilver continued to deliver Lick a full PR and Marketing campaign throughout 2007.

Objectives

• Continue to position Lick as an industry leading company, with the addition and emphasis on two new divisions Lick Online and Lick Digital.
• Position MD, Linden Kitson as a figurehead for the company and a spokesperson for Print and fulfilment issues.
• Maintain Lick’s profile in both regional and trade press – both online and offline.
• To develop feature ideas for staff members of Lick to raise awareness of the company, featuring employees as ambassadors.

Implementation

Clearsilver have kept a constant dialogue with regional and trade media – targeting different sections for different news angles. This has been done through the development of:

• Press releases detailing news such as new business wins, acquisitions and new starters.
• Features for trade press which have included ‘Job Changer’ articles, through to ‘if I gave it all up’ and the more serious inclusions of commentaries from Linden Kitson on issues and debates about the Print industry and its future.
• Awards entries – Clearsilver have entered Lick for some of the most prestigious awards in Print including Marketing, Customer Service and Entrepreneur. Having already been shortlisted for all four of the categories entered in the BPIF 2007 Excellence awards, watch this space for 2008’s successes!
• Clearsilver have also written all the copy for Lick’s three mailers, plus a vast amount of website copy.

Results

Clearsilver have acheived a huge amount of press coverage for Lick – despite the almost ‘un-newsworthyness’ of the business for non-trade publications.

• Lick have been featured in all the top print publications including Print week, Printing World, Print Monthly, The Drum and other such publications like Business 5/50 and Yorkshire Business Insider.
• As a local success story, Lick has also had a great uptake from regional media, including full-page spreads in key titles.
• Clearsilver have successfully heightened MD Linden Kitson’s profile to the point where trade publications in particular invite him to attend their events and want to offer presentation and speaking opportunities.
• Clearsilver have organised for Linden to speak at a round table event for Printing World, which will see him feature on the front cover, as well as arranging numerous interviews for Linden to give his thoughts on various issues within the print industry press.

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