PR REPORTS|APRIL 2016 - JANUARY 2017
OVERVIEW
This PR report and coverage update is structured as follows:
oTop line coverage results to date
oSummary of activity from April 2016-July 2016
oAugust 2016 PR report
oSeptember 2016 PR report
oOctober 2016 PR report
oDecember 2016 PR report
oJanuary 2017 PR report
TOP LINE RESULTS TO DATE
60pieces of
coverage
to date
Reach of
over 10m people
An estimated
EAV value to
date of
£23K
SUMMARY OF PR ACTIVITY APRIL - JULY 2016
PR ACTIVITY OVERVIEWMEETINGS
3rd May at Storm offices
23rd June at The Hilton, Paddington
3rd July at Canada House, London
ACCOUNT MANAGEMENT
Storm drafted trade and consumer launch releases
Storm drafted generic hemp release educating consumers on the health benefits of hemp | Release pending approval
Storm compiled recommendations for a targeted lifestyle, health and food blogger outreach | Pending sample delivery
PR ACTIVITY OVERVIEWLAUNCH EVENT
Storm co-ordinated and organised the PlanetHemp launch event at the Canadian embassy on Tuesday 19th April | Event organisation included; the breakfast menu for the event, branded collateral for guests, deliveries, event set-up and goodie bags
Storm drafted script for PlanetHemp promotional video
Storm outreached to press, bloggers and influencers inviting them to attend the event | Storm followed up with all media post-event | Publications that attended the launch include:
PR ACTIVITY OVERVIEWTRADE OUTREACH
Storm outreached to all trade publications with Planet Hemp launch release | Storm has secured a total of 11 pieces of trade coverage to date with a combined reach of 664,162 people
Storm set-up exclusive with The Grocer | Due to a large amount of industry news the journalist pulled the article
Storm outreached to all trade media attending NOPE inviting them to visit the PlanetHemp stand
Storm secured interview opportunity with Beverage Innovation magazine | Storm liaised with client to draft copy | Storm shared coverage once appeared
Storm secured feature opportunity in New Food magazine ingredient supplement and shared coverage with client
Storm drafted copy for Natural Products magazine Product Showcase section
Storm drafted copy for Food & Drink Matters
MISC.
Storm arranged label printing for case barcodes and delivery to Newcastle
Storm arranged printing and delivery of branded collateral and leaflets for NOPE
COVERAGE OVERVIEW
A combined circulation of 9,364,162
A PR value of £38,927
A ROI of 3:1
78% ‘A’ media and 22% ‘B’ media
13 pieces of national, consumer and trade coverage
PUBLICATION: REUTERSTYPE: NATIONALCIRCULATION: 502,994PR VALUE: £13,500
PUBLICATION: BT ONLINETYPE: CONSUMERCIRCULATION: 8,700,000PR VALUE: £3,000
PUBLICATION: NEW FOOD MAGAZINETYPE: TRADE ONLINECIRCULATION: 1,367PR VALUE: £400
PUBLICATION: NEW FOOD MAGAZINETYPE: TRADE CIRCULATION: 13,594PR VALUE: £9,456
PUBLICATION: NEW FOOD MAGAZINETYPE: TRADE CIRCULATION: 13,594PR VALUE: £1,922
PUBLICATION: FOOD AND DRINK TECHNOLOGYTYPE: TRADECIRCULATION: 5,880PR VALUE: £380
PUBLICATION: FOOD AND DRINK TECHNOLOGYTYPE: TRADE ONLINECIRCULATION: 30,000PR VALUE: £200
PUBLICATION: FOODBEV TYPE: TRADE ONLINECIRCULATION: 50,000PR VALUE: £287
PUBLICATION: KAM CITYTYPE: TRADE ONLINECIRCULATION: 20,000PR VALUE: £1,000
PUBLICATION: NEW FOOD MAGAZINETYPE: TRADE ONLINECIRCULATION: 1,367PR VALUE: £200
PUBLICATION: FOOD MANUFACTURETYPE: TRADE CIRCULATION: 10,824PR VALUE: £2,211
PUBLICATION: BEVERAGE INNOVATIONTYPE: TRADE ONLINECIRCULATION: 9,188PR VALUE: £2,410
PUBLICATION: NATURAL PRODUCTS NEWS (MAIN)TYPE: TRADECIRCULATION: 5,354PR VALUE: £549
CAMPAIGN LEARNINGS
Having no samples meant that we were unable to begin our proposed blogger outreach
The lack of listings meant it was not possible to outreach to consumer media as their readers need to know where they can buy the products they feature
Moving forward we would look to place more generic hemp pieces with the feature written during the campaign
AUGUST 2016 PR REPORT
PR ACTIVITY UPDATEACCOUNT MANAGEMENT
Storm and client attended meeting on 11th August at Storm offices, London
Storm compiled end of campaign wrap report and shared with client
Storm drafted proposed recommendations for the continuation of PR support and shared with client
MEDIA OUTREACH
Storm drafted generic hemp release and sent to client for approval | Client provided feedback and Storm amended the release
Storm commenced blogger engagement programme and confirmed coverage across nine targeted health, fitness and lifestyle blogs with a combined monthly readership of over 614k people | Storm to continue to liaise with bloggers and update client as appropriate
Storm researched recent CBD coverage in the UK media and shared with client
Storm secured generic hemp coverage in September issue of Women’s Fitness | Storm to share coverage once published
MISC.
Storm sent Cacao Heaven and Forbidden Fruit product samples to Tom Holliday at Sainsbury’s
COVERAGE CONFIRMED
Unique monthly users: 287,490
Unique monthly users: 11,760
Unique monthly users: 6,060
Unique monthly users: 4,170
Unique monthly users: 100,650
Unique monthly users: 139,980Unique monthly users:
121,710
Unique monthly users: 4,170
Unique monthly users: 13,560
Monthly readership: 12,600
SEPTEMBER 2016 PR REPORT
PR ACTIVITY UPDATEACCOUNT MANAGEMENT
MEDIA OUTREACH
Storm reached out to lifestyle, health and food bloggers and shared coverage with client.
Storm outreached to influential social media accounts, including Natasha Corrett at Honestly Healthy (a renowned author and health food guru) who posted about Planet Hemp to her 66,000 followers.
Storm sold in the ‘generic hemp’ release. Pieces would be stronger with a listing to drive consumers to buy Planet Hemp products, but work well to raise awareness of the powerful benefits of hemp itself.
MISC.
Storm created Tree of Life Ecast.
Storm reached out to Jamie Oliver magazine in regards to trying Planet Hemp products.
PUBLICATION: HONESTLY HEALTHY (TWITTER)TYPE: SOCIAL MEDIACIRCULATION: 66,000PR VALUE: £9,900
PUBLICATION: ADELE LOUISE SMITHTYPE: BLOGCIRCULATION: 11,760PR VALUE: £600
PUBLICATION: ADELE LOUISE SMITH (TWITTERTYPE: SOCIAL MEDIACIRCULATION: 1,912PR VALUE: £287
PUBLICATION: ADELE LOUISE SMITH (FACEBOOK)TYPE: SOCIAL MEDIA CIRCULATION: 443PR VALUE: £66
PUBLICATION: HEALTHY FOOD GUIDETYPE: CONSUMER PRINT CIRCULATION: 31,055PR VALUE: £2,500
PUBLICATION: WOMEN’S FITNESSTYPE: CONSUMER PRINT CIRCULATION: 12,600PR VALUE: £900
PUBLICATION: THE YOUNG DOMESTIC GODDESS (INSTAGRAM)TYPE: SOCIAL MEDIACIRCULATION: 490PR VALUE: £73.50
PUBLICATION: THE YOUNG DOMESTIC GODDESS (TWITTER)TYPE: SOCIAL MEDIA CIRCULATION: 1,406PR VALUE: £210.90
PUBLICATION: THE YOUNG DOMESTIC GODDESS (INSTAGRAM)TYPE: SOCIAL MEDIACIRCULATION: 490PR VALUE: £73.50
PUBLICATION: THE YOUNG DOMESTIC GODDESS (TWITTER)TYPE: SOCIAL MEDIACIRCULATION: 1,406PR VALUE: £210.90
PUBLICATION: THE YOUNG DOMESTIC GODDESS (INSTAGRAM)TYPE: SOCIAL MEDIACIRCULATION: 490PR VALUE: £73.50
PUBLICATION: THE YOUNG DOMESTIC GODDESS (TWITTER)TYPE: SOCIAL MEDIACIRCULATION: 1,406PR VALUE: £210.90
PUBLICATION: SALAD AND SEQUINS (INSTAGRAM)TYPE: SOCIAL MEDIACIRCULATION: 616PR VALUE: £95
PUBLICATION: SALAD AND SEQUINS (TWITTER)TYPE: SOCIAL MEDIACIRCULATION: 687PR VALUE: £103
PUBLICATION: FOOD AND DRINK MATTERSTYPE: TRADECIRCULATION: 15,000PR VALUE: £400
PUBLICATION: WHILE I’M YOUNG AND SKINNY (TWITTER)TYPE: SOCIAL MEDIACIRCULATION: 6,837PR VALUE: £1,026
PUBLICATION: THE VEGGIE KITCHENTYPE: BLOGCIRCULATION: 1,440PR VALUE: £400
OCTOBER 2016 PR REPORT
PR ACTIVITY UPDATEMEDIA OUTREACH
Storm continued to reach out to lifestyle, health and food bloggers and shared coverage with client.
MISC.
Storm researched banner options for upcoming Food and Drink Matters Live show.
Storm amended Food and Drink Matters Live magazine copy.
Storm met with the client to meet the new head of sales and discuss 2017 planning.
Storm sent over a recap of current PR support programme and up to date coverage schedule.
PUBLICATION: MY FAT ME ANIA (TWITTER)TYPE: SOCIAL MEDIADATE: 25TH SEPTEMBER 2016FOLLOWERS: 1,746PR VALUE: £262
PUBLICATION: SALAD AND SEQUINS (TWITTER)TYPE: SOCIAL MEDIADATE: 30TH SEPTEMBER 2016FOLLOWERS: 678PR VALUE: £102
PUBLICATION: SALAD AND SEQUINSTYPE: BLOGDATE: 30TH SEPTEMBER 2016MONTHLY UNIQUE USERS: 4,170PR VALUE: £400
PUBLICATION: MY FAT ME ANIA (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 4TH OCTOBER 2016FOLLOWERS: 2,151PR VALUE: £323
PUBLICATION: CURIOUSLY CONSCIOUSTYPE: BLOGDATE: 10TH OCTOBER 2016MONTHLY UNIQUE USERS: 100,650PR VALUE: £500
PUBLICATION: MY FAT ME ANIA (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 24TH OCTOBER 2016FOLLOWERS: 2,163PR VALUE: £324.45
NOVEMBER 2016 PR REPORT
PR ACTIVITY UPDATEMEDIA OUTREACH
Storm continued to reach out to lifestyle, health and food bloggers and shared coverage with client.
Storm organised Christmas social media competitions with Green & Lean and Happy Skin Kitchen.
MISC.
Storm created Health Food Store advert.
Storm edited images for Health Food Store launch piece.
PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 2ND NOVEMBER 2016FOLLOWERS: 25,500PR VALUE: £3,825
PUBLICATION: FIT LASSTYPE: BLOGDATE: 2ND NOVEMBER 2016MONTHLY UNIQUE USERS: 1,320PR VALUE: £200
PUBLICATION: FIT LASS (TWITTER)TYPE: SOCIAL MEDIADATE: 2ND NOVEMBER 2016FOLLOWERS: 1,832PR VALUE: £274.80
PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 6TH NOVEMBER 2016FOLLOWERS: 25,500PR VALUE: £3,825
PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 7TH NOVEMBER 2016FOLLOWERS: 25,500PR VALUE: £3,825
PUBLICATION: HAPPY SKIN KITCHEN (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 8TH NOVEMBER 2016FOLLOWERS: 19,800PR VALUE: £2,970
PUBLICATION: FIT LASS TYPE: BLOGDATE: 9TH NOVEMBER 2016MONTHLY UNIQUE USERS: 1,320PR VALUE: £200
PUBLICATION: FIT LASS (TWITTER)TYPE: SOCIAL MEDIADATE: 9TH NOVEMBER 2016FOLLOWERS: 1,857PR VALUE: £278.55
PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 9TH NOVEMBER 2016FOLLOWERS: 25,500PR VALUE: £3,825
PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 10TH NOVEMBER 2016FOLLOWERS: 25,500PR VALUE: £3,825
PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 11TH NOVEMBER 2016FOLLOWERS: 25,500PR VALUE: £3,825
PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 12TH NOVEMBER 2016FOLLOWERS: 25,500PR VALUE: £3,825
DECEMBER 2016 PR REPORT
PR ACTIVITY UPDATEMEDIA OUTREACH
Storm continued to reach out to lifestyle, health and food bloggers and shared coverage with client, including A Daisy Chain Dream and Melissa Jane Lee.
Storm mentioned the Food & Drink Matters award win as ‘Company of the Year 2016’ when pitching for profile pieces.
Storm followed up with the Green & Lean team to ensure the Christmas giveaway post on Instagram went live featuring Planet Hemp.Storm also pushed for the post to be mentioned on parent company Honestly Healthy’s Twitter feed, which has a strong following.
MISC.
Storm created classified advert for Food & Drink Matters.
JANUARY ACTIVITY
Storm to follow up with bloggers who have received Planet Hemp samples and to continue blogger outreach.
Storm to commence consumer media sell in now listings have been confirmed, aiming for any last-minute healthy January inclusions.
Storm to present 2017 proposal to client at meeting on January 11th.
PUBLICATION: GREEN AND LEAN PLAN (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 8TH DECEMBER 2016FOLLOWERS: 4,909PR VALUE: £736.35
PUBLICATION: HONESTLY HEALTHY (TWITTER)TYPE: SOCIAL MEDIADATE: 8TH DECEMBER 2016FOLLOWERS: 68,500PR VALUE: £10,275
PUBLICATION: A DAISY CHAIN DREAM TYPE: BLOGDATE: 11TH DECEMBER 2016MONTHLY UNIQUE USERS: 11,220PR VALUE: £600
PUBLICATION: A DAISY CHAIN DREAM (TWITTER)TYPE: SOCIAL MEDIADATE: 11TH DECEMBER 2016FOLLOWERS: 6,039PR VALUE: £905.85
PUBLICATION: MELISSA JANE LEETYPE: BLOGDATE: 19TH DECEMBER 2016MONTHLY UNIQUE USERS: 7,140 PR VALUE: £400
PUBLICATION: HAPPY SKIN KITCHEN (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 19TH DECEMBER 2016FOLLOWERS: 21,200 PR VALUE: £3,180
JANUARY 2017 PR REPORT
PR ACTIVITY UPDATEMEDIA OUTREACH
oStorm continued to reach out to lifestyle, health and food bloggers and shared coverage with client
GENERAL
oStorm put forward a sampling opportunity with Instagram influencer Green & Lean (part of Natasha Corrett’s Honestly Healthy brand)
oStorm met with client to present its PR proposal for 2017, including:
Working with influencers to grow the ‘We Love Hemp’ community
Creating UK-based Planet Hemp Instagram and Facebook channels to help raise awareness of the brand in the UK and complement the recommended influencer activity
Big and creative ideas such as running an education-piece survey and launching the first ‘ungreasy spoon’ dedicated to hemp-inspired dishes
oStorm compiled website and SEO recommendations and sent to client for consideration
PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 26TH DECEMBER 2016FOLLOWERS: 31,900
PUBLICATION: HAPPY SKIN KITCHEN (INSTAGRAM)TYPE: SOCIAL MEDIADATE: ACROSS JANUARY 2017FOLLOWERS: 22,700
PUBLICATION: RHIAN WESTBURYTYPE: BLOGDATE: 19TH JANUARY 2017FOLLOWERS: 135,330PR VALUE: £1,000