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The work carried out by Eulogy! far exceeded our expectations. Since the inception of the PR programme there has been amplified interest in the Irish environment sector and Ireland has been identified as a pioneer of green solutions.
Emanuel Carvalho, UK Manager for Environmental, Industrial and Life Science
Enterprise Ireland
Enterprise Ireland
Green Ireland
With PR as the only marketing mechanic, Eulogy! helps Enterprise Ireland promote its portfolio of environment companies in overseas markets.
Objective
As the Irish Government agency for development, Enterprise Ireland’s mission is to help Irish companies grow and to expand into overseas markets. Eulogy! was appointed in March 2007 to promote its portfolio of environment companies, which operate in areas such as energy, waste management, recycling and water treatment. PR is the only marketing mechanic used by Enterprise Ireland and the campaign is currently on-going.
Objectives for 2008
- Raise the profile of Enterprise Ireland and its environment client companies
- Achieve the publication of an Irish Supplement, in one relevant trade title, that showcased the expertise of Enterprise Ireland's client companies
- Help Enterprise Ireland's clients, in the environment industry, secure UK based contracts
- Increase export levels from Ireland to the UK, in the environment sector, by 20%
Description
Eulogy! developed a creative communications programme that included events, building journalist relations and media relations that delivered a constant stream of news and thought leadership pieces.
Activity included:
- A press launch for Enterprise Ireland's Environment Directory, a database of environmental companies, to educate journalists about the agency's portfolio of companies.
- Thought-leading feature and comment opportunities in key primary trade titles including Recycling & Waste World, MRW, CIWM and LAWR.
- Regular trade journalist visits to Ireland, which resulted in positive features.
Results
March 2007- Jan 2008
- 93 pieces against a target of 36 OTS : 3,504,392
- Eulogy! persuaded three key titles (Recycling & Waste World, MRW, and Environment UK) to publish an Irish Supplement for the first time. All of which incorporated all key messages of the PR campaign
- The number of potential UK buyers increased by 160%
