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Challenge

To inspire creative people aged 18 to 30 to set up in business in memory of aspiring fashion designer Mimi Watts, who tragically died in a snowboarding accident.

Solution

Bringing entrepreneurs stories to life, our team attracted national media and key influencers including Dragons Den’s Kelly Hoppen MBE to support the first event of its kind for the charity.

Result

The event was a resounding success with £2,750 donated to the charity, 15 young entrepreneurs applying for funding and the charity’s followers increasing by 64%.

Good Story

Key Facts:

  • A three-day Festival of Creativity took place in a remote Suffolk location.
  • Kelly Hoppen MBE tweeted support to her 79,000 followers.
  • Editorial coverage reached an audience of 200,000, including BBC Look East and ITV Anglia.
  • 300 members of the public visited over the weekend including the Minister of State for Skills & Enterprise.

Our Brief

Following Mimi’s tragic death, her brother, Rory vowed to set up a charity in her name, giving young people business advice and support.

Good Story trustees wanted to bring the charity to life at a three-day Festival of Creativity to inspire creative people aged 18 to 30 to set up in business and:

  • Position Good Story as a charity with national importance
  • Increase festival visitor numbers
  • Raise awareness of the charity’s mission to help creative entrepreneurs
  • Generate positive press coverage
  • Increase engagement on social media.
Good Story

Solution

The creative industries contribute £71.4 billion to the economy and this research helped to reach key influencers including Dragons Den’s Kelly Hoppen MBE when our team boosted interaction on Twitter.

Developing a PR and Event Plan, we raised the event’s profile through:

  • Media relations – we strengthened relationships with the most influential media, selecting editorial and broadcast  platforms to attract large audiences
  • Social media engagement – our team managed the charity’s Twitter feed and achieved online endorsement from Kelly Hoppen MBE
  • Story Telling – Using our story telling skills, we wrote case studies to bring entrepreneurs stories’ to life.

Results

The event was a resounding success with editorial coverage reaching an audience of 200,000, including air time on BBC Look East and ITV Anglia. Features included a front page mention on the East Anglian Daily Times and BBC News online.

As a result, 300 members of the public visited over the weekend with £2,750 donated to the charity and 15 young entrepreneurs applying for funding.

Kelly Hoppen MBE tweeted support to her 79,000 followers and the charity’s followers increased by 64%.

 

Reflection PR helped us achieve massive success at our Festival of Creativity. It's very hard to bring such a large number of people to such a remote location, but thanks to their help we managed to attract hundreds of guests. We were able to bring government ministers, celebrities and business moguls into the conversation about our work, giving us a much needed platform for promotion.

Rory Watts, Founder, Good Story

Suzy Pettican

Talk to our expert
Suzy Pettican

As former Trustee of Red Balloon charity, Suzy has first-hand experience of building charities’ profiles.

In Summary

Client: Good Story
Sector(s): Charity
Service(s): Event PR, Media Relations, Social Media Management

Challenge

To inspire creative people aged 18 to 30 to set up in business in memory of aspiring fashion designer Mimi Watts, who tragically died in a snowboarding accident.

Solution

Bringing entrepreneurs stories to life, our team attracted national media and key influencers including Dragons Den’s Kelly Hoppen MBE to support the first event of its kind for the charity.

Result

The event was a resounding success with £2,750 donated to the charity, 15 young entrepreneurs applying for funding and the charity’s followers increasing by 64%.