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sneakyPEEKS CUNNINGLY GOOD PUBLICITY

Peek Behind The Publicity Machine

Inside Global Mission. Global Vision Room with a View Results on Display for Running Social Sea-ing Results In Good Frame Looking Back


Global Mission. Global Vision. Assist with a global mission that might just help secure the future of the planet? We’re in!

When Volpa was asked to get involved with The iCONic Project, which is working to save some of the world’s most important trees from extinction, we jumped at the chance to put our global outlook into action. Initially guiding the organisation in the development of a communications strategy that set out and prioritised its key messages, this collaborative project run by Royal Botanic Gardens Edinburgh, Perth & Kinross Countryside Trust, Forestry Commission Scotland and the International Conifer Conservation

Programme, is cementing its position at the forefront of the global conservation community. Through the development of an online platform, social media communities, email marketing campaigns and a targeted media approach, The iCONic Project has already been successful at engaging a small but influential audience that spans continents, generating coverage in technical forestry publications as well as mainstream media, both in Scotland and internationally.

On Social Media: Facebook.com/btciconic

Room with a View

Eye For Detail

You never know what you never know. At least that’s the approach Volpa took recently when two of our team members embarked on a new Hootsuite University course on social media management. So now we’re proud to house not just one but two Hootsuite Certified Professionals in our den, bringing significant business benefit to our social media clients in their campaign planning and execution on social media channels.

The last few years have been challenging times for tourism businesses... Against this backdrop, Volpa started work with private hotel operator Scott Hotels which owns three distinct properties. From the hugely popular Angus Hotel in Blairgowrie, to the remote Morar Hotel on the West Coast, and the unique country house property, ideal for weddings, Tinto House, our brief was as extensive as the geographical distance between the three hotels.

Over the past eighteen months Volpa has worked with the owners to successfully rebrand and reposition Tinto House as an exclusive use wedding venue, refresh the marketing of Morar, generating accommodation demand from its core market of tour operators for 2015 and beyond, and streamline the marketing approach for The Angus Hotel to maximise its profitability and reach.

On the Web: MorarHotel.com ~ TheAngusHotel.com ~ TintoHouse.com

What the Dog Saw Being a creative bunch, Volpa can take inspiration from a wide variety of sources. And our two furry team members, Molly and Toby, have recently inspired Tricia to develop a new blog on what dogs can teach us about business (yes, really). Already proving to be a popular read on the blogosphere, The Dog’s Business (thedogsbusiness. blogspot.com) has a long way to go to eclipse Tricia’s original blog, Nobody’s Business But Your Own (volpagirl.blogspot.com), which has a regular following of readers interested in the latest commentary on developments in marketing, enterprise and customer service. Worth a read, as they say on Twitter.


Results on Display for Running Social The growth and development of social media has fundamentally altered how businesses communicate with customers and the gap continues to widen between those businesses who have embraced social media and those who have not. Identifying the strength of emerging communication channels, Perth & Kinross Council knew social media would play a central role in helping them set out to break a world record for holding the world’s biggest Kilt Run. Part of the Queen’s Diamond Jubilee celebrations, Perth’s target was to beat its Canadian’s namesake with more than 1089 kilted runners completing the 8km course. Volpa was tasked with the creation and development of Perth Kilt Run communities on Facebook and Twitter in the run up to the event. Results demonstrated that social media drove over 45% referral traffic to the event’s registration website and, despite pre-registrations in excess of the record numbers, 1073 people turned up on the day to participate, missing the World Record by just 16 people. One of Perth Kilt Run’s sponsors, Run 4 It, a specialist running retailer with shops all over Scotland, spotted the value of social media in generating sales and customer

On Social Media: Facebook.com/Run4It

engagement. After completing Volpa’s Social Media Camp earlier in the year, they identified a need to take their social media marketing to “the next level”. Tasked with developing a social media strategy for their 24 Days of Christmas competition, the brief was clear: increase engagement on both Facebook and Twitter, increase followers and drive sales, both online and offline. Getting down to a military level of campaign planning and execution, Volpa analysed Run 4 It’s social media analytics to devise a schedule that would maximise reach and impact, developing almost 500 unique messages which were delivered over just 24 days. The results spoke for themselves. Web traffic was up 187% on the same period the previous year, with Facebook traffic growing by 8680% and outperforming Google advertising results by a ratio of 4:1. Online sales grew by 30% on the previous year and, in the retail stores, sales targets were exceeded by more than 10%.


A Sight to Behold The Enchanted Forest has worked with Volpa since 2008. Celebrating its 10th Anniversary in 2012, the event attracted over 40,000 visitors to its 2013 show. This stunning spectacle of brightly lit trees has its roots, however, in a much smaller event with just 1500 visitors attending its launch in 2002. When Volpa was brought on board in 2008, the event was perceived to be operating at its capacity of just 15,000 visitors. Delivering year on year increases in audience figures, Volpa has worked with

the event operators to continually push the boundaries of this popular annual event, developing creative marketing campaigns that capture the imagination of the visiting public and which have been instrumental in the event’s success and its positive impact on the economy of the local community.

For Your Eyes Only: The Enchanted Forest at a Glance Attendance:

40,030 in 2013, a 32% year on year increase in visitor numbers

Economic Impact:

Estimated to be circa ÂŁ2million per annum

Social Media:

13500 (very) engaged Facebook Fans and 2000 fabulous Twitter followers.

Press Coverage:

The event attracts local, national and international coverage as well as commanding a prime position in VisitScotland’s annual Autumn marketing campaign.

On the Mantelpiece Scottish Thistle Awards VisitBritain Marketing Award Regional Winner 2012, National Finalist 2012 Scottish Event Awards: Best Marketing Strategy, Winner 2009, Commendation 2010, Commendation 2012 UK Event Awards: Best Marketing Strategy Finalist 2010


Sea-ing Results

In December 2010, St Andrews Aquarium appointed Volpa with a brief to co-ordinate their marketing activities and increase business turnover by 20%. Work began on the rebrand in January 2011. Reviewing the Aquarium’s trading history demonstrated a steady decline in both turnover and visitor numbers. Management were eager to reverse this trend.

was announced earlier in the year, and has attracted celebrity interest including a visit by the current British Wimbledon Champion’s mother, Judy Murray, after whom one of the penguins is named.

Volpa could see there was a commercial imperative to develop a strong brand identity, which could be used consistently on all marketing materials, signage and throughout campaigns in order to drive visitor numbers up and increase revenues. Over the course of 2011, the revenues of St Andrews Aquarium rose by 46% - an incredible result in any year for a business which is over 20 years old, not to mention during a recession. This incredible growth pattern has continued throughout 2013 as a very secret p.p.p.project to welcome the a waddle of Humboldt p.p.p.penguins to the Aquarium On the Web: StAndrewsAquarium.co.uk

In Good Frame Need the inside track on cycling events in Scotland? Well Volpa is definitely in the frame. Successfully retaining the contract to handle the public relations for the Marie Curie Cancer Care Etape Caledonia for a sixth year, now one of the biggest closed road cycling sportives in the UK, Volpa were delighted to see the 2013 event sell out in just under 72 hours. This overwhelming demand is testimony to the quality of the event that welcomed sports celebrities and over 5000 participants and their families to the Highland Perthshire area on May 12th 2013.

Keeping our wheels spinning, Volpa also manageed the local marketing and public relations for one of the UK’s biggest operators of mass participation sporting events, Human Race, to launch and develop their Cycletta series in Scotland. Cycletta Scotland, which is specifically designed for female cyclists of all abilities, took place at Scone Palace on September 15th 2013 with over 600 female cyclists registered to take part, surpassing all expectations for the event and placing as the second biggest Cycletta event in the UK.

On the Mantelpiece: Scottish Event Awards Winner PR Strategy of the Year 2010 for Etape Caledonia


On the Big Screen It’s not often you are asked to work with a Hollywood superstar. But after several years of fundraising, when The Birks Cinema was ready to opens its doors to the general public, they called on Volpa to help them roll out the red carpet and cause some fuss – Hollywood style.

Opening in April, Volpa co-ordinated the media relations, and was integral in securing a transatlantic “Good Luck” message from Hollywood actor Alan Cumming OBE that was broadcast on opening night. Later the same year, Volpa secured agreement from Alan to formally open the cinema in a glitzy black tie event that took place on St Andrews Day.

Photo: Kevin Garcia

In the words of Alan Cumming (and feel free to add corresponding hand gestures) We are INVINCIBLE!

Looking Back… Walt Disney once said “You may not realize it when it happens, but a kick in the teeth may be the best thing in the world for you.” Sometimes looking back can really put things in perspective.

Oh, and we’ve won a few awards along the way as well, which meant there was no shortage of champagne with which to celebrate: RAR Awards Finalist:

Volpa celebrated its Tenth Anniversary in 2012 – and we had some serious achievements to celebrate. When it comes to understanding how to start and grow a business, we’ve been there, seen it, done it. It’s probably why

So we looked back at what we’ve achieved, feel we’ve made a good start, and have now got very exciting plans for our future.

Best for Events Scottish Event Awards Finalist: Event Professional of the Year Scottish Thistle Awards Regional Winner: VisitBritain Marketing Strategy of the Year

we can empathise with our clients’ drive

Scottish Event Awards Commendation:

and commitment to building a successful

Best Marketing Strategy for The Enchanted Forest

business.

The Drum Marketing Awards Finalist:

From making the jump from sole

Re-Brand Strategy of the Year for St Andrews Aquarium

proprietor to grown up limited company,

Perthshire Chamber of Commerce Awards Finalist:

no employees to a whole team, from no clients to many, over the last ten years

Marketing Star Award for Perth Kilt Run

we’ve been up, we’ve been down and

Association of Scottish Visitor Attraction Awards Finalist:

we’ve kept going.

Marketing Strategy for St Andrews Aquarium


Peek at the Publicists Tricia “It is not the strongest of the species that survives, nor the most intelligent... it is the one that is the most adaptable to change”. (Charles Darwin) Tricia’s probably at her happiest when she’s on a beach, wearing wellies and walking the Volpa Dogs, Molly & Toby.

Kirsten sentence for maximum effect) then stand back and observe the master at work. Tricia handles complex challenges with admirable ease, which is not surprising when you find out she’s most inspired by the decisive, definitive, Queen Elizabeth I.

However if you want to see her really excited, just mention the words marketing, social media or public relations (or all three in the same

Hakuna Matata: A problem free philosophy. And with Kirsten, that’s just what you get. Joining Volpa in January 2012, initially on work experience, we felt her career induced addiction to twitter and all things social could be put to best use by employing her permanently. So, clutching her public relations degree from Robert Gordon University, she joined the team and now lives a double life as

The Look of Love When Volpa was tasked with taking on a Guinness World Record attempt for the World’s Largest Tree Hug, it didn’t take us long to step up to the challenge. Designed to launch Scotland’s Tree Trail, the event took place simultaneously at 10 different sites across Scotland on Sunday 1st December 2013 and stormed past Forestry Commission England’s current record of 702 huggers with an impressive 931 tree huggers. Scotland’s Tree Trail, who organised the attempt, are now considering whether to submit their claim on the title to Guinness World Records for official recognition. A pending counter claim for the record by the US state of Oregon, coming in at 951 huggers just 20 more than Scotland, means the new owner of the record hangs in the balance. Watch this space….

twitter character @nellytheseal, is a consummate expert in Facebook, is one of Scotland’s very few Certified Hootsuite Professionals and ensures the online world gets our press releases delivered straight to their social walls through a variety of tried and tested methods.


HOLD THE BACK PAGE Sometimes it can be really easy to forget the basics when you are so focused on the bigger picture. But with our eye to detail, you can be assured we won’t leave anything to chance. So here’s the detail on how to get in touch with us (if you like what you see, of course!)

Call Us (Ring Ring….. Hello, Operator? Give me atlantic overseas….) 01738 658187 Our Website (dubya, dubya, dubya dot…. Oh, hang on. That’s George Bush….) www.volpa.co.uk Facebook Us (Like! Share! Poke! We love to Facebook…. .) www.facebook.com/volpagirl Tweet Tweet (Keeps us chirpy……) www.twitter.com/VaVaVolpa Visit Us (Bring Cake…. . We’ll make the tea.) Suite 2/11B, King James VI Business Centre, Friarton Road, Perth, PH2 8DY. Email Us (Ping! You’ve got mail! We love that film.) t.fox@volpa.co.uk

Cunningly Good Publicity


Sneaky Peeks 2014