1. we are effective

2. An award-winning public
relations, social media and
digital marketing agency
renowned for generating
results for our clients

3. 5
So what’s our philosophy?
It’s simple ...
we are EFFECTIVE
We proactively create and deliver
inspiring ideas and content that
engage customers and maximise
audiences, while protecting
reputations and building brands.
“
”

4. 7
So, what does it mean
to be ?
PR
Social Media
Digital
Email Marketing
Websites/SEO
Creative Design
Marketing
Integrated Campaigns
Crisis Communications
Always first
With ideas, with the news, first to
market, first to talk, and always
putting your reputation first.
Always visible
Through word, sight, sound, and touch.
We are visible at every step.
Always delivering
The stories, the success and the good
news, as well as managing the bad and
meeting your goals; there’s no question
we’re constantly delivering.
Always creating ideas
We excite and energise with ideas that
are relevant and forever engaging, that
have substance and deliver the message.
Always responsive
Ahead of the game, continually flexible,
forthcoming, sensitive and positive.
Always engaging
We might not be irresistible,
but we are charming, winning
and a little dazzling.

5. 9
PR
PR is no longer just about spreading the word, it’s
about a dialogue, engagement, and above all, building
and protecting reputations.
And it comes in all shapes and sizes – press releases,
blogs, social media content, website content, event
and stakeholder engagement to name just a few.
TheskilledandexperiencedEFFECTIVE teamcanhelp
you with all of these, shaping a PR strategy aligned to
your business and brand objectives.
At EFFECTIVE we have the creative flair to not
only craft the right messages, and perfect content -
we also get it out there, to the right people and at the
right time.
There are more publications, radio stations,
TV channels, and online platforms than ever
before. It is a crowded marketplace with literally
millions of messages fighting against each other to
get through.
We help our clients cut through all that noise by using
our unique knowledge to maximise the full range of
platforms, connecting and engaging audiences with
all the right messages.
PR is still a critical tool in the communications tool
box. It is a powerful medium to deliver your message
and carries huge importance and credibility in the
eyes of the audience.
By developing the perfect content for all channels
we will EFFECTIVEly bring your brand to life.
PR is no longer just
about spreading the
word, it’s about a
dialogue

6. Social media is a new
way to talk to people
and express emotions
11
Social Media
Social media enables people to engage and post a
whole range of thoughts and emotions to a truly
global audience.
It provides a huge opportunity to talk to
your customers in a personal and direct way, and
vice-versa.
Social media has become the key ingredient in modern
brand communication and has shaped how we all
speak to our customers.
It is a fantastic way to personalise yourself and bring
out your real brand identity. Social media provides the
perfect opportunity to put yourself in front of your
audience without advertising or a hard sell. You can
find out what interests your customers, and you can
engage with them.
Most businesses know they should be ‘on’ social
media but don’t have the time or the ideas to post
the content.
This is where we come in. We can write content, plan
updates and schedule uploads... yes, we really can do
it all. All you need to do is sit back, relax and watch the
conversations take place!
It doesn’t stop there, we monitor (for good and bad
feedback), find out perceptions, and see what people
are saying about your brand.
And don’t forget one other critical reason for using
social media – you can use it to drive new customers
to your website – what’s not to like?
So, if don’t have the time or the creativity for
social media leave it to the EFFECTIVE team.

7. can create a look,
feel and emotion
for your message
Digital
The digital marketing phenomenon is the new piece
of the marketing jigsaw.
It makes use of all things technical (smartphones,
mobiles, laptops, tablets, and websites) to engage
with your audiences at a time and a place that is
appropriate and convenient to them.
We use technical wizardry to work out when
your audiences would most like to receive
information and how.
We shape strategies accordingly, advising and helping
clients to promote their content and messages via all
of the online and digital platforms and devices.
This could come in many forms – an optimised website
to ensure you top the search engine rankings, a
promoted tweet, an SMS, an online advertising
campaign, or a personalised email campaign which you
can monitor and track.
Many of our clients talk about the importance of
return on investment and evaluating the success of
their PR and marketing campaigns.
The very nature of digital strategies and campaigns
mean that we can track the success of our activities
down to a single click to a website.
EFFECTIVE has invested heavily in developing software which enables
us to measure, measure and measure again. And once we have measured,
we report back with our evaluations and our recommendations.
Nothing gets done just for the sake of doing it.
13

8. 15
there’s more
We can help
you reach your
target audience
More and more clients want our help with email marketing, websites and campaigns
such as Search Engine Optimisation and online advertising. This is how we do it.
Digital
Email Marketing
Email marketing is a guaranteed way to reach
your audience.
We work with clients to develop their email databases
and then create and write newsletters and emails which
are personalised to the recipient, and don’t end up
in their spam.
It gets better. Using special software, we are then able to
track what the recipient does with the email, when they
openedit,didtheyforwardit,oreven,diditbounce?Then,
we produce a report with our recommendations, giving
our clients a unique insight into the EFFECTIVEness of
the campaign.
Websites/SEO
One of the biggest problems organisations face is a lack
of time, especially to manage, maintain and promote
their website. And there’s nothing worse than going to a
website with out-of-date content.
We can do this for you. If we’re writing fresh content such
as press releases, let us upload it to the website.
And there’s more. Using the likes of Google Analytics
software, we can make recommendations to you on the
use of key words (Search Engine Optimisation) and Pay
Per Click campaigns, helping to increase the right kind
of visitors to your site, and helping its performance with
search engine ranking.
Make sure your website makes the right impression - and
is found before your competitors’.

9. 17
Nowadays people
expect more from
creative design than
just pretty pictures
Creative Design
Content may be king but creative design is the
heir apparent.
How an organisation looks and presents itself
has never been so important in our increasingly
disposable, here-today, gone-tomorrow culture.
EFFECTIVE has evolved and developed its creative
services to support its content-led activities.
These now include strategic brand creation, review,
and implementation, brand design, logo development,
advertising campaigns, marketing campaigns and
online web designs.
We fully recognise that people expect more
from creative design than just a nice message or
pretty pictures.
They want to be wowed, invigorated. They want
creatives that make a statement, shock, excite, amaze,
astound, energise, inform, delight, thrill and provoke
thought.
Well, EFFECTIVE does all this and more!
The design team creates what you want, along with a
few additional ideas just in case.
The team has the agility and the ability to get under the skin
of your message and create individual or integrated concepts
that will be more than just EFFECTIVE.

10. 19
We use an award winning
integrated approach
utilising a range of
marketing tools
Marketing
Extra sales, more leads, increased market share –
whatever your goals, you need a marketing strategy
to achieve them.
A marketing strategy is your road map, it’s your Sat
Nav, it’s your personal tour guide.
It tells you where you’re going, what you’ll need,
and how long things will take. If you don’t have a
marketing strategy, how do you know you will reach
your destination?
An EFFECTIVE marketing strategy goes beyond
just developing a road map; we create your
marketing ideology.
To do this we will sit down with you and fully
understand your brand, your unique propositions,
your goals and your objectives.
We will gain an understanding of where you want
to get to and then advise you on how best to get
there in the most efficient and cost-EFFECTIVE
manner while constantly assessing the critical return
on your investment.
This strategy becomes the bedrock on which we
build your plan and your campaigns. We use an
award winning integrated approach using a range of
marketing tools such as PR, above and/or below-the-
line advertising, social media, digital marketing, direct
marketing, web, print, mobile, or whatever the next
big thing might be!
So, whether your goal is to increase sales, gain competitive advantage
or increase brand awareness, we will create a fully integrated strategy
to deliver your marketing message EFFECTIVEly.

11. 21
From an eye-catching
tweet to
multi-platform
campaigns
Integrated Campaigns
Being truly EFFECTIVE in today’s market needs a clever combination of modern
marketing tools to get your brand heard. And EFFECTIVE has the right royal
credentials to achieve this. Depending on your goals and target audience we use a
combination of PR, social media, SEO, digital and creative advertising know-how to
produce bespoke materials.
Some clients use all of our skills, others pick and choose.
Whatever the need, we will make your brand EFFECTIVE.

12. 23
Crisis Communications
As Warren Buffett stated: “It takes 20 years to create a reputation and five minutes to ruin it”.
Of course, no one wants a crisis, but they do happen. And more often than not, you will be judged on
how you dealt with that crisis rather than the crisis itself.
The EFFECTIVE team has substantial experience of how the media works, particularly during a crisis.
We use this knowledge to advise clients on how to plan and manage their communications around
a crisis, working to ensure that their reputation is protected at all costs.
We prepare by...
Evaluating the situation using tactical
decision-making to help us identify if we are
in a crisis or if one is pending which can be averted.
We check...
What does this mean for the client? Is it high
or low risk and therefore what type of strategy
and action plan do we need to adopt?
We always...
Respond quickly and appropriately, and we
face a public challenge with facts, dignity and
reputation credibility.
We act to...
Avoid any negative outcomes at all costs, and
set in motion factors designed to combat a crisis
and to lessen any damage.

13. How we
have made a
difference

14. Creation of a ‘Question of Sport – Mystery Guest’
style Youtube video starring Sam Warburton
encouraging fans to guess the celebrity for the
chance to win VIP 6Nations rugby match tickets.
Mini-Mecompetitionsearchingforjuniorlookalikes
for the Cardiff City football team – which appeared
on Sky Sports.
Social Media campaign content plans written,
scheduled and managed along with competition
entries for Mystery Guest and Mini Me.
Achieved widespread community PR coverage by
managing the presentation of turkeys to homeless
charities at Christmas and sums of money given to
community groups across South Wales.
Wrote, delivered and managed consumer
e-newsletter highlighting the Peter’s ‘Win a Car’
On Pack Promotion. A digital and social media
element was at the heart of all PR campaigns to
increase following and brand loyalty.
Background to the project
Peter’s Pies is one of the leading food manufactures
in Wales and its pies have been a favourite at meal time
for many years. Peter’s wanted to raise its profile with
younger consumers and reinforce the company’s proud
Welsh roots - while portraying themselves as a fun,
energetic and successful business.
How we made a difference
Peter’s believes its six percent rise in sales in
2013-2014 compared to the previous year was
fundamentally due to its integrated PR, Digital and
marketing campaign. As well as 81 pieces of online and
print coverage, Peter’s witnessed an unprecedented
77.3% increase in Twitter followers and a 62.4%
growth in Facebook ‘Likes’ during the campaign.
How we did it
27
CASE STUDY
Luv Wales,
Luv Peter’s
Integrated Campaign

15. 29
CASE STUDY
RHS Flower
Show Cardiff
Background to the project
EFFECTIVE Communication was engaged to help drive
visitor numbers to the 2014 RHS Flower Show,
with a secondary objective of increasing the Royal
Horticultural Society’s profile and its charity status.
How we made a difference
EFFECTIVE achieved all KPIs agreed with the RHS - 9 out of
10 were exceeded
90% of articles contained at least four of RHS’ five key
messages
101 pieces of coverage were achieved, including coverage on
The One Show and Daybreak and the Daily Express
533 tweets used the hashtag #RHSCardiff during the show.
Tweets from six key influencers alone equated to a total of
212,700 impressions
In total, the campaign generated 7,751,140 Opportunities To
See (OTS) in print, 103,575,558 OTS online, 5.5 million on tv,
140,000 on radio
2014 attendance was 3% up on 2013
A record number of people searched for ‘RHS Show Cardiff’ in
2014 on Google, the highest since the show began in 2005, up
from 82,600 on 2013 to 126,000 in 2014
Advance ticket sales up 13% from last year
What we did
Acted as bilingual spokespeople for the show
Managed media throughout the weekend including all
interview/filming requests
Undertook research into media lead-in times to ensure
timely content
Using our contacts we were able to work with Cardiff
Metropolitan University to gain access to academic research
into gardening, health and wellbeing for news pieces to
promotetheshowdates.WealsopartneredupwiththeCardiff
Marriott Hotel to secure high profile editorial competition
coverage on a key gardening website
Community events including a schools’ wheelbarrow
planter competition.
Engaged with key influencers in tourism, weather and
gardening on social media.
Worked creatively to secure and draft non-listings coverage:
Edible flowers features in food pages
Wedding flowers features in bridal magazines
Best hidden Welsh gardens in weekend magazine
supplements
Celebrity interview features on favourite Welsh gardens
Beauty features on the science behind floral ingredients
Garden Trends for 2014 in homes and
interiors supplements

16. Award
winning
EFFECTIVE
team
9 CIPR ‘Gold Awards’ in 3 years including
‘Outstanding Agency in Wales 2014 - 15’

17. 029 2083 8310
BeEffective@effcom.co.uk
46-48 Cardiff Road
Llandaff
Cardiff CF5 2DT
www.weareeffective.co.uk
/effectivecommunication
@effcomPR
effective communication