Results and case studies

We're thrilled to announce the results of the CIPR Midlands PRide Awards 2016.

To view photographs from the night, visit the Steve Pope Photography website and do the following:

  1. Click on the 'Batch Download' link (right-hand side of page).
    A window pops up prompting for a password.
  2. Enter password: "PRide" (case sensitive).
  3. Select which images you wish to download.

Read on for the full results.

Note: All case studies are in PDF format and open in a new window.

Corporate and Business Communications Campaign

Gold winner:

  • Western Power Distribution
    WPD Apprenticeships - A Bright Career Choice

    This campaign demonstrated solid research, planning and messaging, implemented through an innovative use of a range of social media channels, both in data collection and implementation. A strong rationale and effective campaign timing led to a significant results, exceeding all targets and all achieved under budget.

    Case study

Silver winner:

  • Ibstock
    Brick is back

Finalists:

  • E.ON / Hill + Knowlton Strategies
    E.ON's Moments That Matter
  • Stone Junction
    Engineering Design for Life
  • The Marketing Pod
    Giving Flexibility Focus
  • The Marketing Pod
    The future of energy taxes: have your say

Internal Communications Campaign

Gold winner:

  • Melton Foods
    Cultivate - Sustainable Growth

    A strong, clear and well thought out strategy was evident in this campaign. The team successfully united the business through a creative rationale with both traditional and innovative tactics - which drove measurable behavioural change, through monthly, quarterly and annual milestones. The outcomes of the campaign demonstrated an outstanding level of internal engagement.

    Case study

Silver winner:

  • NHS Sandwell and West Birmingham CCG working in partnership with NHS Midlands and Lancashire CSU
    Creating an approachable and collaborative culture

Finalist:

  • University of Warwick
    Staff Awards 2016

Consumer Relations Campaign

Gold winner:

  • Willoughby Public Relations
    Bringing Back Fun House

    A superb consumer campaign centred on a clear understanding of the client's target audience, Willoughby Public Relations secured a PR moment of the year - bringing back TV's Fun House with Pat Sharp. They achieved solid national print outputs and equally impressive outcomes, cementing the client's brand values with its audience, resulting in a huge uplift in website traffic and social buzz.

    Case study

Silver winner:

  • Gough Bailey Wright
    Child Hotel Concierge at Drayton Manor Park and Hotel

Finalists:

  • Avon
    Avon's Perfectly Matte Lipstick is more matte than MAC
  • Cartwright Communications
    It's a family affair at Le Bistrot Pierre
  • Liquid
    Making maple a staple - a 36% uplift in UK sales
  • Vision Express & The Tonic Communications
    The Vision Express Vision Van

Community Relations Campaign

Gold winner:

  • NC Creative Group
    Save the Secret Garden

    This campaign demonstrated good research, planning and messaging, implemented in an extremely tight timescale through an effective mix of social media and traditional PR activity. Strong community engagement led to tangible results and the on-going sustainability of the Manor House and Garden – and all on a very small budget.

    Case study

Not-for-Profit Campaign

Gold winner:

  • NASUWT - The Teachers' Union
    Educating the UK

    An excellent campaign on all levels, with very clear messaging implemented after thorough research and planning. The campaign delivered and drove the news agenda around education in both traditional and social media, reaching new audiences and deepening engagement with the teaching community. Having been carried out with minimal budget makes the achievement of this campaign even more impressive.

    Case study

Silver winner:

  • Birmingham Children's Hospital Charity
    Birmingham's Big Hoot 2015

Finalists:

  • Rewired PR
    The Chewing Gum Action Group: tackling the issue of gum litter
  • Whistle PR
    Army Cadet Force - 'There's More to Life'

Healthcare Campaign

Gold winner:

  • Midlands and Lancashire CSU and George Eliot Hospital NHS Trust
    #jointeameliot Nurse Recruitment

    The #jointeameliot Nurse Recruitment campaign demonstrated great implementation of tactics that led to tangible and strategic outcomes. The insight to use existing nurses and midwives for the recruitment campaign meant endorsement came from the heart. The campaign was thoroughly researched and had three core messages that were carved to reach and have an impact on the targeted audience demographic. The judges were particularly impressed at how resourceful the internal communications team was with a small budget.

    Case study

Silver winner:

  • Vision Express & The Stroke Association
    Joining forces for a nationwide healthcare initiative

Finalist:

  • Gough Bailey Wright
    Ateronon's Older Actives

Integrated Campaign

Gold winner:

  • Whistle PR
    Bradstone - 60 Years of Garden Design

    This solid campaign was considerately planned, researched and used truly excellent integrated channels and concepts. After extensive research, the agency engaged with a celebrity partner that would bring the campaign to life and endorse the brand. This supported the objective to raise brand awareness of Bradstone in its 60th year. The judges were impressed that the entire campaign was designed, implemented, measured and met its objectives in just five months.

    Case study

Silver winner:

  • Gough Bailey Wright
    Webbs Garden Centres - Christmas 2015

Finalists:

  • Liquid
    Making maple a staple - a 36% uplift in UK sales
  • Rewired PR
    The Mailbox: Relaunching Birmingham's luxury shopping destination
  • The Marketing Pod
    Giving Flexibility Focus
  • The Marketing Pod
    The future of energy taxes: have your say

Low Budget Campaign

Gold winner:

  • NC Creative Group
    Save the Secret Garden

    Save the Secret Garden was an impressive campaign that met objectives in a short time on a low budget. With just two weeks to get public engagement, NC Creative Group had to get cracking. They moved quickly with their tactics and utilised an integrated campaign of digital and traditional communications, as well as public events. The campaign involved reaching communities to raise awareness of the proposed planning permission for a major extension, raising awareness of Solihull Manor House, along with a conversion from understanding to wanting to act. This fast-paced campaign engaged the community and target audience, enabling them to save its oldest building.

    Case study

Silver winner:

  • Cartwright Communications
    The Butterfly Project at intu Victoria Centre

Finalists:

  • Gough Bailey Wright
    Merlin Annual Pass January Sale
  • Grayling Midlands
    The Nation's Favourite Can
  • Syndicate Communications
    Giving a voice to Shakespeare's Celebrations

STEM Campaign

Gold winner:

  • spottydog communications
    The PitPat of a p-awesome new pet product

    spottydog communications demonstrated the importance of research and auditing existing channels, making changes as necessary to ensure that the campaign positioning and strategy would support the brief and objectives. The agency dealt well with the supply problems and produce recall, utilising professional and determined media relations to keep PR momentum. The campaign made great use of a variety of channels to reach and engage with their targeted audience.

    Case study

Silver winner:

  • Willoughby Public Relations
    Factory Stores: Manufacturing's Necessary Evil

Finalists:

  • Fresh PR
    EPLAN - efficient engineering
  • Fresh PR
    Powering on Megger
  • Stone Junction
    Ergonomics and Blue Lines
  • Stone Junction
    Fables of Automation

Arts, Culture or Sport Campaign

Gold winner:

  • Syndicate Communications
    Giving a voice to Shakespeare's Celebrations

    This entry is a solid example of a successful integrated campaign which gained sufficient noise against serious competition from prolific names such as Birmingham Library, BBC and ITV. It was clear Syndicate Communication researched and planned the campaign effectively to achieve the set objectives and then some, including a 28% increase in footfall at the weekend and named one of the top eight things to do that month. All in all, a positive birthday celebration for Shakespeare.

    Case study

Education Communications Campaign

Gold winner:

  • University of Derby
    Guide to Expertise: connecting the media with academic expertise

    The University of Derby thoroughly researched their six direct competitor universities to identify how they promoted their in-house experts and the coverage they had received. This research informed the campaign's strategy and asset 'Guide to Expertise,' which would be promoted as the media's 'University of Choice' for expert comment to raise the profile of their in-house academics and be a trusted resource. The judges were impressed by the results achieved in just nine months. All SMART objectives were exceeded, including overall media coverage increasing by 58% and media requests for expert commentary increasing by 61%.

    Case study

Silver winner:

  • Kinetic Communications
    Kiddiwash Clean Hands

Finalists:

  • NASUWT - The Teachers' Union
    Educating the UK
  • NHS Sandwell and West Birmingham CCG
    Developing the exceptional clinical leaders of tomorrow
  • Stafford College
    "Your college. Your career." - school leaver recruitment campaign

Best Use of Media Relations

Gold winner:

  • NASUWT - The Teachers' Union
    Educating the UK

    The impressive results made this a stand out campaign. Having the trade union trending on Twitter for six hours is incredible, especially when complimented with the array of high profile media interviews the campaign did. The campaign hit every single objective set and more, with the tactics used attracting just under 1,000 new members signing up to the Teacher's Union - much more than the Conference alone could have achieved.

    Case study

Silver winner:

  • Willoughby Public Relations
    Bringing Back Fun House

Finalists:

  • Birmingham Children's Hospital Charity
    Birmingham's Big Hoot 2015
  • Fleet Street Communications
    Booze is news – raising the bar for the UK's largest pubco
  • Liquid
    Making maple a staple - a 36% uplift in UK sales
  • Syndicate Communications
    Giving a voice to Shakespeare's Celebrations

Best Use of Digital

Gold winner:

  • Baddeley Brothers and spottydog communications
    This is a tale of many Baddeleys

    The judges were highly impressed by this solid campaign. It was refreshing to read an entry which focused on revitalising the 'dying' trade of print, as well as showcasing a family business using its history. The implementation of tactics showed thorough planning and execution which achieved positive results, demonstrating the importance and value of a 12-generation reputation.

    Case study

Silver winner:

  • West Midlands Police
    CSE Awareness Day

Finalists:

  • Development & Alumni Relations Office - University of Birmingham
    Digital Old Joe magazine for alumni and friends
  • Grayling Midlands
    Ketel One - 'World Class Brunch'
  • Liquid
    Making maple a staple - a 36% uplift in UK sales
  • NHS Midlands and Lancashire CSU
    Transforming the Royal Orthopaedic Hospital Website

Best Use of Social Media

Gold winner:

  • The Camping and Caravanning Club
    National Camping and Caravanning Week 2016

    This campaign engaged hard to reach audiences through a platform of different social media techniques. The judges were particularly impressed with the combination of social media and how these were integrated into a solid campaign that achieved great results with a limited budget.

    Case study

Silver winner:

  • Tank
    e2save's bit on the side

Finalists:

  • Balls2 Marketing
    Love your Garden with Composite Wood Company
  • Liquid
    Making maple a staple - a 36% uplift in UK sales
  • West Midlands Police
    Facebook Live
  • Willoughby Public Relations
    The #HiberNation

Best Use of Photography or Design

Gold winner:

  • spottydog communications
    Serving up Cocktail Couture at All Bar One

    The use of photography was a crucial element in the overall success of the Serving up Cocktail Couture campaign. The judges particularly liked the good use of research and clear identification of the audience demographic that fed a strong creative brief and delivered strong results that contributed to the success of the overall campaign.

    Case study

Silver winner:

  • Syndicate Communications
    Giving a voice to Shakespeare's Celebrations

Best Publication

Gold winner:

  • Willoughby Public Relations
    Installer's Choice

    Installer's Choice was a well-positioned publication meeting the needs of hard to reach audience. The judges were particularly impressed with the research that drove the positioning and the understanding of the readership that fed into the content. Considering engagement as a key objective for the magazine added a fresh dimension to the publication, which the evaluation demonstrated as being successfully achieved.

    Case study

Silver winner:

  • Western Power Distribution
    Powerlines

Finalists:

  • Fleet Street Communications
    The Oriental Food Report
  • Stone Junction
    Automated by EU Automation
  • University of Derby
    The University of Derby Magazine
  • West Midlands Police
    newsbeat daily

Best Event

Gold winner:

  • Birmingham Children's Hospital Charity
    Birmingham's Big Hoot 2015

    Innovative and engaging, Birmingham's Big Hoot put the Birmingham Children's Hospital Charity name in front of thousands of potential supporters. Well planned and executed, this creative event raised awareness of the charity amongst the target audience and, furthermore, translated into much needed donations.

    Case study

Silver winner:

  • Saint-Gobain UK and Ireland
    Saint-Gobain Innovation Centre Flashmob

Finalists:

  • Balls2 Marketing
    Promoting Irongate Live 2015: 1,000's of ideas. 52 Workplace experts. 1 Stadium.
  • NHS Midlands and Lancashire CSU
    Solihull Together for Better Lives Awards
  • spottydog communications
    Unlocking a new era of tech for Motorola VerveLife
  • West Midlands Police
    WMP2020 LIVE

Issues or Crisis Management

Gold winner:

  • Stafford College
    Post - Ofsted Communications Plan

    Stafford College developed a cost-effective project to address the lack of preparation to mitigate risk, control messaging to the press and protect brand reputation for colleges. The communications plan covered various tactics which, on completion, were evaluated and included in a report release, achieving the desired objectives. This campaign was a great showcase of how an in-house team closed the gap within the wider team on how to address a crisis internally – saving money in the future.

    Case study

Outstanding Young Communicator

Gold winner:

  • Oana Stroe MCIPR
    Stone Junction

    In a highly competitive year, Oana's passion for the PR industry shone through. Showing clear understanding of all the communications tools at her disposal, Oana creates engaging and technical PR campaigns that bring the subject matter to life, meeting the strategic objectives of both her clients and her agency. With an exceptional commitment to professional development, Oana's selfless managerial style and strong team ethic demonstrate her enormous potential to be a future leader of the industry.

    Case study

Finalists:

  • Adam Mallaby MCIPR
    University of Derby
  • Annie Brafield MCIPR
    Cartwright Communications
  • Natalie Merrix MCIPR
    Rewired PR
  • Rob Jones MCIPR
    Willoughby Public Relations
  • Tom Bower MCIPR
    Stafford College

Outstanding Independent Practitioner

Gold winner:

  • Stuart Baird MCIPR
    BakerBaird Communications

    The judges were exceptionally impressed by Stuart's experience and clear enthusiasm for the PR industry. Clearly dedicated to supporting local PR's in the Midlands, Stuart demonstrates a wealth of knowledge and expertise, which he strives to continuing adding to. The judges liked Stuart's outlook of believing he's as excellent as his last excellent job and that he's always a work in progress. Stuart provided a great example of the passion an independent practitioner should have.

    Case study

Finalist:

  • Nicola Davies Chart.PR, MCIPR
    Seaborn Communications

Outstanding In-House Public Relations Team

Gold winner:

  • University of Derby

    This team has a clear and focused approach, setting SMART objectives and delivering a measurable difference to the bottom line. They have made some big wins such as the iPhone addicts and Black Friday mailer incurring minimal cost and staff time but reaping some very strong returns. They've thought carefully about the needs of journalists and been proactive in offering news and stories such as the Snow Globe idea which was a highly creative way to attract the attention of journalists in a 24/7 media world - and no mean feat. The judges were particularly impressed by their assets based approach, exploiting their in-house spokespeople through the Guide to Expertise and bringing together the whole staff community in the "We heart academics" campaign. This is a team that understands the importance of integrated external and internal communications and they have combined the two to excellent effect. The judges can see this team going from strength to strength.

    Case study

Silver winner:

  • The Camping and Caravanning Club

Finalists:

  • Gallifordtry
  • West Midlands Police

Outstanding Small Public Relations Consultancy

Gold winner:

  • spottydog communications

    spottydog communications placed investment in people and identifying new talent at the heart of their business. Although they have grown rapidly, they have recognised the importance of strategic counsel in a business by securing a highly experienced Chair. A worthy winner.

    Case study

Silver winner:

  • Stone Junction

Finalists:

  • Balls2 Marketing
  • Fresh PR

Outstanding Public Relations Consultancy

Gold winner:

  • Fresh PR

    Fresh PR is this year's stand out agency. A significant increase in turnover over a three year period, a sizable CPD spend per head and a strong list of clients wins in the last year were just some of the factors which propelled them to win Gold. The judges particularly liked their targeted and successful approach to STEM industries and Fresh is very adept at delivering in this space, as was highlighted in the campaign case study.

    Case study

Silver winner:

  • spottydog communications

Finalists:

  • Cartwright Communications
  • Stone Junction
  • Tank
  • Whistle PR