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Case studies

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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


Holiday parks – changing public perceptions

The National Caravan Council, the UK’s trade association, asked Nicola to communicate the pleasures of camping, caravanning and lodge holidays to the British public.  Its Freedom to Go campaign is intended to reach new and younger families and to tackle negative perceptions.  To achieve credible share of voice, Nicola used national newspapers, women’s magazines and well-respected websites.  The PR campaign contributed to astonishing digital results in the first year:

  • 1 million unique website visits
  • A database of 35,000 opt in’s
  • A social community of 49,000
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