Powerful PR puts Specsavers stores in the frame

AT A GLANCE

Freshwater raises the profile of the community-driven work of the 52 Specsavers stores in Wales through press and social media.

HIGHLIGHTS

20+ years

longstanding client relationship

52 stores

delivering PR and social media services to all Specsavers stores in Wales

100+

pieces of coverage secured every year

BRIEF

To deliver storytelling services for Specsavers across press and social media and build and train a network of community champions to help activate the brand’s ‘pillar of the community’ ethos.

DELIVERY

Freshwater develops tailored communications plans, working in tandem with the national PR team and the stores in Wales, to promote Specsavers’ expertise in eye, ear and domiciliary services.

Communication focusses on clinical expertise and community outreach to enhance Specsavers’ brand personality as a force for good.

Examples of activity showcasing clinical expertise include the patient case studies of Brett Exton; whose cancerous eyelid tumour was first spotted by an optometrist, and Karen Richards, who was found to have a rare tumour after a sight test. Both stories secured national UK coverage in the Independent, Mirror and Mail Online, as well as Wales Online.

Clinical expertise is also profiled through professionalism stories, such as the £700,000 relocation of a store, or store expansions.

Freshwater also drives the development of a network of community champions in stores, supporting them to participate in groups on Facebook to further share messages about the work each store delivers in the heart of their community conversations.

RESULTS

In the last year:

  • 280+ pieces of coverage – with positive year-on-year growth
  • Reach in excess of 23 million (equivalent of hitting the total population of Wales 7.4 times a year)
  • 82% positive sentiment, 18% neutral and 0% negative
  • 77% share of voice

CONTACT

Kate Harvey

Director
029 20 30 40 50

Client

Specsavers

Related services

    • Public Relations
    • Communications Strategy
    • Campaign Planning
    • Social Media Marketing

Sectors

    • Healthcare
    • Leisure & retail