Our client, www.verumar.com, offers consultancy, thought leadership and change implementation in the Blue Economy Sector. Having successfully implemented a programme of work focused on sustainability for fisheries in the Philippines, they wanted to share their achievements and findings and to celebrate the success.
The Client Aims
Our Client aimed to share the outcomes of the programme through a whitepaper launch and marketing campaign to attract new clients in the sector. The aims for marketing and press comms were to:
The Service Engaged
To achieve their marketing and PR aims, the organisation commissioned the work of the Mirabilis Marcoms and Media Lead combined with the work of Mirabilis Associate journalist and copywriter, Andy Wasley, and Brand Design/Website Development Associate Partner, Lamerton Creative.
Marketing and Press Communications
We manage Marcomms and PR, and write copy for marketing and press purposes with the audience at the centre of the thinking. Working with CX and UX personas, we weave narratives around facts to make copy compelling to identified audiences. For this project, we provided traditional, digital and social media communications services:
Marketing planning and management
Working with work package leads on the programme which led to the whitepaper, we planned a media pipeline starting with a webinar launch of the whitepaper and accompanying brochure and including a plan for the roll out of articles and press releases based on the whitepaper launch itself and topics within it that lent themselves to specific findings and outcomes articles. For instance, illegal fishing practices, technology advances to support fisheries management and ocean health, earth observation, employability and leadership opportunities for women in the industry.
Outlets and Writers
We identified press partners and outlets for the copy to be produced, matching potential writers and outlets against target audiences. A key outcome of this work was the development of a partnership between the client and a large media outlet.
Mirabilis worked with Verumar partners such as UK Space Agency, to ensure that PR aligned to partner agreement and could be used in their PR as well as that of Verumar to get reach to their target audiences.
New Website Design and Development
Lamerton Creative, our Brand Design/Website Development Associate Partner, led on the re-design of the website with the aim of accommodating news articles which was achieved.
Website News Pages Copywriting, and News Article and Press Release Creation
Mirabilis and Andy Wasley produced copy for the webpages and also news site articles and press releases for the new news area of the website, and for the project partners PR teams.
Also included, according to month-by-month requirement request, the ongoing delivery for:
The launch webinar was attended by leading players in the blue economy sector, government officials and donors and the whitepaper has been downloaded by more than 250 people. The website and news information has been used in business development and opened doors to government and industry in 2 more countries in the ASEAN region in 3 months. It has also drawn the attention of funders of projects focused on UN SDGs, sustainability, combating climate change, and gender balance in the blue economy workplace.