Our team was engaged to create awareness and increase the visibility of the reopening of Civil Service Club (CSC) new clubhouse at Changi on 4 May 2015. The official opening was graced by President of Singapore Tony Tan, hosted by Minister-in-charge of civil service, Teo Chee Hean and attended by senior officials from various ministries and statutory boards.
Our team worked with the client on considerations for hosting government officials and developed briefing documents for VIPs, media materials and managed the media on-site at the official reopening ceremony. Highlighting the features of the new clubhouse, The Orange PRess engaged lifestyle media as well as bloggers to review the reopened clubhouse as an ideal staycation venue in Singapore.
Following the official reopening ceremony, 19 articles were published across online, print and broadcast to date, with more than 200 seconds of airtime on national tv and radio. The total value of media coverage achieved was more than 24.3 times the investment in PR.
The Fostering Scheme serves as an alternative home arrangement for children in need of a conducive home environment. Although the scheme has been in place since 1956, there was little awareness and a lack of public understanding about the concept of fostering.
Our team took on the task to develop a PR campaign to raise awareness of the scheme to increase the recruitment of volunteer foster parents.
We focused on sharing the stories that matter and targeted the mainstream media and selected key publications that reached our target audiences. We also reached out to key organisations, secured outreach opportunities, and developed content for our client to use on their social media platforms.
Our team achieved and exceeded KPIs which include consistent positive media coverage in both traditional, online and social media about the Fostering Scheme. Our efforts not only saw an increase of about 30% foster parents but the team’s professionalism in managing the sensitive issues involved has also won compliments from the client and the media.
To pique public’s interest and drive awareness of the new speciality café chain, Cocoa Colony, we were tasked to conceptualise, plan and manage a social influencer engagement programme to support of their expansion plan of six new outlets
Our team developed communications materials for a target influencers programme. With our client, we selected, secured and managed influencers, tracking their activity and social media posts on Cocoa Colony. A communications toolkit was developed by The Orange PRess to provide influencers with bite-sized information about the brand and products for easy sharing on their social media account.
Our team exceeded our target in securing 9 influencers and attendance from lifestyle media at the event. Influencers could better appreciate the brand story and post more than their obligated 2 postings. The posts achieved a high engagement rate of 120 comments and more than 17K likes. Further, our recommendations on influencers’ gifts resonated well with the public resulting in various public requests for similar gifts.
Our team was tasked to drive awareness and to create buzz for an upcoming event, Toast The Macallan, in Singapore on 17th & 18th January 2015.
Based on the targeted audience profile, we recommended key influencers for outreach activities and organised a private preview tasting for engaged influencers. A communications toolkit was also put together by our team to provide influencers with bite-sized information about the brand and products for easy sharing on their social media account.
Our outreach and engagement efforts started from end November 2014 and continued to on-site management of the influencers and their guests at the event.
The social influencers’ programme was considered a success in garnering substantial traction in social media, raising the profile of The Macallan which contributed to the sold out sessions of the event.
