NYnet - bringing Internet access to the whole community

What Acceleris was asked to do

Acceleris was appointed to promote the benefits of NYnet's high-speed broadband connection to small communities in North Yorkshire, many of whom were previously unable to access the internet.

What we did

Acceleris implemented a focused media relations campaign to raise awareness of NYnet and its community broadband initiatives.

Targeting key regional business and news editors, extending to the trade and national media, the PR activity communicated the benefits of the scheme and the impact of NYnet connectivity on the region's social and economic regeneration.

Acceleris investigated ways to extend the news opportunities and develop relevant feature and profile opportunities. To support the overall themes of regeneration and economic development, the agency created case studies of individuals and businesses that stand to benefit from the initiative.

To further communicate the benefits of the community broadband project, Acceleris commissioned and managed the production of high-quality filmed podcasts, which can be accessed at www.nynet.co.uk

The purpose of the podcast was two-fold: primarily to record and showcase the progress of the NYnet offering for similar community broadband projects, and secondly, to act as a communication device to help disseminate knowledge of NYnet's good work.

Acceleris managed the production of creative photography to communicate the initiative visually. This involved creating a 'launch shot' to accompany a press release, as well as a bank of additional images for NYnet's wider marketing purposes i.e. use on the NYnet website, in brochures, newsletters etc.

The Results

The press release appeared in 38 media titles including BBC online, The Business Desk, Yorkshire Post and the Municipal Journal.

Based on the standard industry model, the exposure generated currently holds an ad value of over £55,000. In addition, there were nearly 7 million opportunities to see with 110 mentions of the client across the coverage.

Quote

NYnet's Marketing, Community & Economic Development Executive, Julie Burton, said: "I was delighted with the level of coverage generated in this campaign. Acceleris secured some great photography to support the press release and managed the filming and production of a podcast which serves as a permanent case study on our website."

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