The task: To show how the National Lotteries Charities Board was helping all sections of the community.

 

The strategy: Using the standard country-wide press release as a foundation, the North East announcement press release was divided into 18 separate areas - primarily to target geographical areas covered by the region's media.

 

As well as geographical division of grants, they were also grouped in terms of their nature i.e. housing, environment, community centres. This approach enabled separate activity to promote the grant announcement in terms of the benefits to particular sectors. Telephone confirmation of publishing deadlines and prior warning of announcement was given, as well as follow-up calls immediately following release.

 

Outcome: Of the 33 media targeted, across the North East, the story was covered by almost all of them - in some cases on more than one occasion.