Tamar Case Study - Liberate Media

8/9/2019 Tamar Case Study - Liberate Media

1/4web: www.liberatemedia.com email: [email protected]

Liberate Media case study: Tamar

Tamar Politcal Search Indexcampaign

Results: broadcast, naonal, trade and polical coverage online and oine.

Tamar posioned as Internet experts on 2 x ve minute interviews on Sky

news and research used as part of BBCs elecon campaign coverage.

Client quote:Tanya Goodin, CEO Tamar: Liberate Media is the most

proacve PR team Ive ever worked with, responsive and (most impor-

tantly) accessible & full of great ideas. Its been a pleasure working with

them.

Overview

Tamaris a search and social conversion agency, combining extensive experse in natural search engine op -

misaon with conversion-focused design to generate more online sales for its clients. The agency has ve

complementary divisions: search, analycs, conversion design, technology and social media.

Tamar has 15 years of digital markeng experience,

and specialises in working with major nancial services,travel and retail brands, such as RBS, LloydsTSB, The AA

and B&Q. Tamar employs more than 60 sta across three

connents.

Tamar engaged Liberate Media in mid-November 2009

to revitalise its PR campaign and reposion the brand as

a rapidly-growing internaonal agency with a leading vision in Natural Search and social media.

Liberate Medias ongoing campaign work includes leading the brand-building Tamar Politcal Search Index

project, which is the subject of this case study.
mailto:hello%40liberatemedia.com?subject=http://www.tamar.com/http://www.tamar.com/http://feeds.feedburner.com/LiberateMediaBloghttp://www.tamar.com/mailto:hello%40liberatemedia.com?subject=



The Campaign

With the UK General Elecon looming in mid-2010, it was agreed that there

was an excellent opportunity to examine in detail how the major polical par-

es were engaging with their voters online. The Tamar Politcal Search Index

(PSI) was conceived as a newsworthy and topical method of posioning the

agency as an innovator in Natural Search, with the knowledge and experse

to challenge current pracces in the sector.

Liberate Medias strategic role was to guide the research, analyse the data

and draw out the newsworthy elements that would ensure widest coverage

of the PSI. The key would be to unlock the strongest news hooks from the

mass of informaon compiled by the research phase that would be compel-

ling for a wide range of media tles, from broadcast, naonal and trade to

polical specialists both online and oine.

The goal was to aract maximum ongoing aenon and coverage of the PSIseries, clearly posioning

Tamar as an authority in Search, oering strategic advice and vision not only for the polical environment

but for all those engaged in Search Markeng.

How it happened

Liberate Media worked closely with Tamars research directors in the agencys London and Cape Town of-

ces to idenfy the scope of the research work, collaborang on detailed planning, reviewing and amend-

ing the focus of data needed, and conrming the potenal outcomes with Tamar.

For the rst PSI, the reputaon management of leading polical gures was tracked over a two-month

period to determine how successful the party leaders were at posioning themselves posively online.

Google rankings, as well as volume of search, were monitored on leadership names.

The next PSIfocus showed that the leaders in Conservave and Labour pares were failing to fully protect

their online reputaons, with potenally damaging oversights in management of the personal brands of

Gordon Brown and David Cameron as well as other high-prole party gures.

The third PSIanalysed in detail how the three major pares set up their online campaigns and how well, or

badly, they connected with voters around the main policy issues, by mapping what people were searching

for online with the successful connecons through the search engine return pages.
http://www.liberatemedia.com/mailto:hello%40liberatemedia.com?subject=mailto:hello%40liberatemedia.com?subject=http://www.liberatemedia.com/



Implementaon

Liberate Media guided the publicaon schedule of the ndings to ensure that Tamar received maximum

exposure through the PSIs. It idened the key media contacts from its network of inuenal journalists

in broadcast and naonal newspapers who would be recepve to the PSInews. Liberate Media called each

of them individually to discuss the research, the news elements most likely to be aracve for exclusives,

interview needs and mings of broadcast/publicaon.

With broadcast and naonal coverage assured, Liberate Media then moved to the specialist sectors to

widen the coverage, again through direct calls and detailed email follow-ups. Finally, the PSInews was dis-

tributed through online newswires and Pressi, Liberate Medias social media news release plaorm.

Results

The online publicaon of the PSIs in early January 2010 and early March followed Liberate Medias success-

ful engagement with a wide range of media outlets and led to signicant upli in awareness of the Tamar

brand and a rise in the number of visitors to the agency website (www.tamar.com).

This upli was boosted by Liberate Medias relaonship with Sky News, which led to two primeme slotson the evening news programme, both exclusive ve-minute interviews with Neilson Hall, Tamars Associ-

ate Director: Search, in which he outlined the key issues and oered an expert Search view of the polical

pares engagement strategies.

Tamar was described as the internet experts and search experts in the course of the interview with

website address and the Tamar website itself used as a backdrop.

The interviews went out live on the Sky News channel as well as online on the Sky news site, with further

pick-up on YouTube and with links on key blogs.Liberate Medias persistent engagement with BBC programme planning teams around Tamars experse

in polical search analysis has also ensured that the agencys research will form part of the BBCs elecon

campaign coverage.

All of this was delivered in the rst four months of Liberate Medias campaign with Tamar, and was so suc -

cessful that Liberate Medias research focus has been expanded to further strengthen Tamars reputaon as

the go-to source of relevant, mely and market-leading advice and views on search.
mailto:hello%40liberatemedia.com?subject=http://www.pressitt.com/http://www.tamar.com/http://www.tamar.com/http://www.pressitt.com/mailto:hello%40liberatemedia.com?subject=



Campaign frst-stage highlights

Coverage, including:

- Sky News: Two exclusive Tamar interviews

-Independent

- Markeng Magazine

- Campaign Magazine

- Reputaon Online Magazine

- Liverpool Daily Post

- Brand Republic

- Econsultancy

- Tech News

- NetImperave

- Mark Pack polical blog

- LibDem Voice polical blog

- Total Polics polical blog

- SiloBreaker blog

- E-campaigning polical blog

- My Newsdesk

- BBC: elecon campaign inputs

View the PSI coverage at Web Slideshp://slides.diigo.com/widget/slides?sid=31047
http://www.liberatemedia.com/mailto:hello%40liberatemedia.com?subject=http://slides.diigo.com/widget/slides?sid=31047http://slides.diigo.com/widget/slides?sid=31047mailto:hello%40liberatemedia.com?subject=http://www.liberatemedia.com/

Documents

Tamar Case Study - Liberate Media