Campaign: Consumer - Londoners go green with GHCS

Campaign: Launching Green Homes Concierge Service to Londoners
Client: Green Homes Concierge Service
PR team: Paratus Communications
Timescale: Sept 2007-April 2008
Budget: £45,000

Green Homes Concierge Service (GHCS) is a programme by leading concierge company Ten Lifestyle Management to help London homeowners and businesses reduce their energy consumption and, in turn, their impact on climate change.

Following a successful pilot scheme, the GHCS was launched on 4 December 2007 by Paratus Communications.

Objectives

- To secure national media coverage

- To drive London homeowners to sign up

- To create a 'halo effect' for partners.

Strategy and plan

The Paratus team encouraged employers to offer the service as part of benefits and CSR packages. Eight London boroughs were identified as target communities, and local Friends of the Earth, Rotary and WI members were targeted. Paratus then set up home assessments for journalists.

Measurement and evaluation

The campaign secured more than 50 pieces of national and London-based coverage. Broadcast included BBC Radio London, BBC Radio 2 and ITV's London Tonight.

Evaluation by Precise found 96 per cent of the coverage was positive or neutral.

Results

PR generated the most sign-ups to GHCS, with over 20 per cent directly attributed to the campaign. The campaign also generated more than 55,000 hits to GHCS' site.

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