Our work

The Background
Seafish is the authority on seafood working across all sectors of the industry to promote good quality, sustainable seafood. Its research and projects are aimed at raising standards, improving efficiency and ensuring that the seafood industry develops in a viable way.  Although all its key performance indicators pointed to successful PR output, and it had good awareness within the sea fishing industry, Seafish remained relatively unknown among the general UK public.  Developing awareness of Seafish within the general public was a key objective for the communications team.

Our Solution
Metrica strongly believes that PR analysis should be as much about planning future activity as it is about measuring what has happened. For this reason Metrica undertakes a market research programme of the UK population to identify accurate media consumption habits and key lifestyle insights.  This online planning tool, UK Pulse, is designed to help clients target specific audiences and maximise exposure to these audiences. This research can then be used to evaluate the resulting coverage and ascertain the proportion of each target audience reached and how frequently they were reached.

Metrica used the UKPulse data to establish the key publications in each media type (print, broadcast and online) for Seafish’s target audiences. It also identified the high readership titles and stations in each region of the UK to help raise the scope of coverage.  Broadcast was proven as a key area of focus to reach the target audience. Metrica specifically identified which regional radio and TV stations Seafish should develop relations with to ensure maximised reach and precisely when their audiences consumed broadcast media.

Metrica also identified purchasing habits to provide further insight into the lifestyle of each audience in addition to their media consumption allowing Seafish to understand how to best position its coverage.  Finally, previous coverage was analysed against these key publications and target audiences to set a benchmark for key performance indicators against which it could measure success on future activity

The Outcome
This targeted approach proved a great success delivering more coverage through regional and broadcast channels and improved exposure to each specific target audience.

The Background
Skype has become the world’s leading global call provider and the champion of free communication technology.

The 2010 Mobile World Congress (MWC) was to be the venue for Skype to make a ‘game changing’ announcement—a partnership with Verizon—to the industry. Skype approached Metrica to source and interpret online coverage on this announcement, as well as broadcast coverage, predominantly in the US and key channels in Europe. The inclusion of broadcast sourcing was crucial in tracking the consumer response to the partnership in the market where it was to have the most impact. In EMEA and APAC communication was targeted largely towards the business press.

Our Solution
Metrica’s ability to source and analyse global coverage (including broadcast) in a multitude of languages led to this becoming a two phase global report that is now used as a benchmark for future announcements.

With the Skype team all in Barcelona for the MWC event, Metrica’s use of technology and location were vital in preparing the mobile team for their on-site review through the ‘reaction’ report. This knowledge “formed the basis [of] how to position phase two of the campaign”. It was also “used to demonstrate the value of the partnership to Verizon as well as potential partners”.

The Outcome
As well as providing rapid insight into the announcement, the full qualitative report then provided Skype with the ability to demonstrate how its PR strategy was succeeding in its objective to counter concerns over the company’s future viability in the wake of its sale by eBay.