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‘Butlers in the Buff’ recruitment PR campaign

‘Butlers in the Buff’ recruitment PR campaign

Best practice from impress PR

Background

Butlers in the Buff is the UK’s largest and most successful provider of male butler ‘hosts’. Operating nationally with over 180 butlers nationwide, the company has gone from strength to strength, with now a large proportion of its business coming from corporate clients and media events.

Due to this huge rise in both private and corporate bookings, a targeted media campaign was needed to inform and attract more men to apply to become a Butler in the Buff.

Objectives

The young Bristol based company impress PR, were approached by their biggest client, Butlers in the Buff, to put together a nationwide recruitment campaign targeting 10 different cities throughout England and Scotland.

The campaign was designed with the task of finding more men to become Butlers in the Buff, in anticipation for the rapid predicted growth of the company over the summer months.

However, there was limited budget and very limited time. Impress PR was given four weeks within which to plan, implement and complete the four week recruitment campaign.

Strategy and implementation

The primary task was to settle on the 10 most important cities in terms of the need for recruitment. Once these had been finalised, arranging free venue hire in which to hold the auditions was the next task to do, as without a venue confirmed, press releases, flyers and posters could not be sent out.

Free venue hire was secured in eight out of the ten bars that impress PR approached. Impress PR were able to secure the venues due to the potential for the bar to receive a lot of free publicity that would ensue.

Press releases were drafted up, approved, sent out and then re-sent. Whilst this was being orchestrated, flights, trains and accommodation were all being booked, alongside arranging for at least one butler to work for free for an hour or two in each city with the recruitment team.

This was essential to the campaign as it meant that there was a huge visual impact, it also demonstrated to any interested parties what exactly it was that we provide, created a stir and increased awareness in the business as a whole.

Flyers were designed and printed up, then sent to the Head Butlers and impress employed promotional girls to distribute in gyms, bars and universities in the specific towns/cities the recruitment team were visiting.

In Scotland, where the need for new butlers was crucial we arranged for some promotional girls to do several flyer drops through out Glasgow and Edinburgh in a bid to create a sense of anticipation and excitement prior to the Butlers in the Buff recruitment teams arrival.

Impress PR also arranged for the Glasgow university cheer leading team to perform a specially designed Butlers in the Buff cheer, in return for new kit sponsorship for the club form Butlers in the Buff.

A general ‘blueprint’ plan was put together for each city, with a planned four hours spent ‘talent spotting’ on a popular street or destination and then a further two hours in the evening holding the open auditions at the booked venue. Impress PR arranged for T-Shirts to be printed up for the recruitment team, with the company logo on the front and back.

This way it allowed for the press to find the recruitment team easily on the street, plus it helped create a buzz in the areas and get the companies message and presence across to lots of people.

Results

TV
· BBC Bristol – Points West news, Evening news
· BBC Midlands – Midlands Today. Lunch and evening news
· ITV Central – Lunchtime, evening news and weather girls report
· ITV Yorkshire – ‘Would you believe it?‘ documentary

Radio
· BBC Leeds
· GWR
· BBC Southern Counties
· Southern FM
· 2CR FM (Bournemouth)

Newspapers/ Magazines

· Brighton’s Seven Magazine
· Reading Evening Post
· Edinburgh Evening Post
· The Scottish Sun
· The Yorkshire Evening Post
· The Argus

The estimated value of the television coverage Butlers in the Buff received was over £90,000 and the total time on the television was approximately 25 minutes.

Butlers in the Buff took on 16 butlers from all the auditions that impress PR arranged, this was seen as an excellent result, especially when put together with the press coverage.

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