PR Superstar
www.prsuperstar.co.uk

Background
PR Superstar was established in 2008 by Jill Kent, a seasoned journalist with nearly 20 years experience in the media world. A steady stream of clients and a series of successful case studies from a variety of different sectors have helped lay the foundations for a successful business.

Issues
Despite getting the business off to a good start and delivering results for clients, in order to get to the next level Jill realised she needed specialist outside expertise to help her realise the next stage of growth. A key part of this was to develop a New Business strategy with the requisite sales materials and SmartGrowth was appointed.

Actions
The first and most important stage of the programme was to determine the ambitions for the business. This involved setting objectives, which were quantifiable, achievable and had a distinct time frame.

Underpinning this was the need to understand how the business currently presented and positioned itself. Before setting off on a journey it’s as important to know where you are coming from to ensure that you stand the best chance of arriving at the destination…
Achieving this required a structured programme of activity which included a SWOT Analysis, Competitor Research (how did the key competition position and present themselves, what were their points of difference, how did they add value…) and Customer Research (why did current Clients use PR Superstar? What did they expect and what was delivered, was it value for money? Would they recommend the business?…)
All of this was critical to informing and shaping next stage of the process, the Marketing Strategy – identifying the core target market for new Clients, developing a compelling, insight driven Proposition and amending existing communications materials to reflect this (such as the website) as well as developing new messages where needed or appropriate (general marketing collateral and DM as part of an engagement strategy).
Critically it was also agreed that it was important to coach the PR Superstar team about how to conduct initial conversations and subsequent new business meetings.

Results.
The business now has a focus, a structured plan, a defined strategy and a newly motivated and energised team with results to follow….