Cambridge Weight Plan
SERVICES
- PR strategy for market development in Germany
- Sharing personal success stories
- More interaction
- Easier to find
YEAR
WEBSITE
Consulting and concept development
PR strategy for market development in Germany
Task:
To devise a PR strategy for the client’s market development activities in Germany
Cambridge Weight Plan is one of the most successful programmes for weight loss and sustainable weight control worldwide. DIE PR-BERATER prepared the ground for the market development activities in Germany and supported the client in implementing a variety of marketing activities.
Realisation:
In a joint workshop with the British client, the agency developed a core strategy for building the market in Germany. Sales development is the central challenge. The company distributes its products exclusively through direct sales. The idea behind this approach is to continually give each client individual advice and support. This makes them able to reach and maintain their chosen weight in the long term. However, direct marketing limits the availability of the products. For that reason, the first job at the beginning of the marketing communication is to initially prepare market development activities with a focus on recruitment, marketing materials and online communication. The agency additionally supports market development activities with strategically appropriate press and media relations work.
Films and presentations
Sharing personal success stories
Task:
To produce photos and videos of personal success stories
Realisation:
DIE PR-BERATER told the stories of the customers who have successfully lost weight with Cambridge Weight Plan. The weight loss and long-term weight control programme is based on a combination of meal replacement products and personal support and advice. Before/after photo series are an important element of its communications. For the photoshoots, the agency worked with a well-functioning production team of photographers, camera people, stylists and make-up artists to effectively handle this sensitive and personal subject matter. In addition to the photos, the agency also produced videos in the style of a “making of”, in which women told their very own personal Cambridge Weight Plan story.
Social media
More interaction
Task:
To develop a Facebook concept to optimize operation and increase the number of fans and interactions on the page
Realisation:
Personal posts, authentic photos, useful tips and, above all, more interaction – this is the strategy followed by DIE PR-BERATER to increase the acitvities on Cambridge Weight Plan’s Facebook page. The agency developed a well thought-out concept that cleverly combines authentic content with media services to raise the organic reach of the fan page. The agency overcame the challenge of only gaining new friends in the regions of Germany and Austria in which the company also has sales partners by using the Facebook ads manager, which makes it possible to focus on specific target regions. At the beginning of 2015, the Facebook page had around 800 fans. In August 2016, that number has risen to 2150 – all of them “real” fans who interact with the page. Before the relaunch, interactions were few and far between. The numbers quadrupled in the first month alone. Since then, the interaction rate reaches circa 2000 interactions per month. Organic reach in 2016 ranged from approximately 6000 to almost 50,000.
Search engine optimization (SEO)
Easier to find
Task:
Concept development and implementation of search machine optimization (SEO) measures for the German website
Realisation:
Based on a detailed analysis of the German Cambridge Weight Plan website, DIE PR-BERATER developed a concept for search machine optimization to make the website easier to find under related search terms and to increase traffic. The focus in this part of the project was on editing work. It began with the development of a keyword strategy for the site as a whole. On this basis, the agency optimized the entire editorial content and developed completely new relevant metadata. A “News” section on the starting page additionally provides regular updates and gives the website a well-maintained feel. In order to strengthen Cambridge Weight Plan’s web presence, on-page optimization (creating backlinks, integrating a like box to link to the Facebook page) and off-page optimization measures were taken. All the changes were designed to optimize the website efficiently without fundamentally reconstructing any part of it. A completely new website is already in the pipeline. During the concept development phase, DIE PR-BERATER are providing support and advice for the project to ensure that the new website corresponds to German user habits and is optimized for search engines both in editorial content and technically.