Calor's vision is to 'benefit from and contribute to thriving rural communities’, and it wanted to increase awareness of the organisation as a genuine rural brand. To achieve this, Edson Evers created the Calor Rural Community Fund – a grant scheme totalling £50,000, with 21 individual prize pots up for grabs.
“The team at Edson Evers have proved to be a great fit with Calor. They understand the strategic vision of the company and the markets that we want to target. I would 100% recommend them to other brands looking to achieve similar results.”Michelle FinchamHome Energy Marketing - Calor
How did we do it?
Kicking off with a multi-channel media relations campaign from Edson Evers to launch the initiative, applications for the Calor Rural Community Fund were submitted to the campaign’s dedicated website.
Once a project had been approved by Calor as eligible, registered users could vote for their favourites. Those with the most votes became finalists, reviewed by a panel of independent judges featuring Business in the Community, Rural England, mental health charity Mind and Calor.
Edson Evers undertook a full media relations programme throughout, covering national, regional and local press. The campaign was also promoted through local influencers, such as parish councils, community foundations and MPs, as well as via social media and video content.
24,251 users registered to vote in the Calor Rural Community Fund, with the top voted project receiving more than 15,000 votes
Over 560 pieces of coverage, playing a huge role in growing the profile of Calor and strengthening its position as a rural brand that contributes to local communities
2.6 million opportunities to see coverage in key media publications
Following the announcement of the winning projects, Edson Evers planned, filmed and produced a series of case study videos for Calor, to highlight the difference that the prizes have made. Each winning case study was also supported by a full PR plan, targeting relevant regional, local and hyper-local media.
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