Alfred London

BACKGROUND

Please describe your company and position.

I am the Head of Marketing of CarbonClick

Describe what your company does in a single sentence.

CarbonClick allows businesses and individuals to offset carbon emissions in a simple, meaningful and transparent way. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Alfred London to accomplish?

• Lead a global comms plan across keys channels including PR, social, owned digital channels
• Use earned media to help educate around Carbon offsetting in an increasingly skeptical media space
• Support commercial partnership with partners and highlight the benefits of carbon offsetting

SOLUTION

How did you find Alfred London?

Referral

Why did you select Alfred London over others?

• Great culture fit
• Referred to me
• Company values aligned

How many teammates from Alfred London were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Alfred London planned and executed CarbonClick global PR, and consulted on social and digital. The primary objective was to help educate global audiences on Carbon offsetting and position CarbonClick as the solution.

Key deliverables: 

• Position CarbonClick as a thought leader with earned media opportunities
• Raise brand awareness, and position CarbonClick as the most trusted carbon offset provider
• Support key customer and partner announcements
• Increase website traffic and top of funnel lead acquisition

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

CarbonClick has seen a drastic increase in earned media opportunities and social media follower growth. In addition, CarbonClick is increasingly known as a highly credible carbon offsetting provider in the industry, with high-profile brands choosing to work with CarbonClick. Through the work with Alfred, CarbonClick was able to share a different, more positive perspective on carbon offsetting with the media. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The Alfred team has been incredible. The project management is impeccable - all ongoing tasks and their status have been communicated every week, fortnightly check-ins were held, and the team responded to any queries in less than 24 hours. We often gave Alfred very tight turnaround times which were never a problem. We could always rely on their honest expert advice - even if it's not what we originally had in mind. 

What was your primary form of communication with Alfred London?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Alfred London's honesty, accountability, and integrity were impressive.

Are there any areas for improvement or something Alfred London could have done differently?

None

BACKGROUND

Please describe your company and position.

I am the Senior Media Lead of The Fairtrade Foundation

Describe what your company does in a single sentence.

Fairtrade works with farming co-operatives, businesses and governments to make trade fairer

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Alfred London to accomplish?

• Awareness: Drive visibility and awareness around Fairtrade's role in supporting farmers to address the climate crisis
• Engagement: Increase positive engagement around Fairtrade
• Action: Inspire people to choose Fairtrade and help protect the future of our food

SOLUTION

How did you find Alfred London?

I have worked with them previously

Why did you select Alfred London over others?

Company values aligned

Describe the scope of work in detail. Please include a summary of key deliverables.

Scope of work includes: Planning and Campaign Positioning 
• Alfred induction to brand and key internal stakeholders (N.B Fairtrade to liaise with commercial partners and their PR teams) 
• Define Fairtrade Endangered Aisle media messaging. Fairtrade creative team to craft messaging for commercial partners, campaigners and other audiences 
• Thought leadership and Content Creation - including refinement of angles and ideas based on messaging. 

• Development of media matrix including press angles. 
• Media Plan Development and Pre-Event Engagement 

• Developing list of key media to ensure target audiences are reached through earned PR 
• Pre-activity pitching – TBC depending on final execution 
• Thought leadership/ report findings pitching in key national, business and industry trade outlets (N.B Report to be pre approved by MEL and policy teams) 
• Creation of report with research agency – liaison with internal Fairtrade reps on stats Content Creation 
• Overall responsibility and management of any content creation including: o Report design o QR codes o Fairtrade to design retailer assets in-house 
• Creation of media materials including press release 
• Expert quote drafting 
• Writing of feature pitches Event Planning, Management and Attendance 
• Full end to end event planning – venue, event dressing, attendees 
• Creation of guest list and outreach for invites 
• Creation of media materials for launch 
• Arrangement of photography / videography to create content from the event 
• Attendance at the event • Fairtrade to work directly with retailers and any wider partners on launch (including social media) – Alfred to support where required Social Media 
• Paid social spend 
• Creation of social assets Project Management and Measurement 
• Weekly status report 
• Bi-Weekly status call 
• Measurement and determining of KPIs and evaluation 
• Updates vs KPIs 
• Ongoing client counsel and advice Partnerships (Influencers, ambassadors, wider partners)
• Interviews – pitching, briefing, interview support, follow ups 
• Unpaid influencer partnerships o Create one master content brief (recommendations as content is FOC) o Manage outreach to talent o Fairtrade to manage outreach to Nick, Adjoa, Melissa and Tom o N.B Scope does not include paid partnerships or contracting

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Brand and campaign awareness
• Positive brand sentiment
• Sales

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Very good project management and collaborative approach to project delivery

What was your primary form of communication with Alfred London?

In-Person Meeting

What did you find most impressive or unique about this company?

We were pleased with their creativity, collaborative approach, and company values.

Are there any areas for improvement or something Alfred London could have done differently?

We took the talk of writing the report in-house due to timeframes and the need to get all the policy nuances right. If we'd had more time and capacity, delivery could have potentially gone to the agency.

BACKGROUND

Please describe your company and position.

I am the Head of Growth of LYMA

Describe what your company does in a single sentence.

Luxury WellTech: LYMA makes cutting edge products to help you look and feel your best.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Alfred London to accomplish?

• awareness
• high quality content
• talent identification

SOLUTION

How did you find Alfred London?

• Other

Why did you select Alfred London over others?

• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from Alfred London were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

source, produce and deliver high quality influencer marketing campaign for our difference products. Deliverables include content, PCA and range of agreed KPI's

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The team has always delivered on time and exactly to brief.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

always responsive and adaptable.

What was your primary form of communication with Alfred London?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

ability to deliver as planned

Are there any areas for improvement or something Alfred London could have done differently?

no