Summary
Franklin Rae manages the profiles of more growing media businesses than any other UK PR agency. Established in 2003, Franklin Rae advises advising leading industry names and helps many businesses achieve their goals – whether building company profile to drive new business, repositioning companies to access new revenue streams, increasing awareness in the international marketplace or preparing for trade sale.
In 2007 Broadcast magazine called the agency ‘the PR agency for media companies’ and in 2009 it was awarded the PR industry gold standard – the PRCA’s CMS. 2010 saw its reputation and industry presence continue to grow with the international launch of Raedar, its industry bulletin. Company founder, Jill Franklin was invited to join the Grierson Trust in recognition of her work in the industry, and is in demand as a speaker for industry events such as C21 Media’s Propaganda Factory and the Entertainment Masterclass worldwide.
Franklin Rae turns PR into a powerful tool, which has a positive impact on clients’ business growth and commercial success. We understand and are passionate about the industry in which our clients operate.
Testimonials
1: Darlow Smithson – Reaching International Markets
Objective
- Change the company’s image as a UK producer, to one of the most well-known producers in the world in order to attract potential investors
Results
- Clarification of the company’s message.
- Consistent and high-profile penetration in key international media.
- Strategic positioning of key business areas (eg series, drama) to drive growth.
- High-profile ranking in the world’s leading industry polls – e.g. No 1 in Realscreen’s international producer survey.
- Company sold to IMG for a reported £30m in 2006 and again to Endemol in 2009 Iain Pelling, managing director, says, “By positioning us as a dynamic leader in our field, and profiling our full range of inhouse talent, Franklin Rae’s work has helped position us to broadcasters as one of the world’s ‘must-commission’ companies.”
2: FRUKT – Reaching New Markets to Fuel Growth
Objective
- Help music specialist FRUKT develop presence in both core markets and new markets to drive growth and open new revenue streams
Results
- Consistent profile across social media, online and print.
- Positioned as an expert across a wide range of business and trade media.
- Press briefing with vertical trades to offer an overview of how music can be used as a marketing tool.
- Our vertical trade campaign resulted in penetration into the drinks sector and directly resulted in new business conversations.
Jeremy Paterson, managing director, says, "Franklin Rae grabbed the bull by the horns and delivered in-depth coverage and online noise for FRUKT. The team demonstrates an enviable ability to spot opportunities and is tireless in their pursuit of these."
3: WRN Broadcast – Opening New Revenue Streams
Objective
- Reposition WRN as a company that deals not only with radio but TV and digital content.
Results
- Developed new company messaging following a rebrand.
- Positioned them as experts in broadcast services.
- Successful launch event for broadcast and digital trade journalists including:
- Meeting the team.
- Touring the centre.
- Showcasing the company’s new offerings.
- Secured widespread coverage across 20 key titles, resulting in new business conversations.
David Treadway, managing director, says, "Changing the perception of WRN from a specialist transmission company to one offering managed broadcast services was a challenging task. Franklin Rae managed this with great skill and aplomb. The range and quantity of resulting coverage was fantastic and has been instrumental in driving new business conversations."
The business
Franklin Rae’s business model is built on:
- Long-term client relationships combined with a fast-growing client base:
- 10 per cent of current clients have been with it for more than four years.
- 21 per cent for 2-4 years.
- 33 per cent for 1-2 years.
- 36 per cent for 0-1 years.
- Retained, rather than project-based, relationships:
- 81 per cent of revenue from retained fees (i.e. over four months).
- 63 per cent of current clients retained year-on-year.
- A passion for our clients’ businesses and the industry in which they operate:
Robert Stapledon, senior banker (media), Coutts & Co says, “I have never come across a PR company who have such a depth of knowledge of their sector and proactively leverage their network to support their clients.”
Ambition to be the best in the sector by excelling at what it does, has brought Franklin Rae:
- An expanding client footprint – from a foundation of TV clients to encompassing the entire media industry.
- 33 new clients in the last 12 months.
- 20 per cent growth in 2009/2010.
- Growth over the last three years of 43 per cent.
The agency’s business performance is managed through vigorous resource planning and monitoring of over-servicing levels.
Franklin Rae’s client portfolio grows through relationships, recommendations and its maturing reputation. It has attracted and retained high-profile UK and worldwide clients including FremantleMedia, TwoFour54 (Abu Dhabi Media Fund), TeliaSonera, Whizz Kid, Royal Television Society, Valideus, Pulse Films and more.
Added value to clients
The value-added services offered aims to stimulate further business development and growth for both clients and the agency:
- Industry e-bulletin – Raedar “Raedar is a classic example of Franklin Rae innovating and going the extra mile to give us, as a client, a great resource that is both interesting and insightful.” Steve Ackerman, managing director, Somethin’ Else
- Raedar was created to advise and help companies achieve their business objectives without an underlying editorial agenda.
- Its mix of valuable content from a range of contributors provides a unique platform on which our clients can express themselves to both their peers and the industry.
- Published six-weekly, Raedar reaches 6,000 key players in 22 countries. Its 26 per cent open rate and a 20 per cent click-through rate well exceeds the industry standard of 10 per cent.
- Networking community.
“Franklin Rae’s networking events offer a fantastic platform to exchange ideas and develop new business relationships. I have never known a PR agency that proactively networks their clients in this way.” David Peto, Entrepreneur
Every year Franklin Rae brings together 125 industry experts to exchange ideas and develop new business relationships.
Agency culture
Staff retention is driven by a positive company culture which empowers every employee:
- Proactive promotions policy
- Inhouse development programme to help staff achieve their full potential
- Structured programme of external training
- Monthly ‘Fact File’ sessions about industry issues
- Staff attendance at industry events worldwide
- Reward for business success through our company bonus scheme
- Regular social events
- Volunteering opportunities through charity The Media Trust
In the past two years, two senior members of staff have returned to Franklin Rae following periods at other agencies.
