CASE STUDY: PR & BREAKING A SEX TABOO

CASE STUDY: PR FOR INTIMACY MATTERS, BREAKING THE SEX TABOO

Businesses that tap into society’s appetite for sex are booming and public attitudes towards sexuality are more liberal than they have ever been. That’s not to say there aren’t still barriers to break. When we were approached by Colin Richards to help him gain some positive publicity for his business Intimacy Matters, we were thrilled to tackle a PR challenge a little more unusual than most.

Colin is a Sexual Mentor and Psycho-Sensual Coach based in Westminter, London. He helps both individuals and couples to overcome problems in their sex lives, by combining counselling with practical teaching, workshops and massage sessions. Trained as a sex and relationship counsellor, masseur and hypnotherapist; his clients range from straight and gay professionals in their 20s and 30s who want to experience the thrill of a sexual experience without the commitment or guilt that paying for sex would involve; to couples in their 50s and beyond that have lost their spark due to illness, age related loss of libido or simply because they’ve been together much of their lives.

Our Solution

Cosmopolitan November 2015 Cover

It was clear from a recent increase in the amount of female clients that Colin was receiving enquiries and bookings from, that it was a largely untapped market, but also one that shared a lot of hang ups and embarrassment about the idea of paying for a sensual massage service. We knew that if we could convince some of his female clients to be open about their experience and talk to the press, it had the potential to make an incredible feature.

It took some time but eventually, two women agreed to tell their story and we spoke to several women’s glossies about the possibility of them running a feature. Cosmopolitan were the first to recognise the opportunity and we agreed exclusivity with them for the story.

PR Cosmopolitan Sex Case StudyA glamorous photoshoot, several interviews and four months later, Cosmopolitan published an impressive 6 page feature, posing the question to their readers – would you pay this man for an orgasm?

The article was well received by intrigued readers and resulted in a new influx of enquiries from women right from the day the issue hit the shelves. We know it’s just the beginning of a bigger task to continue breaking the taboos related to Colin’s work and to challenge the common misconception that women are less sexually demanding and adventurous than men.

Colin Richards said:

“Chrissie of Black Hare achieved what I felt may have been impossible. She took me on as a client eight months ago and after explaining my unusual profession to her in detail, she spent a great deal of time understanding my world and the motivations and principles at the core of my work. Even to the point of attending as a bystander one of my workshops. From that point on I trusted her to act on my behalf to get my brand and story out to the media.

Immediately I have benefited from increased client appointments as well as approaches from other media outlets. Determined, creative and a great writer herself, I plan to continue benefiting from Chrissie’s expertise as a PR consultant for some time to come. Thanks Chrissie.”

CASE STUDY: PERFORMANCE NETWORKS

Performance Networks website

PERFORMANCE NETWORKS: BRAND REFRESH, WEBSITE & MARKETING COLLATERAL

Performance Networks is a rapidly growing company that services the connectivity needs of other businesses; installing WiFi networks and VoIP systems, creating bespoke internet access facilities and offering a unique solution allowing business to harvest their customers data, simply by asking them to log onto WiFi via their social media accounts. This sophisticated and clever innovation needed to be showcased to clients and prospects, along with the rest of their products and services.

After a busy period of growth, Performance Networks were ready to have their corporate identity refreshed and their marketing materials updated to match their new look and communicate their offering.

Our Solution:

As an internet centric business, Performance Networks’ website would define everything else they did in terms of marketing. They wanted a site that featured photography, but they didn’t want it to look like many business websites that use cheesy stock images.

We sourced stunning, symbolic photography; created visually simple layouts with a clear user journey and clever use of infographics; created a new colour palette for use across all future collateral and wrote case studies and copy for new products and services. Then we created new business cards, wrote and designed new brochures and exhibition banners and delivered them all in print, to complete their fresh new look.

Performance Networks banner design

Performance Networks said:

“We’ve been really impressed with the cost effectiveness and speed of Black Hare’s services. Our briefs (often communicated over the phone) are always understood and we’re provided with designs, copy and marketing materials that are delivered on time and position our brand and service offering perfectly. We’d really recommend them for their down to earth approach and quality of work.”

Will Evans, Performance Networks 

Performance Networks brochure