Cinder-Ella

Krazy Kat Theatre

Edinburgh 2015
PR Proposal

“one of the best PR companies in the arts”

The Spectator

th
8 April 2015
Sharon McHendry
020 3195 6269
sharon@mobiusindustries.com
nd
2 Floor, 34-35 Great Sutton Street
Clerkenwell, London EC1V 0DX

The following document outlines the work and costs for delivering a PR campaign for Krazy Kat Theatre’s Cinder-Ella at the Edinburgh
Fringe 2015. This document is not intended as a detailed specification in itself; its purpose is to demonstrate our suitability as a PR partner
for this project.

MARKETING • PR • PRINT • DISTRIBUTION

Contents
Brief / Aims / PR Campaign……..…………………………………………………3
Evaluation / ................................................................................................... 4
Timeline / Roles and Responsibilities ........................................................... 5
Our Team / Other Ways We Can Help ........................................................... 6
Staffing & Resources / Fees ......................................................................... 7
Appendix ....................................................................................................... 8

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Brief
To work with Krazy Kat to deliver a joined-up print and digital PR campaign to publicise the Edinburgh Fringe
run of Cinder-Ella, at Pleasance Two. We expect to work on national, Scottish, and festival press to drive
preview and review coverage of the production, working strategically alongside the company and the
Pleasance press team.

Aims
 To raise profile in national, festival and arts industry media for Cinder-Ella and the wider
context of Krazy Kat's work, communicating the unique style of work that combines accessibility
with entertainment for young audiences and their families.
 To develop new and existing relationships on behalf of Krazy Kat, particularly in both family
press and press aimed at deaf and disabled audiences
 To raise profile of Kinny Gardner within theatre and arts industry media
 To ensure close communication with press for the duration of the festival, generating preview
features, interviews and reviews to continue to access local audiences and developing beneficial
ongoing partnerships

 To adopt a cross client approach, looking at thematics, timely angles and parallels to join up
possible larger features for Krazy Kat Theatre and Cinder-Ella, noting that Krazy Kat Theatre’s
Edmund the Learned Pig will be at Summerhall in the final week of the fringe.

 To drive audience attendance by linking the PR campaign to marketing work, ensuring a

strategic approach across all relevant platforms

 Generate content to be used across social media channels, targeting influential bloggers and
Twitter users in the arts and entertainment sectors to increase engagement levels across major
digital platforms

PR Campaign
Key Messages / Initial Pitch Ideas
 Krazy Kat Theatre has been creating unique children’s theatre which is accessible for deaf
audiences since 1982 and has been pioneers in this field in the UK. Veterans of the Edinburgh
Fringe, the company return this year with their take on the much loved fairy tale Cinder-Ella, which
draws on director Kinny Gardner's dance training and on mime and puppetry techniques.
 Kinny Gardner grew up in Leith and is excited to be returning to his home town. This strong local
angle could prove useful in garnering coverage in Scottish titles.
 Krazy Kat Theatre is the only British Children’s Theatre company to use sign language in every
performance - and as a creative component of the work. Cinder-Ella incorporates visual storytelling
in a variety of different ways, making it accessible to both hearing and non-hearing audiences, as
well as non-English speakers.

Initial Campaign Plan: Targets

Below is an outline of some of the key pitches we feel are appropriate for the Cinder-Ella campaign at time of
writing. Whilst this is not an exhaustive list, it details the core components. Detailed reports will be sent
weekly within three weeks of the fringe opening night, and then on an ongoing basis to keep you informed of
work on the campaign.

National/Regional Newspapers
Daily Telegraph Preview
Edinburgh Evening News Preview | review
Edinburgh Festivals Magazine Preview
Guardian Preview | review
Herald Preview | review
Independent (i) Preview | review
Metro Preview | review

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Scotsman Feature | preview | review
The Times Preview

Arts / Theatre/ Festival Specific Media

BBC.co.uk (entertainment) Feature
Fest Feature | preview | blog | review
I-ON Magazine Preview
The List Feature | preview | blog | review
The Stage Feature | review
The Skinny Feature | blog | review
Three Weeks Feature | review
Time Out (Glasgow and Edinburgh) Preview
Time Out (London) Preview
Whatsonstage Preview | review
The Leither Preview

Radio/TV
BBC Radio Scotland – Culture Studio Interview feature
BBC Reporting Scotland (TV) Interview feature
BBC Good Morning Scotland (Radio) Interview feature
BBC Ouch Interview feature
BBC2 Edinburgh Fringe special Interview feature
BBC Radio 4 Today Programme Interview feature
Fresh Air Radio Interview feature
Radio Forth Interview feature
BBC See Hear Interview feature

Disability/Access
Deaf News News piece
The Limping Chicken News piece
Disability Horizons Preview | review
Disability Arts Online Preview | review

Family Interest
First News Preview
Junior Preview
Mumsnet Preview
National Geographic Kids Preview
Netmums Preview mention
Parent Dish Preview
Parenting without Tears Preview
Primary Times Preview | review
& relevant Mummy bloggers

Types of coverage
In addition to previews and interviews that cover the show specifically, the following are the types of
features we pitch for
 Opinion: often self-penned, these will be about an issue that is raised by the show, or by doing the
show
 Trade specific: either a self-penned or an interview, these will be about a specific aspect of the
work such as costume or technical aspects
 Profile pieces: interviews by email, phone or in person about the company or an individual

Assets
To achieve coverage, we will need the following:
 High res images: we will need at least one promo image to accompany previews around the time of
issuing the press release, with additional rehearsal shots as appropriate and production shots to
accompany reviews

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  Interviewees: we will need at least one person who can act as a spokesperson (including for self-
penned articles) for the event during the entirety of the pitching process (this can change within the
period)
 Press ticket allocation: to be agreed by the company / the venue as appropriate

Evaluation
We aim to achieve the following:
 At least two previews, reviews or features in national / Scottish titles
 At least four previews, reviews or features in key theatre / arts publications
 At least two interviews / features / previews / reviews in specialist titles
Please note: the evaluation is based on the information available at the time of writing, on receiving the
assets in a timely fashion, and includes pitches detailed in ‘Types of Coverage’.

Timeline
May / June
 Drafting press release
 Liaising with company to obtain appropriate copy and images
 Long lead PR pitches
 Research / planning
 Meeting with venue press team
 Issue press release to over 250 relevant press contacts
 Face-to-face meetings with key journalists in Glasgow, Edinburgh and London to pitch ideas
 Meeting with Underbelly press team and liaising with other Edinburgh venue press teams where
work programmed has a synergy with Cinder-Ella for wider thematic feature pitches
 Liaison with Fringe press office

July
 Ongoing feature / story ideas pitching
 Pitch for review / preview coverage
 Set up and manage interviews with company where appropriate
 Liaison with company and regular reporting
 Print design and production
 Provide press with materials for preview coverage
 Respond to any press / venue / festival PR enquiries

August
 Ongoing feature / story ideas pitching
 Pitch for review/ preview coverage
 Set up and manage interviews with company where appropriate
 Manage media presence at performances
 Liaison with company and regular reporting
 Respond to any press / venue / festival PR enquiries
 Manage photo calls where appropriate
 Issue pictures to picture desks where appropriate
 Maintain dialogue with press regarding any news stories, campaign developments etc.
 Track press coverage and feed back to company
September
 Evaluate and report on campaign

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Ongoing Roles and Responsibilities
 Research and plan PR campaign and strategy
 Write and send press releases to all relevant media
 Pitch relevant press angles to targeted journalists face-to-face in Glasgow, Edinburgh and London to
secure media coverage
 Provide ongoing point of contact for all media enquiries
 Coordinate listings with all relevant agencies and titles as required
 Manage arrangements for press presence at performances and monitor press attendance
 Maintain an ongoing dialogue with relevant media contacts
 Distribute production photographs to picture desks and editors where appropriate
 Manage photo calls where appropriate
 Track and feedback on press coverage
 Meeting with Pleasance press team and liaising with other Edinburgh venue press teams where the
work has a synergy with Cinder-Ella
 Ongoing reporting
 General consultancy on all PR matters

Our Team
Mobius at Edinburgh Fringe: Team Working Structure
We set up a full time office at Edinburgh Fringe, fully functioning seven days a week for the duration
of the festival with a core staff as below, though we also supplement this with Scottish and English based
freelancers:

All Edinburgh PR campaigns are managed by Sharon McHendry, who has 11 years’ experience within
news journalism and arts PR including four years as the Head of PR for multi-arts venue The Arches,
Glasgow. During her time at The Arches, Sharon formed strong relationships with a wide range of Scottish
and national journalists including broadsheet arts and feature editors, working to publicise events from well
known international and Scottish theatre companies to visual art exhibitions, gigs, performance artists and
film. Sharon has five years experience working at the Edinburgh Fringe, the last three years with Mobius,
and managed press for the venue The Arches at St Stephen’s in 2009 which featured Nic Green's Trilogy,
one of the award-winning buzz hits that year. Sharon has worked with Mobius as Senior Account Manager
for the last three years, managing a host of Edinburgh fringe clients including Northern Stage, Common
Wealth, The Paper Birds, Kieran Hurley & Thickskin and many more.

Associate Director Elin Morgan has worked in communications for twelve years, including seven years
experience at the Edinburgh Fringe. Elin combines experience of working in-house, freelance and for
agencies including Battersea Arts Centre, the Lyric Hammersmith theatres, Prospero Communications as a
Director and Sadler’s Wells as Head of Press. She’s worked across accounts in publishing and business
services, as well as high profile campaigns for clients in the performing arts such as Camille O’Sullivan, arts
IdeasTap, Dance Umbrella, Ridiculusmus and The Suitcase Royale.
Anisha Fields has worked for the Mobius Edinburgh office for the last five years, gaining excellent
knowledge of both Scottish and national media, as well as a thorough understanding of the numerous
operational idiosyncrasies of the Festival Fringe. Anisha also graduated from Central School of Speech and
Drama with a First Class degree and is a theatre maker herself with her company PARROT IN THE TANK.

Other Ways We Can Help

We also offer design, print, media buying and marketing support too, and the knowledge and experience
of the in house team regularly feeds in to support the wider context of the PR work.

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Print, Design and Distribution
We operate a print service, working with a broad range of national brands, titles and organizations as diverse
as In The Night Garden, Dewynters PLC, Historic Royal Palaces, the Royal Horticultural Society and
the NHS. See our website for further details: www.mobiusgreenprint.com

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Staffing/ Resources
Our estimated time commitment to the campaign at the time of writing is itemized as below, however please
note with a campaign of this nature we are fully aware of the need for flexibility in time allocation where
appropriate.

Edinburgh Fringe PR campaign

May: 0.5 days June: 2 days July: 1.5 days August: 1.5 days

Total = 5.5 days (approx.)

Fees Breakdown
Estimated Work Period: May - September, 3 months approx.

Day rate £ 350

National Campaign £2000

N.B: All fees are subject to VAT at 20%

Appendix: Recent Edinburgh Fringe Clients

Some feedback from our work at Edinburgh Festival Fringe
"Mobius provided a comprehensive proposal and did exactly what was set out in the document. A very
friendly, helpful and proactive organisation who regularly kept the company updated on all press coverage,
activity and reviewers attending our Fringe show. I would be delighted to work with them in the future.”
Anne McCloskey, Head of PR, Scottish Dance Theatre (for Miann), Edinburgh Fringe 2014

“Mobius is always my go-to press team, especially for the Fringe. Dan and the team understand the work,
have a brilliant network of contacts, and always manage to secure comprehensive coverage across a range
of media. Chris Goode & Company is proud to have them representing our work."
Ric Watts, Men in the Cities, Chris Goode & Company, 2014

“Thank you for everything. It was such an amazing fringe for us. It goes without saying that we couldn't have
done it without Mobius. Literally wouldn't have even been there if it wasn't for you - so thankful to have you in
our corner.” Evie Manning, Artistic Director, Common Wealth, No Guts No Heart No Glory, 2014
“…a massive thank you for your involvement in Chalk Farm. It has been a fantastic experience for us as a
company and we have thoroughly enjoyed working with you all. We are incredibly grateful for your
enthusiasm and commitment to this project, and very proud of its success.”
Laura Mallows (producer) & Neil Bettles (director), Chalk Farm, ThickSkin, 2013
“We consider Mobius such an incredible resource, and since we started working with you, have been
amazed at the impact you've draw to our work, and profile as a company. We will always consider you guys
as vital part of what we do, and from projects here on in you will remain a priority for us.”
Becki Haines, Producer, The Paper Birds, 2013

2014
Adam Riches Adam of the Riches
Barrowland Ballet: Tiger/Tiger Tale
Chris Goode & Co Men in the Cities Scotsman Fringe First
Stage Award for Acting Excellence
Chris Thorpe Confirmation Scotsman Fringe First
Common Wealth Theatre No Guts, No Heart, No Glory Scotsman Fringe First
Lyric, Hammersmith Secret Theatre season Stage Award for Acting Excellence
National Theatre of China Green Snake
Northern Stage at King’s Hall

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Paper Birds Broke & Blind (with Grace Savage)
Scottish Dance Theatre Miann
Taiwan Season
Wales Millennium Centre / liveartshow The Future For Beginners Musical Theatre Network Award

2013
Babakas Our Fathers
Northern Stage debut Edinburgh season at St Stephen’s Scotsman Fringe First
Karavan Ensemble Somnambules
Lucy Hopkins The Veil
Paper Birds On The One Hand
Tristan Bernays The Bread and The Beer
Thickskin Chalk Farm
VaVaVoom Breaking News

2012
Caroline Horton and China Plate Mess Best Ensemble, Stage Awards
Chris Goode Monkey Bars
Contact CountryBoy’s Struggle
Melanie Jones Endure: A One Woman Show
Northern Stage debut Edinburgh season at St Stephen’s
Old Vic New Voices debut Edinburgh season at Underbelly
The Ruby Dolls Rubies in the Attic
Square Peg Rime
Sue MacLaine Still Life

2011
Adam Riches Bring Me The Head of Adam Riches Fosters Award Winner 2011
Analogue 2401 Objects
BAC at Pleasance
Belarus Free Theatre Minsk 2011 Scotsman Fringe First
Chris Goode The Adventures of Wound Man and Shirley
Fuel The Simple Things in Life Herald Angel Award
Greg McLaren Doris Day Can Fuck Off
Greyscale Tonight Sandy Grierson Will Lecture, Dance and Box
Para Active Hotel Medea Herald Angel Award
IdeasTap
Inspector Sands If That’s All There Is
Nigel and Louise The One Man Show
Rachel Blackman Stillpoint
The Paper Birds Thirsty

2010
Adam Riches Rides
China Plate / Caroline Horton You’re Not Like The Other Girls Chrissy Best Solo Perf., Stage Awards
Colin Hoult Enemy of the World
Northern Stage Apples Herald Angel Award
Laura Mugridge Running on Air Scotsman Fringe First
Theatre Delicatessen Pedal Pusher

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