At TopLine Comms, our talented, hard-working people (and, of course, wonderful dogs) are the secret ingredient in our first-rate digital PR, SEO, and video production. We take care of each other and try to create a positive, compassionate environment in our offices because we know that everybody needs support to do their best work.
So you can imagine our excitement when Great Places to Work (GPTW) once again awarded us an Excellence in Wellbeing Award for 2019-2020. The award considered company culture, hiring processes, and equality measures (among many other factors) so we’re thrilled to have been recognised.
Great Places to Work initially asked us for a detailed culture audit and confidential employee Trust Index Survey to gather employee feedback and information about the programs and practices that make our workplace unique. The Trust Index aims to shed light on the employee experience by highlighting some of the core business areas that drive engagement. Some of the areas that the audit considered were the promotion of fairness and transparency, celebrating and recognising achievements, nurturing employee talents, and investing in a fun community and environment.
Our culture and values
We’re always looking to improve the experience of working here at TopLine. This involves implementing new initiatives to keep the team happy, engaged, and motivated – from wellbeing activities like yoga and laser tag to our new bonus system. We’ve found that flexibility is another key to enabling employees to flourish, and that balancing personal and professional makes it easier for teams to collaborate.
We recently updated our company values to reflect our evolving business. Our three new values are:
- Still learning, always learning.
- Creativity takes courage.
- Measure what is measurable and make measurable what is not.
These values draw from art and science to remind us to find inspiration in unconventional places while helping to drive all our structures, processes, and policies.
Excellence in Wellbeing
We were incredibly proud to rank on the Great Places to Work scheme last year, and we’re equally proud to have earned the award for Excellence in Wellbeing this year. We work hard to ensure that our organisation is a positive, supportive, and successful place for employees, and we’re glad that our efforts have been recognised.
To find out more about working at TopLine check out our recruitment page.PR challenges for science companies
As a science PR agency we have a pretty good idea of what challenges our clients face when it comes to sharing their stories.
It’s a complex, but exciting field – with new developments and breakthroughs happening all the time. So how do you manage this complexity to get everyone excited about new discoveries?
Breaking it down
Explaining challenging concepts and brand-new technologies in a compelling and digestible way is no easy feat. It’s important to break it down and always link developments to the bigger picture; when producing content start with ‘why’ and focus on the problem that your company is addressing.
Clear, consistent and careful messaging is key – people are not going to get excited about something they don’t understand, so think about your audience when developing content. For example, if you are speaking to a technical trade publication then the more detail the better, but if you’re speaking to national or more generalist media it’s important to have a high-level overview at the ready and be ready for unexpected questions.
To tell scientific stories effectively and get noticed, you need more than just the facts. You need to add colour to a story a bring it to life – this where a science PR agency can really help. One story can have hundreds of different angles – you just need to discover them, for example how it could be seen through the eyes of different audiences.
It’s also worth thinking about how to ‘show’ your story with visual aids such as video or infographics. The most complicated concepts can become simple when seen in an easily accessible way. Explainer videos are perfect for demonstrating new scientific products in layman’s terms.
Balance is key when it comes to revealing science stories to the world. Although you may think your story is the best thing since sliced bread and you’re mega excited to share it, it’s important to not over-hype it. Research findings especially can evoke lots of emotions from your audience, and you want to make sure that they are as balanced as possible. It’s your responsibility to make sure that the coverage in the press can be backed up with evidence, and that statistics are presented in the right way so that the public is not misled.
Of course, you should still be confident in telling your story and if it’s a truly revolutionary piece of research or new development then go ahead and let the world know about it. Timing is also important, as even some of the greatest science stories can be overshadowed by the news agenda – so it’s important not to be discouraged and to share news regularly.
Ultimately, great science communication is about combining solid data and creativity.
If you’re looking to promote your STEM offering, we might be the science PR agency for you. Contact us to find out more.
How to Launch a Successful ICO
The cryptocurrency market is undeniably growing in popularity. According to Tokendata, one of the more comprehensive ICO trackers, over 902 Initial Coin Offerings (ICOs) were launched in 2017, of which 41% were regarded a success. This year got off to a similar start: the first three months of 2018 saw ICOs collectively raise $6.3. billion – well over the total for 2017. ICOs are clearly an opportunity to raise some serious funds, but the failures can also be astronomical – in 2017, the total funds raised for failed ICOs amounted to more than $100m.
If you’re looking to launch an ICO and raise funds for your business or project, you might well be wondering how to do it without imploding. “Don’t commit fraud” is obviously a good start, but it’s also worth thinking about the conditions for success – and failure.
Our upcoming panel at London Tech Week on ‘How to Launch a Successful ICO’ is for anyone who is considering launching an ICO, raising investment or just interested in learning more on the topic. We’ll be discussing ICO successes and failures, with an exclusive preview of a new report on ICO companies.
Organised by TopLine Comms, our special guests include:
- David Gerard, Unix System Administrator and author of “Attack of the 50 foot blockchain: Bitcoin, Blockchain, Ethereum & Smart Contracts”
- Davide Vicini, CEO at Maveric SA
- David White, CEO at Keybox
Details of the panel:
Date & Time
Thursday 14th June
16.30 arrival for 17.00 start, with plenty of opportunity for drinks and networking following the speakers.
New Road Hotel
103-107 New Rd
Attendance is free however the venue has limited capacity, so please register to attend here.
For more information on the panel and London Tech Week, click here.
How to Make a Personalised Video – and Boost Audience Engagement
How do you get the whole world to watch your video? Easy. You make it personal for each audience. Video and personalisation are two very effective marketing tactics. Bring them together in a personalised video and your campaign’s ROI will sky-rocket: studies show that a personalised video campaign can increase click-through and conversion rates by up to 1500%.
Sounds great. So, how do you actually make a personalised video? Well, you make the content exclusive to the viewer. This could be anything from specifically mentioning their company, congratulating them on their accomplishments, or calling the viewer by their name.
One of the most memorable (and successful) examples of a personalised video is the Coca-Cola Share a Coke campaign. The strategy was simple: replace the logo on Coca-Cola bottles and cans with people’s names. The videos went viral, created a lot of positive online media noise and helped boost sales.
Need a company video? Download the Ultimate Guide to Commissioning a Corporate Video now!
In the words of Dave Carnegie: “Remember that a person’s name is to that person the sweetest and most important sound in any language.” Personalisation is both exciting and engaging. The viewer feels directly involved in what they’re watching, like it was made just for them. This turns the entire moment into a truly memorable experience.
Make a personalised video for B2B or B2C
Personalised videos can work for a variety of different audiences and uses – it really just depends on what is being marketed. The video can showcase what a company can do for a specific viewer, and talk about the skills and assets it has that they might need. It can advertise an upcoming company event, announce new products or build better brand awareness.
Like Coca-Cola, Cadbury is a good B2C example of personalised video success. The company made a series of personalised videos matching consumers to different kinds of chocolate. This was based on personal customer data – such as profile picture, name, age and location – gathered from the Cadbury Facebook page. Thanks to this campaign, Cadbury achieved a 65% click-through rate and a 33% conversion rate of viewers who completed a subsequent promotion form after watching their own personalised video.
As a leading B2B video company, we use personalisation to attract new business. We send personalised video cards to potential clients. A great deal of research goes into this. We look for the best companies to send the cards to, identify their needs and pain points, and crucially find out who in the company is best to address the card to.
When they open the card, TopLine’s head of video production pops up on screen and says “Hi [insert viewer’s name],” and goes on to explain what TopLine can do for the viewer’s company. This is followed by three examples of videos TopLine has done in the past for similar companies.
The reaction to these personalised video cards has been overwhelmingly positive. Most people are so surprised that it says their name that they want to keep watching and find out what the video is all about. It really does work! When you do it well…
Need a company video? Download the Ultimate Guide to Commissioning a Corporate Video now!
How do you ensure your personalised video is made well?
You have to research your target audience. You can’t get personal unless you know who they are. Gather as much information as possible about the company or person you are trying to reach – this will help keep the content of on point.
The entire process of making a good personalised video – and distributing it successfully – can be an intimidating task. Production can get tricky. A personalised video production strategy really depends on:
- How many videos you’re looking to roll out
- The level of personalisation
- The content
If you’re producing on a mass scale, you’ll need to use something like Idomoo or Photospire. They deal with vast numbers of personalised video rollout (hundreds of thousands) and can manage complex databases. If you’re thinking small-scale distribution, then you can easily self-produce a direct mail campaign – we’ve seen it work!
At the end of the day, we are all pretty self-absorbed humans. We all love to feel important and personalised videos play up to that.