Discover how Animo PR, an award-winning strategic communications agency based in Yorkshire, depends on Roxhill’s Media Database to save time, improve their reporting and strengthen their media lists – enabling them to pitch with confidence and drive coverage for their clients.
Why Roxhill?
As a specialist communications agency, Animo PR depends on accurate media intelligence to deliver results. Like many agencies, they faced a persistent set of challenges when it came to media outreach:
- Keeping up to date with journalist contacts amid frequent role changes
- Ensuring their pitch was relevant for their targeted outlet
- Wasting time on manual research
Before adopting Roxhill, the team spent significant time on looking at mastheads, cross-referencing social profiles and verifying journalist’s beats before pitching.
When they were trialling media database platforms, Animo PR were looking for accuracy, reliability and ease of use.
Here are a few reasons why Roxhill emerged as the best fit:
Best-in-class journalist data
Since becoming Roxhill clients, the depth and accuracy of our data has made a huge impact in Animo’s day-to-day.
They no longer have to research a journalist’s beat, recent bylines, social media profiles and bios to build an accurate picture – Roxhill aggregates all that information and puts it at their fingertips, instantly.
“Having everything in one place with the media profiles is really beneficial to us in terms of time saving. It also gives a lot more background to each of the journalists, so that’s been a real game changer for us.”
Customer support
Strong customer support reinforced the value of the platform. During onboarding, a Roxhill team member walked Animo PR through the database and its key features, helping them get value from day one without feeling overwhelmed.
“We found it really helpful when one of the Roxhill team showed us around the database. We could get started straight away and didn’t feel lost in the platform.”
A friendly interface
Getting used to a new platform can be frustrating and, often, there’s a steep learning curve that can really slow down an agency’s work.
Roxhill was built by PRs for PRs, not by third-party developers, so it would be easy to integrate into our clients’ working day.
Animo loved how easy it was to use Roxhill from the very beginning.
“That was a big thing I think when we were looking, because I trialled Roxhill and other databases and user-friendliness was a key part of what we wanted. It just made sense to us.”
The specific tools Animo uses to drive results
Here are just a few of Roxhill’s tools that have streamlined Animo’s processes.
1. Journalist moves
The journalist moves feature on Roxhill’s homepage and in daily email updates quickly became indispensable. These alerts notify the team when a journalist has moved role or outlet, removing the need for manual checks and ensuring media lists are always up to date.
2. Map tool
Because Animo PR is based outside London, finding the right local contacts for their campaigns is crucial.
With Roxhill’s map tool, the team can hone in on relevant outlets and journalists, creating targeted lists and finding new opportunities.
3. Pinpoint
Roxhill’s Pinpoint trend analysis tool which shows the performance of keywords over time has become invaluable for client reporting and demonstrating the impact of their work.
The team uses it to monitor client mentions and identify spikes in coverage following PR activity.
By analysing defined time periods, they can clearly show how campaigns correlate with increased media exposure and drive conversations.
4. Verified metrics
Roxhill provides up-to-date circulation figures and unique monthly visitor statistics for each publication, giving Animo PR reliable metrics to include in client reports.
“”Roxhill has made our work so much easier – it’s been so beneficial to us in the quality of our work and ensuring that client reports are accurate.””
The impact
Since implementing Roxhill, Animo PR has:
- Reduced admin time spent verifying media contacts
- Built more accurate and relevant media lists
- Improved confidence in pitching decisions
- Enhanced client reporting with up-to-date metrics
- Embedded campaign insight using Pinpoint
For agencies that want accuracy, a user-friendly platform, plus friendly customer support whenever you need it, Roxhill is the clear choice.
To learn more about the agency behind this case study and explore their projects, visit the Animo PR website at https://animopr.co.uk/.
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