Emmett Technique

Timescale: May 07 – April 08
Brief: Support the launch of a new light touch body therapy (founded in Australia) into the UK

Objectives:
1.    Raise awareness of Emmett Technique - a simple but powerful technique; the relief it provides is so immediate that both practitioner and client see the results before the client leaves the clinic
2.    Support the recruitment of delegates to the UK training workshops
3.    Educate the public about Emmett and its positive effect

PR Strategy:
Target professional magazines to introduce the Emmett to a variety of therapists
Target key health consumer magazines to reach potential clients

Plan:
A number of press releases were written and issued over the year to the leading professional magazines; articles were drafted for specific magazines; interviews were set up with the UK coordinator.
Select consumer health magazines were briefed and offered free treatments
Features were planned and discussed with key consumer health magazines

Measurement and evaluation:
News articles and in-depth features in major health consumer papers, and professional press, were published

Results:
By February 2008, Emmett had trained 65 therapists in the UK