Cats Protection is the UK’s leading feline welfare charity with a nationwide network of around 230 volunteer-run branches, 37 centres and over 100 charity shops that together helps around 200,000 cats and kittens each year.
In addition to using Vuelio for Press Release Distribution, Contact Management and Media Monitoring, we work with the Insights team to evaluate our performance and understand trends in the media landscape.
Before switching to Vuelio, the reporting we received was quite basic and on a very top line level. We knew that in order to really evaluate our performance over time and benchmark ourselves against our peers, we would need to take a more detailed view that would reflect our goals and objectives. Having not done this for a few years, we needed some support in setting up a best practice framework.
We met with the Vuelio Insights team to discuss our needs. They listened to us, understood our challenges and talked us through the different options that suited us. Since this was a new way of reporting, they made everything clear and transparent without all of the complicated jargon that some companies use. They understood that we needed something that is easy to understand yet effective.
We settled on monthly dashboard reports to keep our fingers on the pulse, in addition to more detailed quarterly reports to evaluate our previous results and also learn from the findings for the future.
We also included a number of report allocations, to be used across the year for various campaigns. Knowing they were already included and we could use them as and when needed meant we didn’t need to worry about them. We have used these reports to understand campaign success and to provide our sponsors with key metrics, with each one tailored to each campaign. When the pandemic hit in 2020, many of our campaigns were cancelled, but as the service with Vuelio is flexible we were able to use these allocations to understand the impact that COVID had on our industry.
Benefits and Results
The reports that Vuelio provides equip us with the key metrics we need to evaluate our performance, as well as the digestible analysis to help us understand the results and how to improve in the future. Receiving these reports also saves us valuable hours of time totting up figures and working out percentage increases or decreases in both our coverage volume and reach. The reports also highlight trends in our coverage that we may not have spotted as well as target areas to work on.
Our relationship with the Insight Team has grown and we have continued to work together to develop the reporting and analysis framework into what we use today. They are always on hand if we have any questions, which is an added bonus in terms of support on top of our Account Management and Support team.