Case Study: Frambourne
"We particularly wanted local press stories and after specifying relevant sources I was very impressed by the quality and range of stories that we got."
Frambourne Ltd is the owner of a website and directory service aimed at rural businesses. Frambourne needed a top class news service with regular updates for a dedicated news section on its site.
A newsfeed integrated into a dedicated page on the site.
Keywords included: Foot and mouth, foot & mouth, BSE, countryside, rural, farming, farmer, farmers, farm, farms, agriculture, agricultural, dartmoor, exmoor, peak district, lake district, the fells, new forest, cumbria, cumbrian, dumfries, galloway, tourism, tourists, green belt, green field site, green field sites, towns, village, villages, FMD, genetically modified, GM seed, GM food, GM trial, GM trials, GM crop, GM crops, GM farm, GM farmer, GM farming, GM farmers, tourist trade, tourist industry, DEFRA, Department for Environment, Margaret Beckett, Michael Meacher, Alun Michael, Lord Whitty, Lord Haskins, Elliot Morley, northumberland, brecon beacon, biosecurity, bio-security, animal movement, animal movements, livestock movement, livestock movements, moving animals, livestock sale, livestock sales.
What Ian Lambert, managing director, Frambourne, had to say
What were you using before NewsNow?
We had no other news monitoring service.
What made you consider such a service?
We looked at some free services but I found that they were not selective and you were dependent on what they provided. We needed something that would allow us to select on a range of criteria. I looked at a range of paid-for services and NewsNow came out best on price and offering.
How did you specify what you wanted?
I spoke directly with NewsNow customer support and together we created a list of keywords that fit the bill. We trialed it for a month and made a few changes to get it just right. It was a painless process. Basically we added and subtracted sources and we cut out some non-UK sources to increase relevance. I liked the fact that we could specify not just keywords but relationships between keywords.
What other considerations were in play?
We particularly wanted local press stories and after specifying relevant sources I was very impressed by the quality and range of stories that we got.
This was particularly useful when we first launched as it was during the Foot and Mouth outbreak and it was key for our readers to get timely local information. It was also important to us that the newsfeed became integral to our site and that it was easy to use. Also the frequency - almost every five minutes - was essential.
What difference is it making to your news monitoring?
It's hard to say because we have never been without it! We certainly get a lot of hits on our news page so that speaks for itself. We even get hits from DEFRA (the Department of Environment Food and Rural Affairs). It would certainly be missed if we took the newsfeed off the site.
How has it been adapted since installation?
Mainly in terms of adding new sources and slight changes to the look and feel but overall we have been happy with the initial offering.
Where do you see it going from here?
I have just signed up for another twelve months with the newsfeed so I'm happy with it, and the service is good.