Building visibility in local communities
Specsavers is one of the UK’s most recognisable high street brands, however each optical store and audiology business is individually owned and run. That means local reputation and trust are just as important as national brand awareness.
With over 1,000 Specsavers stores across the United Kingdom and Republic of Ireland, we support 250 of those based in the East, Midlands and South. The challenge has always been the same: how do we take the power of a national brand and make it feel personal in each local community?
Our Solution
PR with a local heart
At Target, we know that communities connect with people, not just logos and brands. That’s why our approach to Specsavers’ PR is rooted in celebrating the real stories, achievements and contributions of local stores.
SHINING A LIGHT ON PEOPLE AND COMMUNITY
We highlight the faces behind each store, from long-serving team members who have cared for generations of families, to staff taking on challenges like climbing Kilimanjaro for charity, to colleagues supporting local causes. These stories show Specsavers as more than a business; they show it as part of the fabric of the local community.
HYPER-LOCAL MEDIA RELATIONS
By building strong connections with local and regional journalists, we ensure that Specsavers’ news stories land where they matter most. From new store launches, highlighting the clinical expertise of the team to colleague milestones and fundraising for local causes, we position Specsavers as a trusted local neighbour while reinforcing its national credibility.
COMMUNITY GROUP ENGAGEMENT
We support stores with tailored activity for their local Facebook community groups, creating content to ensure every story reaches the right audience. This strengthens digital presence, complements our regional media relations whilst at the same time keeping engagement personal and community-led.
REGIONALISED CAMPAIGNS WITH NATIONAL RELEVANCE
We support Specsavers’ national PR team when they run campaigns, regionalising the story so it resonates locally. This enables Specsavers to speak with one voice across the UK while ensuring messages stay relevant to each audience.
The Results
Lasting community connections at scale
Over 20 years, our ongoing partnership with Specsavers has helped individual stores stay visible, trusted and valued in their local communities, while reinforcing the strength of the brand nationally. In the last 12 months, our local store PR programmes have delivered:
- 540 pieces of local and regional media coverage
- A reach of more than 300, 000, 000 across Central England
- Supported stores in the region to raise more than £60,000 for charities and good causes
”We’ve worked with Target for more than 20 years, and throughout that time, they’ve continued to be a trusted and valued part of our extended team. Their creativity, adaptability, and deep understanding of the evolving PR and social landscape consistently delivers outstanding results. Whether it’s supporting national campaigns or tailoring local PR and social media activity for our Specsavers businesses, the team approaches every opportunity with enthusiasm, professionalism, and a genuine commitment to excellence. They’re a true pleasure to work with and a real credit to the industry."
Kim BullSpecsavers' Brand Communications Lead