Positive supply chain reaction

Jul 3, 2024

Positive Supply Chain Reaction

SELIS (the Shared European Logistics Intelligent Information Space) was a three-year €17 million research project funded by the European Commission.

The project strived to bring together 37 partners from across Europe including research organisations, SMEs and large industry players. SELIS’ role was to deliver an open source, cloud-based intelligence platform for logistics collaboration.

SELIS Case Study

“EC-PR has quickly grasped the complexities of the SELIS project and managed to transform them into a compelling media narrative.

“By building strong connections with our project partners and bringing them into media activities, they have strengthened the credibility of our story, which is important for future commercialisation of the project’s innovations. The results generated have been impressive.”

Dr. Takis Katsoulakos

MD, Inlecom Systems, the SELIS project coordinating partner

The aims of the project were to motivate faster, more efficient, flexible and sustainable supply chain ecosystems across Europe.

Dangers and Desires

After three years of promoting the project while it was in its research and development phase, the SELIS project team had experienced very limited success in raising awareness of the project among its key target audience.

The logistics community, which was set to be the main adopter and beneficiary of the project’s innovative platform, was largely unaware of the strides the project was making and SELIS wanted to change this. A new approach was required. It was time to call in EC-PR.

Design

Reaching the logistics community was pivotal to the success of the SELIS project. With this goal in mind, we devised an intensive three-month proactive media outreach programme that would target key journalists and influencers in the sector and raise awareness of the project across Europe.

Campaign Delivery

Profiling key journalists and influencers
Securing article placements
Arranging media interviews
Developing news announcements
Creating thought leadership articles and blogs

Targeting key journalists and influencers

Using our PR expertise and global database of journalists and influencers, we set to work creating a list of key media outlets and individuals across Europe who had an active interest in the logistics industry and could help spread the word about the SELIS project.

Securing article placements

Once our list was complete, we set about creating a series of outreach articles and news stories that celebrated the successful conclusion of the SELIS project and promoted the commercial benefits of adopting SELIS’ logistics collaboration models.

After an intensive and brief ramp-up period, the PR programme swiftly generated the first tangible results. This included press coverage in tier 1 media outlets, such as Forbes and Intelligent CIO.

Thought leadership articles

To generate further interest and highlight the benefits of the SELIS project, we created a series of expert articles featuring comment and insight from Dr. Takis Katsoulakos and Makis Kouloumbis of Inlecom Systems (the SELIS project coordinating partner).

As a result, we secured coverage across numerous industry outlets, including JOC.com, Logistics Voices, Supply Chain News, Computer Weekly and TechTarget.

Media interviews

To endorse the benefits of the SELIS project among its key target industry, we communicated the results of the SELIS ‘Living Labs’ (real-life testing environments) through a series of press interviews with key Living Labs partners from the industry and academia.

Distinction

In total, as a result of our targeted approach, we secured 15 pieces of coverage in trade and tier 1 business publications, 4 interviews with SELIS project partners, 3 feature articles in key industry outlets and 1 expert speaking opportunity.

Through the media networking that was built and exposure in target publications, SELIS succeeded in reaching their most desired audience, getting their message across and laying fertile ground for future communications.

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Actionable intelligence and insight

Jul 3, 2024

Home · Case Study · BMT Group

Actionable Intelligence and Insight

BMT is a maritime-orientated high-end design house and technical consulting firm driven by a passion for solving complex, real-world problems.

Established in 1985, they deliver design and engineering excellence to the energy, transport and defence sectors.

BMT Case Study

“The project was invaluable, both in terms of intelligence gathering and as a means to rapidly establishing relationships with the senior operators within the group.”

Jenni Williamson

Head of Marketing – Corporate Support, BMT Group

Dangers and Desires

BMT has over 1300 professionals, located across 27 offices in the Americas, Asia, Australia and Europe. Building strong relationships with its directors at sub level is key to delivering the high-quality and innovative solutions that BMT is renowned for. Although crucial to the firm’s success, engaging with BMT’s subsidiaries can be time-consuming and challenging.

As part of refining and improving its global PR strategy, BMT’s Group Marketing Team wanted to strengthen relationships with BMT’s subsidiary directors and improve communication channels.

Here’s how EC-PR engaged BMT’s key stakeholders and helped to build collaborative interactions across teams.

Design

Identifying and understanding market nuances in each country presents many challenges for BMT’s Group Marketing Team and can make all the difference to the success or failure of a campaign.

The team wanted to create more collaborative connections with its subsidiaries that would successfully set and manage expectations while helping to build better interactions in future.

EC-PR’s proven success in developing multi-national global PR strategies meant we were well equipped to deliver BMT’s objectives. We proposed a solution that would engage BMT’s subsidiaries and help to refine marketing activity in each region, while maintaining global brand consistency.

Campaign delivery

Identified core objectives.
Developed a structured fact-finding programme.
Organised recorded interviews with key stakeholders.
Collated and reported key findings

Structured fact-finding

Working closely with BMT’s Group Marketing Team, we devised a series of questions for subsidiary representatives designed to extract relevant information, spark ideas and gather market insight that was previously unattainable or lacked substance.

Recorded interviews

Key to gathering the required data and intelligence was communicating effectively with subsidiaries.

Face-to-face communication has proven to be more effective when compared to written or audio-only conversations, allowing for nonverbal cues to be picked up and understood.

According to Forbes, face-to-face interactions are also 34 times more effective than alternative forms of communication, helping to reduce misunderstandings and create more collaborative conversations.

With these compelling reasons in mind, EC-PR recommended engaging with BMT’s 35 subsidiary MDs and Senior Group Executives, including Sector and Regional Directors, as well as BMT’s FD and Group Chairman through a series of face-to-face recorded interviews.

This enabled EC-PR to successfully gather the intelligence and information needed to hone BMT’s PR strategy at a global and regional level and identify key findings from each subsidiary quickly and with maximum engagement.

Collation of key findings

Following the completion of each interview, EC-PR collated all information in a format that clearly defined each subsidiary’s key requirements and highlighted critical factors affecting potential outcomes.

Distinction

As a result of our work, BMT’s Group Marketing Team was quickly able to uncover invaluable information that has helped to improve the success of its PR campaigns globally and rapidly develop relationships with its key stakeholders across all 23 subsidiaries.

Interactions with subsidiary teams are now more frequent, allowing the Group Marketing Team to gather intelligence and be notified of country-specific developments without delay.

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