Case Studies


AzteQ – IT Services PR Case Study

AzteQ – IT Services PR Case Study

AzteQ - Pedal to the metal

How EC-PR helped AzteQ achieve focus with a communication strategy that has resulted in better client relationships and winning more business.

Context

When EC-PR approached AzteQ in 2019, it was operating as three separate technology businesses, comprising a managed services element, user adoption specialist and an ICT support provider. The three companies had been merged just before the outbreak of COVID-19, in the firm belief that together the company had a powerful, yet still undefined, market offering.

Challenge

Operating in the highly competitive technology market, the newly formed company lacked a clearly articulated value proposition – a compelling reason to choose the AzteQ brand – and as a result, the brand lacked purpose and visibility. The natural desire to chase all available sales opportunities meant the business needed focus regarding who it should proactively target, and messaging was poorly defined and inconsistent. Nevertheless, the business benefited from visionary leadership, in-depth senior expertise and a resolute commitment to doubling the size of the business over the next two years.  AzteQ is a small business and any investments, internal or external, must work hard and deliver outcomes which drive business growth.

Approach

EC-PR facilitated two Messaging Lab workshops, the output of which was the communication strategy, which comprises five key elements: the value proposition;  industry prioritisation; target personas; positioning statements and messaging.

In addition and to evidence the company’s commitment to its customer-first approach, EC-PR helped the company to document its unique approach to client solutions in a clearly defined, and therefore repeatable, step-by-step, method statement. The result of this collaboration is AzteQ CUBe, the user-first framework for digital transformation strategy.

EC-PR interviewed a cross section of AzteQ customers to obtain feedback to shape the business’ priorities and refine the communication strategy.  The final version of which was used to brief both the branding agency and web designer so that all the marketing assets, including the website, are aligned moving forward.

Separately, in preparation for the PR delivery stage, a Media Lens competitive benchmarking process was undertaken to identify the topics on which an AzteQ editorial narrative could be developed.

OUTCOME

The Communication Strategy has provided clarity and unity of purpose, across both the leadership team and the entire business.  After just a few months AzteQ has emerged with a strong value proposition, new brand identity and clear, compelling messaging with which to approach the marketplace. It is winning business, having more interesting conversations and its already motivated workforce is now focused, engaged and turbo-charged!

Its unique delivery model, AzteQ CUBe, has received excellent feedback from employees and customers. The step-by-step guide, “Building a User-first Technology Framework”, has been well received by AzteQ’s integrators and resellers, giving rise to powerful, new alliances.

AzteQ CUBe logo

“AzteQ has seen an incredible transformation, with return on our investment in EC-PR within months, particularly in building more depth of business with our current clients. From the messaging labs to the launch event, EC-PR has taken success way beyond what I thought possible.”

Pip Thomas

Customer Experience Director, AzteQ

Results

AzteQ identified the following business benefits because of the work with EC-PR:

  1. Our tenders are more comprehensive, targeted and relevant
  2. Prospects are more interested in what we have to say
  3. Starting conversations is easier and we get to the issue quicker
  4. We are clearly differentiated from our competitors
  5. Our leadership is aligned
  6. Our people are more engaged with the business and understand where they fit
  7. We are more consistent in the way we all talk about AzteQ
  1. We know exactly who we should be targeting saving time and resources
  2. We know what we should be saying to secure interest
  3. We feel we are now presenting the best version of AzteQ to the wider world
  4. There is less ambiguity in our communication internally and externally
  5. We are more visible, valued & understood in our marketplace
  6. We understand what is required by our customers is a speedy process
  7. The assets we are building are future-proofed
technology pr

Technology PR

EC-PR is a B2B PR agency specialising in Technology PR and STEM industries. Read more about our Tech PR offering here.

 

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GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Editorial Case Study vs Sales Case Study: What Are the Key Differences?

Editorial Case Study vs Sales Case Study: What Are the Key Differences?

Editorial Case Study vs Sales Case Study: What Are the Key Differences?

Wordcount, formatting, and focus are three of the ten key differences between an editorial and sales case study. Both are excellent promotional vehicles and play an important role in PR and marketing communications.  You can use a case study to do different things during the sales process.  They do this by getting your company achievements out to prospective customers – directly, by what you say about yourself, or indirectly, through what is said about you. Either way, they’re a great way to show off what you do well and to competitively position your brand.

When it comes to writing a case study, there are a few approaches you can take in terms of delivery format such as video, text, and podcast.  Both types of case study cover the background, challenges, solution, and outcomes but there are some subtle differences between the two.

What are the key characteristics of an editorial case study

Editorial case studies tend to be longer – they act as a storytelling device, with a narrative structure of 800-1200 words. They are detail-oriented, focusing on the whole customer journey and perspective of the problem, range of solutions available, decision-making rationale and subsequently, the business impact of the solution they selected.

Objectively written, and more authoritative in nature, editorial case studies, can carry more information about the business and its area of expertise. This is not dissimilar to the elements you might find within a thought leadership strategy that shows a company or a spokesperson as an authority figure in the industry, giving articulate, informed and engaging opinions on crucial topics.

planning case studies

What purpose does an editorial case study serve?

Editorial case studies help to build credibility through endorsement and create brand awareness. They will have most appeal to people already in the buying cycle. They offer up an excellent opportunity for prospects to engage with an independent view of a real-life example of how your company has benefitted a customer. In fact, the best editorial case studies will feature extensive direct contributions and comments from specific customers who are happy with your services.

If a customer has increased revenue or been able to grow, the results speak for themselves, without having to actively ‘sell’ anything. It’s a great way to publicise the value of the products and services you offer and create familiarity. Editorial case studies are designed to educate and inform.

Where do editorial case studies appear?

An editorial case study falls into the category of ‘earned media’ and will appear in third-party channels such as magazines and websites. The publications that pick this up will focus on issues from a reader perspective and therefore have an interest in how customers are addressing common challenges. Editorial case studies, written by an expert writer, or journalist, are perfect collateral for these kinds of publication, as they are solution-oriented rather than sales focused.

The overall tone is considered and credible, leaving the reader confident that your business has the solution they’re looking for because of what respected third parties have chosen to say about you.

What are the key characteristics of a sales case studies

One of the most evident differences between a sales case study and an editorial case study is the length and structure. Sales case studies are considerably shorter at only 450-600 words and are usually much more succinct. For that reason, companies opt for snappier sentences, with more adjectives, and bullet points to get their message across in as few words as possible. This helps to spark interest and draw the reader in. Sales case studies are written from the perspective of the company and tend to focus on the specific features and benefits that your company, alone, can provide underpinned by great customer quotes.

What purpose does a sales case study serve?

The purpose of a sales case study is to highlight the reliability of a product or service in delivering on its customer promise (aka value proposition) and the excellent customer experience delivered.

Rather than objective, these case studies are partisan, they are passionate advocacy pieces rooted in fact but designed to do one thing – reassure and entice. They make an excellent business case that entices buyers and prospective customers into stepping into the sales funnel.

Where do sales case studies appear?

A sales case study can appear in a variety of forms in any media over which you have complete control, known as ‘owned’ media. This includes channels such as your website, LinkedIn, Twitter, sales presentations, and company brochures. A sales case study would never appear in high quality third-party media – unless as an advertorial – which immediately reduces its credibility. The overall tone of a sales case study is persuasive and provocative. It serves to convince a customer of a company’s benefits and inspire interest in products and services. It should aim to answer some of the most pressing questions first and then explain how you will help them do business better.

How to write your own case studies

If you’re looking for ways to grow your customer base and create new leads, case studies are an excellent tool. You don’t always have to pick between editorial or sales either. Both can be leveraged side by side to appeal to different customer segments, create stronger brand awareness and coax more leads into your sales funnel.

Your B2B case study checklist

Editorial case study:

800-1200 words
Narrative
More authoritative, thought leadership
Objectively written

Focus on the customer’s perspective and their view of the problem

This is Solution message oriented

Appears in 3rd party channels, it appears in earned media e.g., a magazine

Tone: considered and credible

What’s its value to you? Endorsement, positioning, expertise

Trust level: High

Sales case study:

Considerably shorter 450-600 words

Bullets permitted

More adjectives

Subjective/partisan

Written from your perspective

This is Value message oriented

Appears on your website/sales collateral, it appears in owned media e.g., your website

Tone: persuasive and passionate

What’s its value to you? Education, evidence

Trust level: Low

If you want to know more about B2B communication and the work we do here at EC-PR, get in touch.
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Blu Wireless Tech PR Case Study

Blu Wireless Tech PR Case Study

Blu Wireless - Tech PR

How EC-PR built brand visibility in key target markets for Blu Wireless and achieved #1 Share of Voice in the UK amongst competitors

Context

Blu Wireless is disrupting the market with ultra-fast and seamless 5G mmWave solutions engineered for emerging connectivity needs – from smart city networks to connected vehicles and high-speed transport. Blu Wireless works with integrators, manufacturers and service providers to deliver the superior reliability and speeds of connectivity needed for the data-intensive applications of the future.

Challenge

Blu Wireless’ awareness in its key market segments was varied. In high-speed transport, it had a relatively high level of recognition but wanted to build strong thought leadership in key target publications. In other key target markets, such as defence, the brand needed visibility and wanted to gain recognition for their expertise in this field.

Approach

EC-PR proposed a 12-month media campaign titled ‘Leading with intent’ aimed at ensuring Blu Wireless becomes visible, valued and understood amongst its target customers (C-suite executives and technical experts such as Senior Engineers) across three core segments – public safety/smart cities, defence and high-speed transport, in both the UK and USA. The main objectives of the campaign were to increase brand visibility through thought leadership and establish a dominant share of voice on key messages.

The campaign was centred around a highly targeted proactive media outreach. This was underpinned by strong customer proof points/case studies, partnerships (Blu Wireless’ collaboration with Liverpool 5G Create), thought leadership content (an insight paper) and carefully crafted media narratives that highlighted the disruptive effect of mmWave technology on the future of the three vertical markets and the pioneering expertise that Blu Wireless could offer. 

OUTCOME

Within a year, Blu Wireless achieved #1 Share of Voice (61%) in the UK among its key competitors, with the next best competitor recording just 16% of the UK Share of Voice. The campaign generated tier 1 press coverage in key verticals, particularly in transport and defence-focused publications, such as Global Railway Review and European Security & Defence.

Blu Wireless’ partnership with the Liverpool 5G Project has also garnered a steady stream of coverage in key IT and telecoms publications, such as Computer Weekly, Government Computing, and UK 5G Innovation Briefing.

The ‘Public Safety Beyond Covid-19’ insight paper featured contributions from five authors, notably from the University of Liverpool/Liverpool 5G Create Project Lead and Connectivity Technologies Ecosystems Manager at Facebook, helping cement Blu Wireless’ authority and visibility in the 5G space.

Blu Wireless logo

EC-PR has become our strategic communications partner that delivers not just robust advice but also challenges us as a business. Their ability to create outstanding thought leadership is complemented with a highly professional, tenacious and transparent approach to campaign delivery.

Ciara Barron

Head of Brand and Communications, Blu Wireless

EC-PR’s in-depth understanding of the telecoms and transport industries has strengthened our thought leadership in these markets. What was particularly valuable to us was EC-PR’s strategic recommendation onto how to build awareness in the defence sector where we have started to see some positive results.

Mark Barrett

Chief Marketing Officer, Blu Wireless

Results

#1

Share of Voice in the UK against its key competitors

61%

Share of Voice compared to its nearest competitor who recorded 16%

Tier 1

Press coverage, such as Global Railway Review and European Security & Defence

Share of Voice in the UK against its key competitors

Share of Voice compared to its nearest competitor who recorded 16%

Press coverage, such as Global Railway Review and European Security & Defence

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technology pr

Technology PR

EC-PR is a B2B PR agency specialising in Technology PR and STEM industries. Read more about our Tech PR offering here.

 

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GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Socura Cybersecurity PR Case Study

Socura Cybersecurity PR Case Study

Socura - Cybersecurity PR

How EC-PR transformed the Socura proposition into a compelling media narrative, delivered outstanding thought leadership and valuable marketing outcomes.

Context

Socura offers a Threat Detection and Response managed service, often referred to as MDR. The service acts as an extension of clients’ in-house capability and is operated by a team of highly experienced security experts. Socura’s analysts work in partnership with the customer to detect and defend against cyber threats.

Challenge

Socura was a new entrant to the highly competitive cybersecurity market looking to establish its share of voice and make its brand visible, valued and understood amongst target customers.

approach

EC-PR proposed a comprehensive PR launch programme that spanned the development of a Brilliant Ideas Bank – a repository of engaging ideas for thought leadership and comment, and an insight paper titled ‘Cyber Security in a Post-Pandemic World’, providing the business with an ‘in’ to discuss with the media and provide the brand with relevance.

The launch campaign also consisted of a highly targeted proactive media outreach that was looking to secure thought leadership article placements, media interviews and brand mentions in cybersecurity and health and care press – two key sectors for Socura.

OUTCOME

The Socura insight paper launch had an immediate and powerful impact on the brand’s share of voice and visibility, including SEO rankings. Coverage in tier 1 tech publications such as Information Age and PCR was accompanied by influencer recognition on social media by the likes of Lisa Forte, a high-profile UK cybersecurity influencer.

The campaign continued with a steady stream of high-quality article placements, including in CISO Mag, Infosecurity Magazine, HealthTech Digital and Tech Native, firmly positioning Socura as a cybersecurity thought leader with a strong focus on health and care.  

Socura logo

EC-PR’s in-depth understanding of the cybersecurity industry has helped secure internal buy-in among our key executives and position them as thought leaders in the market. EC-PR’s strategic counsel has added great value to our PR function and empowered us to become more strategic in our approach to communications.

Andrew Kays

CEO, Socura

We have been totally sold on the value of PR. EC-PR’s expertise, dedication and the ability to transform our proposition into a compelling media narrative has not just built the foundations for our brand awareness and delivered outstanding thought leadership but also generated additional marketing outcomes, such as propelling forward our SEO ranking and social media engagement.

Anna Bancroft

Marketing Manager, Socura

Results

Visits to the
Socura website
increased by

Web-page engagement increased by

Engagement rate per session increased by

Visits to the
Socura website
increased by

32%

Web-page engagement increased by

54%

Engagement rate per session increased by

89%

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Cybersecurity PR

Cybersecurity PR

EC-PR is a B2B PR agency specialising in Cybersecurity PR and STEM industries. Read more about our Cyber Security offering here.

 

Related PR services

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

IPTEnergised Environment PR Case Study

IPTEnergised Environment PR Case Study

ITPEnergised

B2B PR Case Study - energy & environment
ipte environment pr case study

BACKGROUND

Founded in 2013, ITPEnergised is a world leading consultancy providing energy, environmental, engineering, technical advisory and renewables asset management services on thousands of projects at all scales, in more than 150 countries.

ITPEnergised ITPE logo

Problem

Lack of clarity and consistency in marketing communications with energy and environment target audiences

With an ambitious and visionary Managing Director at the helm, Jonny Clark was focused on growing the business but recognised that to do so, there were aspects of the business that required attention.  Particularly, the absence of a clearly defined communication strategy meant that there was a lack of consistency across the organisation when communicating with its target audience both in how it differentiates itself and why customers should care.

envrionment pr and communication strategy to stand out
With a rapidly growing market and competition fierce, it became clear that a more targeted and focused approach to its marketing and communications was needed to ensure ITPEnergised stood out from the crowd and were in the best possible position to deliver against their growth objectives.

SOLUTION

Communication strategy,  stakeholder research and B2B PR campaign planning

Through the facilitation of its Messaging Lab workshops and in-depth engagement with the senior leadership team, EC-PR developed a communication strategy which included five key components:

1 the value proposition;
2 industry prioritisation;
3 target personas;
4 positioning statements
5 and messaging.

This strategy now forms the backbone, to inform and guide all marketing communications moving forward.

To ensure the communication strategy is aligned with customers’ perceptions, EC-PR also conducted validation research amongst a small group of ITPE’s external stakeholders.

 

Outcome

“Thanks to EC-PR’s support, we now have a blueprint which clearly defines how sales and marketing are going to assist us in delivering the business plan, providing us with clarity as to where we need to invest our resources for greatest impact.  We now feel a sense of empowerment and it has renewed passion and pride in what makes the ITPE brand so special.”

Jonny Clarke

Managing Director, ITPEnergised

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‘Shining a Light’ on Pacer Optoelectronics

‘Shining a Light’ on Pacer Optoelectronics

Pacer - Thought Leadership

‘Shining a light’ on complex tech

Pacer case study: Shining a light on complex tech

BACKGROUND

For the past 30 years, Pacer has been the optoelectronics partner of choice for its OEM customers seeking specialist knowledge. Light is the theme that links all its customers – whether in the medical, military, commercial, industrial or security sectors.

Problem

Pacer’s Marketing Communications Manager, Wendy Vinson, believed that the business was missing out on opportunities to showcase its technical prowess and reinforce its leadership status through bespoke thought leadership but with limited resources, external support was needed.

Pacer logo

SOLUTION

EC-PR designed and delivered a focused thought leadership programme that would help to not only shine a light on the unique optoelectronic expertise Pacer delivers to its customers, but provide the business development team with engaging and insightful material to open doors to new business.  The campaign included development of a brilliant ideas bank and thought leadership articles – all of which were placed, guaranteeing coverage.

 

Outcome

“What attracted me to EC-PR, particularly Lorraine and Liz, was their absolute conviction in delivering results.  Its 100% track record in placing feature articles came to the fore within this campaign, giving me complete confidence in their approach and ability to deliver.  The programme has ignited significant interest within the business in the importance of media engagement and I’m looking forward to continuing the good work with EC-PR.”

Wendy Vinson

Marketing Communications Manager, Pacer

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We are a PR agency with a difference. Being in the right place at the right time. We will deliver feature length coverage in your target press... or your money back