Case Studies


Lifelong Learning Launch Case Study

Lifelong Learning Launch Case Study

Lifelong Learning Launch

Lloyds Maritime Academy Case Study

BACKGROUND

Following the development of its communication strategy which now forms the backbone of all marketing communications, Veronica Araujo, Head of Performance Marketing at Lloyd’s Maritime Academy recognised the importance of executing the plan to engage the media to elevate the brand and bring the new positioning of ‘lifelong learning’ to life.

Problem

Lloyd’s Maritime Academy had limited experience of proactively working with the media and wanted to leverage the knowledge and insights EC-PR had gained over the past two decades of working with trade journalists in the maritime sector.

Limited resources to develop new content also meant that Veronica and her team were keen to draw on EC-PR’s strong technical writing capabilities to provide editorial ideas and articles that would increase awareness and engagement within the target audience.

SOLUTION

The Lifelong Learning PR programme was specifically designed to help reflect the new, through life strategy. Activity would include the delivery of a regular news pipeline, the
development of a Brilliant Ideas Bank which reflects the communication strategy and business priorities with a specific focus on a ‘loud’ launch at London International Shipping Week 2019.

Outcome

Veronica Araujo, Head of Performance Marketing: “EC-PR played an instrumental role in helping us to develop our communication strategy, therefore, it was only natural for us to turn to Liz and Lorraine to help us execute the strategy. Their support in building a strong portfolio of material which has reinforced both our capability and the importance of through life career development has been fantastic. We’ve recognised the momentum that has been built in increasing brand awareness and hope to continue to elevate the brand in 2020.”

Veronica Araujo

Head of Performance Marketing, KNect365 Learning

 9-Month campaign delivered

36 pieces in industry specific press; 80% of coverage in media outlets with a DA over 40. Impact scoree 301,000. 9 news releases, 6 features, 2 case studies. Exclusive one to one access to journalists at London International Shipping Week 2019

 9-Month campaign delivered

36 pieces

of coverage in industry-specific press. 80% of coverage in media outlets with DA of over 40.

9 news

releases

6

features

Impact score

301,000

2

case studies

Exclusive one to one

access

to journalists at London International Shipping Week 2019

36 pieces

of coverage in industry-specific press. 80% of coverage in media outlets with DA of over 40.

Impact score

301,000

9 news

releases

6

features

Exclusive one to one

access

to journalists at London International Shipping Week 2019

2

case studies

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

Concirrus – Quest For Success Case Study

Concirrus – Quest For Success Case Study

CONCIRRUS – Quest for Success

B2B PR Case Study – Insurtech

“This time last year we were seen as an industry outsider – the increase in brand awareness has now firmly positioned us as part of the insurance community, helping to drive change.”

Andrew Yeoman

CEO, Concirrus

Quest for Success
Year 1

the messaging lab icon

Messaging Lab

Persona & Messaging
Development

Workshops

Communication strategy

Personas

Messaging validation interviews

 

The forge icon

The Forge

Campaign Planning

1 Messaging matrix

1 Brilliant ideas bank

 

The Beehive icon

Beehive

PR Delivery

1 Exhibition publicity package

60 Journalists briefed

7 Press releases

10 Interviews

6 Thought leadership articles

 

the messaging lab icon

Messaging Lab

Persona & Messaging
Development

Workshops

Communication strategy

Personas

Messaging validation interviews

 

The forge icon

The Forge

Campaign Planning

1 Messaging matrix

1 Brilliant ideas bank

 

The Beehive icon

Beehive

PR Delivery

1 Exhibition publicity package

60 Journalists briefed

7 Press releases

10 Interviews

6 Thought leadership articles

 

Impact to date

118

pieces of
coverage

196.3m

impact
score

400%

increase in
news uptake

60%

coverage in
publications
with a DA
of 40+

the messaging lab icon

Messaging Lab

Persona & Messaging
Development

Workshops

Communication strategy

Personas

Messaging validation interviews

 

The forge icon

The Forge

Campaign Planning

1 Messaging matrix

1 Brilliant ideas bank

 

The Beehive icon

Beehive

PR Delivery

1 Exhibition publicity package

60 Journalists briefed

7 Press releases

10 Interviews

6 Thought leadership articles

 

Impact to date

118

pieces of
coverage

196.3m

impact
score

400%

increase in
news uptake

60%

coverage in
publications
with a DA
of 40+

BACKGROUND

Concirrus is the creator of Quest, an innovative data and analytics platform that is changing the way the global insurance industry manages risk. Its Marketing Director, Caroline Hurst, was tasked with establishing the brand, as well as scaling her department to enable and support an aggressive, international growth plan.

Challenge

The challenge was three-fold.

1 Although extremely effective, the working practices within the insurance industry are no longer efficient in today’s digital world. Engaging and collaborating with decision makers to help them understand the value digital technologies could deliver was critical.

2 The speed at which the business was evolving meant that any external support Caroline invested in had to be responsive, knowledgeable and efficient.

3 With one main competitor appearing to offer a similar capability within the marine sector, identifying and demonstrating Concirrus’ unique differences were essential.

Challenge

The challenge was three-fold.

1 Although extremely effective, the working practices within the insurance industry are no longer efficient in today’s digital world. Engaging and collaborating with decision makers to help them understand the value digital technologies could deliver was critical.

2 The speed at which the business was evolving meant that any external support Caroline invested in had to be responsive, knowledgeable and efficient.

3 With one main competitor appearing to offer a similar capability within the marine sector, identifying and demonstrating Concirrus’ unique differences were essential.

OUTCOME

Caroline Hurst comments: “As a business, we better understand who we are targeting and how to engage them more effectively. It’s no longer based on intuitive engagement – we’ve captured the essence of what we need to say and who we need to say it to, so that everyone can play a role – the impact of this is that our extraordinary growth has been enabled in a more coherent way. The communication strategy has provided us with those invaluable marginal gains and the customer validation carried out by EC-PR was the most valuable piece of work we did this year.

Next year we are focussed on expansion with ambitious plans afoot. We’re looking forward to continuing our partnership with both Lorraine and Liz at EC-PR to see just what they are capable of.”

Concirrus Andrew Yeoman LinkedIn Post

“The PR outreach has been exceptional and has delivered everything we’ve asked of it. The Concirrus voice leads the media we have targeted; our authority is now established in maritime and our share of voice is in the ascendancy. A year into the campaign and EC-PR has secured 118 pieces of coverage in our target media with more than half of those with a Domain Authority of 40+. We have also seen noticeable peaks in website traffic directly related to the PR activity.”
Caroline Hurst

Marketing Director, Concirrus

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Thought Leadership Case Study: SELIS – Amplifying Success

Thought Leadership Case Study: SELIS – Amplifying Success

SELIS – Amplifying Success

Thought Leadership Case Study

BACKGROUND

SELIS (the Shared European Logistics Intelligent Information Space) was a three-year €17 million flagship European Commission-funded research project and part of the EC’s €77 billion Horizon 2020 research and innovation programme. Bringing together 37 partners f rom across Europe, including research organisations, SMEs and large industry players, SELIS delivered an open source, cloud-based intelligence platform for logistics collaboration. The project hopes to motivate faster, more efficient, flexible and sustainable supply chain ecosystems in Europe.

Challenge

After three years of research & development, during which time the SELIS project team’s own efforts to promote the project had had limited impact, and the logistics community, which was set to be the main adopter and beneficiary of the project’s innovative platform, remained largely unaware of the strides the project was making.

SOLUTION

EC-PR proposed an intensive three-month PR outreach programme aimed at celebrating the successful conclusion of the SELIS project and promoting the commercial benefits of adopting SELIS’ logistics collaboration models. The programme consisted of a proactive media outreach, including profiling key journalists and influencers from across Europe interested in the subject, securing story placements, arranging media interviews and developing news announcements, combined with building thought leadership by means of articles and blog posts.

OUTCOME

After an intensive and brief ramp-up period the programme swiftly generated the first tangible results, including press coverage in tier 1 media outlets, such as Forbes and Intelligent CIO, and leading logistics trade publications, including Logistics Voices, Supply Chain News and JOC.com.

Dr. Takis Katsoulakos and Makis Kouloumbis of Inlecom Systems (the SELIS project coordinating partner) were positioned as thought leaders on innovative new logistics models through article placements in JOC.com, Logistics Voices, Computer Weekly and TechTarget.

The results of SELIS ‘Living Labs’ (real-life testing environments) were communicated through press interviews with key Living Labs partners from the industry and academia who endorsed the project’s outcomes.

“EC-PR have 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

SELIS Project at a Glance

Intense ramp-up of PR programme

2

News releases

4

Press interviews with SELIS project partners

3

Feature articles placed

15

Pieces of coverage in tier 1 business and trade publications

1

Speaking opportunity secured

Intense ramp-up of PR programme

2

News releases

4

Press interviews with SELIS project partners

3

Feature articles placed

15

Pieces of coverage in tier 1 business and trade publications

1

Speaking opportunity secured

Intense ramp-up of PR programme

2

News releases

4

Press interviews with SELIS project partners

3

Feature articles placed

15

Pieces of coverage in tier 1 business and trade publications

1

Speaking opportunity secured

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Brand Awareness Campaign Case Study: Predatar – Evolving the Brand

Brand Awareness Campaign Case Study: Predatar – Evolving the Brand

Predatar – Brand Awareness Campaign

Evolving the brand

BACKGROUND

Predatar delivers a business automation platform and framework that enables value added resellers (VARs) of IT services to rapidly grow their offering and evolve into profitable and sustainable Managed Service businesses.

A visionary leader with a strong interest in marketing communications, Alistair Mackenzie has been instrumental in the development of the Predatar brand, which came about as an enabler to the transformation of Silverstring where he had been MD.

Problem

Alistair needed to find a way of building an understanding of the Predatar concept and articulating the vision, whilst increasing awareness and engagement within the target audience.

SOLUTION

Alistair asked EC-PR to design and deliver a brand awareness campaign that would build credibility within the IT channel – specifically the target audience of ambitious CEOs of Value-Added Reseller businesses who are looking to evolve and expand into a Managed Service business, at speed and scale.

The campaign would introduce Predatar focusing on the pain points of a business transformation strategy. EC-PR devised a six-month brand awareness programme that was to include: two round tables, a white paper, LinkedIn articles and thought leadership.

Outcome

“EC-PR has really focused in on understanding the business and it quickly became apparent that this wasn’t just about building brand awareness – we needed to have absolute clarity around our value proposition and our messaging throughout the different stages of the buying cycle.

EC-PR helped us to formulate this, which was instrumental to ensuring the brand awareness campaign was aligned and laser focused on our target audiences.

Tenacious and challenging, coupled with a great spirit, Lorraine and Liz are committed to raising the bar and delivering a PR programme that is dynamic and impactful.”

Alistair Mackenzie

CEO, Predatar

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Communications Strategy Case Study: Lloyd’s Maritime Academy

Communications Strategy Case Study: Lloyd’s Maritime Academy

LLoyd’s Maritime Academy

Taking control and leveraging the brand

BACKGROUND

Lloyd’s Maritime Academy, a subsidiary of Informa Plc, offers an enormous portfolio of online training to maritime professionals around the world.

New to the business and leading a marketing team of six, Veronica Araujo’s prime remit is performance marketing, centred around generating leads to fill the hundreds of courses that Lloyd’s Maritime Academy delivers around the world.

Problem

The brand was being marketed under a sub brand ‘KNect365 Learning’ creating confusion and dilution. Veronica and her team had become aware that the business was not only operating in silos but was functioning on a tactical level rather than a strategic one and as a result, this world-famous, prestigious brand was not being leveraged to full effect.

In an ever-increasing competitive landscape, it became clear that a more targeted and focused approach to its marketing and communications activities was needed to ensure Lloyd’s Maritime Academy stood out from the crowd.

SOLUTION

Veronica had already initiated a quantitative brand perception study amongst customers when she asked EC-PR to design and deliver a branding programme. The purpose of which was to clarify how the brand was perceived by its critical stakeholders, as well as develop a communication strategy to provide clarity of approach.

Utilising both the quantitative study and qualitative engagement conducted by EC- PR, the strategy would include the value proposition, industry prioritisation, persona development, positioning statements and messaging. It would form the backbone to inform and guide all marketing communications moving forward, including the Public Relations activity for which EC-PR would also take responsibility.

Outcome

“The Communication Strategy development programme EC-PR delivered returned control and authority to the marketing team. We feel a greater sense of brand ownership and appreciate the enormous value of the Lloyd’s name, which had become lost amidst delivering everyday tactics.

As a marketing team, we are better aligned and empowered, and externally, we are working hard to put our clients back at the heart of everything we say, do and develop.

We now know exactly what we need to say in order to support our different target audiences at different stages of the buying cycle. The clarity and structure of the communication strategy which EC-PR provided us with, has given us a set of tools and a plan which makes everything we do make so much more sense. It is still very early days and I look forward to reporting on the impact the new strategy has on our business.”

Veronica Araujo

Head of Performance Marketing, KNect365 Learning

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

Defence – Stakeholder Research Case Study

Defence – Stakeholder Research Case Study

DEFENCE –
STAKEHOLDER RESEARCH

 

 

Requirement

BMT is a global multi-disciplinary maritime engineering consultancy comprising 23 subsidiaries each serving clients in the energy, transport and defence sectors. The purpose of the research at the beginning of the PR relationships was to open channels of communication, set and manage expectations whilst developing strong, working relationships with BMT’s Directors to help refine the Group PR Strategy.

Plan

An intensive and structured fact finding programme involving recorded interviews with 35 subsidiary MDs and Senior Group Executives, including the Sector and Regional Directors, FD and BMT Group Chairman was commissioned.

Outcome

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

Jenni Williamson

Group Marketing Manager, BMT Group

Stakeholder Research

Stakeholder Research

By understanding your stakeholders we can tailor our communication to tap into what matters to them. STAKEHOLDER RESEARCH By understanding your stakeholders we can tailor our communication to tap into what matters to them. You can only influence others when you see...

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