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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.

Building a competitive advantage with B2B PR white papers

Building a competitive advantage with B2B PR white papers

Building a competitive advantage with B2B PR white papers

A strong B2B PR strategy needs to facilitate opportunities to position you as a genuine leader in your industry.

One beneficial way to do this is to create more in-depth, forward-thinking content such as B2B PR white papers.

What is B2B PR white paper in marketing?

Many companies rely on white papers in marketing. Think of a white paper as a guide about a specific topic written by an expert in the field. You can use white papers to provide your informed opinion about a particular topic or to relay important research, discoveries, or advancements in the topic.

For example, let’s say your business provides building maintenance services. You could produce a white paper about the challenges of such services and the potential cost savings that ongoing maintenance can provide.

Phases of writing effective PR white papers

Writing a white paper that benefits your B2B PR strategy is a tricky process, but there are five clear steps to follow.

1. Identify beneficial topics

To reap the PR benefits, your white paper needs to cover a strong and engaging topic. You want to find a topic that is popular today to capture a wider audience and attract interest. Ideally, choose a topic that hasn’t been covered extensively already.

2. Find an original angle

To generate interest, you need to avoid reiterating the same information everyone else has written in their white papers and articles about your chosen topic. What information or insight is missing from the conversation? What would make readers choose your content over someone else’s?

Technical Authorship Typing

3. Assemble the technical data

With your topic and angle established, the research begins. You need to gather and write down the expert insights and key data that will form the basis of your white paper.

4. Write a press-ready white paper

For many companies, this is the trickiest part of the process: you need to translate your technical data and insights into terms that are relatable to the public. This requires an eye for writing and an understanding of your target customers.

T

READ: 10 Principles for a successful thought leadership strategy

5. Publish and publicise your white paper

After all the research, writing, and editing, it’s time to promote your white paper and make the most of it. When it’s published, spread the word on social media, on your website, in your email newsletters, and more.

How B2B PR white papers can help your company

Businesses are very discerning customers, and they need to know that their next vendor (you) is an expert in your industry. B2B PR white papers make that happen.

To start working on your next white paper or other PR strategies, contact our B2B PR firm today.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our tech PR guide: How to become a thought leader

READ this Tech PR case study: Creating Compelling Ideas for Mason Advisory

consider our article: Thought Leadership too time consuming? Let a technical author do the hard work for you

At EC-PR we are passionate about B2B communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

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