Concirrus - Quest for SuccessFintech Concirrus worked with EC-PR to elevate its brand awareness and launch a new Insurtech platform to the marine insurance industry with exceptional results.
UK Fintech enabler Concirrus came to EC-PR to supercharge its brand awareness and launch its Quest insurtech platform to the marine insurance industry. The Quest platform accesses and interprets wide-ranging datasets, combining them with historical claims information to reveal the behaviours that correlate to claims. The results enable insurers and brokers to more accurately quantify risk; reduce losses and boost profits.
The issue Concirrus faced was complex. They needed to persuade the marine insurance industry that there were better working practices available and that Concirrus offered a more efficient, effective, and more profitable, way of doing business.
They needed to change working practices that had been in place since the 18th Century and there was a real fear of change. For this campaign to be a success it had to not only engage c-suite level insurance stakeholders but also the hearts and minds of an established marine community. It was time to do things differently.
Before starting the PR outreach, a communication strategy was developed to ensure that external communications had focus and purpose. Target personas were developed and activated, as well as compelling messaging created for each persona with senior leadership engagement a must. The messaging was then embedded into the business and the PR outreach began.
The campaign was 90% earned media and 10% owned media.
This balance was vital as we needed third-party validation and credibility to win over our target audience. The tactics we employed were:
“Having EC-PR as our PR partner gives us a huge amount of confidence that our successes are being communicated and our industry voice is being heard over our competition.”
“We are now recognised as a market leader within the marine insurance market and we have established a strong foothold into other sectors as a result. I am blown away by the response we received on the Blueprint – we never anticipated so much engagement from senior leaders and influencers who were keen to contribute their knowledge and insights.”
Over 200 downloads of the Marine Insurance Resilience Blueprint
168 pieces of media
coverage in target publications
Dominant share of voice
against top two competitors
Website traffic increased by 30% over the campaign
Results in detail
The thought leadership campaign displayed real empathy with its target audience. It demonstrated Concirrus’ value to the market as well as its understanding of the critical challenges facing its target buyers. Concirrus successfully elevated its brand position, credibility, and authority as the go-to expert.
The Marine Insurance Resilience Blueprint – over 200 downloads. Senior-level industry engagement from AEGIS London, IUMI, SMIT Salvage, Swiss Re, Whitespace, AIMU (American Institute of Marine Underwriters)
168 pieces of media coverage in target publications including national press coverage in the Daily Telegraph with dominant Share of Voice against top 2 competitors – Concirrus 50%, Competitor A 33%, Competitor B 16%
In independent research, 51% of respondents cited industry coverage as the top source of brand awareness.
Increased by 30% over the course of the campaign.
The cornerstone piece of content for the campaign. This whitepaper enabled Concirrus to collaborate with key opinion formers and deliver real hard- hitting insights for the sector. The launch of the whitepaper saw the Concirrus leadership team embark on a series of 1:1 media briefings that gave the research expert thought-leadership commentary.
Thought leadership programme
This allowed Concirrus to increase its credibility in a market where they previously had limited traction.
The creation of a bank of assets including social videos, images and infographics that allowed Concirrus to maximise exposure of the Whitepaper via social channels.
A bank of thought leadership ideas which closely aligned with the pain points and challenges of our target personas, whilst ensuring that they would have maximum appeal to its target trade media.
News drumbeat through the press office
Monthly announcements on new client wins, industry partnerships and new funding to ensure Concirrus was seen as a dynamic force within the industry.
Monthly interviews between tier 1 publications and the senior leadership team (mainly CEO, Andrew Yeoman) to discuss and contribute to evolving market issues and challenges. Contribution from Andrew Yeoman is regularly sought after, positioning him as a go-to expert.
EC-PR is a B2B PR agency specialising in Technology PR, with a proven track record working within the Maritime and Defence industrues. Read more about our Tech PR offering here.
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