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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