The net zero heroes

The net zero heroes

The Net Zero Heroes

Believing passionately about the world’s transition to net zero, ITPEnergised is a team of technical consultants who work with their clients to deliver renewables asset management services and expert advice on all environmental matters.

Through guiding their clients on issues relating to energy, environmental impact and engineering, they facilitate the transition to net zero. The company has unparalleled experience and provides consulting services to over 2500 small to large scale projects across 150 countries.

ITPEnergised

ITPEnergised
Thought Leadership Case Study

EC-PR Quote marksRuth Fain, ITPE“EC-PR never fails to deliver. Their approach to thought leadership, both in terms of crystallising our initial ideas and then drafting good quality content, is second to none. Given how time-poor our subject matter experts are when it comes to PR, it was a breath of fresh air to have the EC-PR team support us and deliver some great coverage in our target media. We’re looking forward to our next campaign to continue improving our share of voice on key net zero and ESG issues.”

Ruth Fain, Associate Director, ITPEnergised

Dangers and Desires

Previous to the thought leadership work, we had partnered with ITPEnergised in helping them to define a communication strategy. The team there are marketing-savvy and understand that brand-building work doesn’t stop once the strategy is in place — in fact, that’s only the beginning.

The next leg of the journey

ITPEnergised knew that to increase awareness amongst their target audiences and, in turn, fill their sales funnel, they needed to embark on an earned media campaign.

Drawing on the key messages established in the communication strategy, this campaign would take the form of a thought leadership programme. The challenge was that ITPEnergised’s subject matter experts were time poor, and existing relationships with trade media were very limited and needed to be nurtured.

To the rescue

With a 100% performance guarantee of securing thought leadership coverage and over two decades of experience in working with its target trade media, ITPEnergised turned once again to EC-PR.

Design

Our task was to secure and generate thought leadership content attributed to ITPEnergised’s experts, while keeping the onus off them in terms of demands on their time.

The approach we took to achieve this involved EC-PR shouldering as much of the responsibility as possible, while only requesting the client’s time when it was absolutely necessary, such as at the points of information-gathering and final approval.

Campaign delivery

  •   Brilliant ideas bank
  •   Securing media stories
  •   Interviewing subject experts
  •   Authoring content

Brilliant ideas bank

Our approach was to facilitate the creation of a Brilliant Ideas Bank in collaboration with ITPEnergised’s subject matter experts. The Brilliant Ideas Bank is a repository of seed ideas designed to capture the media’s interest. Critically, the topics strategically aligned with the communication strategy, showcasing ITPEnergised’s level of expertise on net zero and addressing the key pain points their target audience faced.

Securing media stories

Once these ideas were compiled and agreed, we began the roll-out of the earned media campaign programme. This saw us pitching articles to target journalists and liaising with them to ensure their specifications were met.

Interviewing subject experts

We arranged interviews with the subject matter experts at times convenient to them. The interviews were pre-arranged with top-line questions submitted in advance to give the interviewees maximum time to prepare, while minimising the impact the campaign would have on their day-to-day role.

For optimal time efficiency, interviews were recorded, allowing us to refer back to them when writing up the articles.

Authoring content

Our team of accomplished technical writers saved the client time and hassle by authoring the content on their behalf, and subject to their approval. The process of generating the articles was therefore streamlined and made simple, keeping the time required from the subject experts to a minimum and allowing them to focus on their main jobs.

Distinction

100% of the thought leadership article ideas we pitched resulted in secured coverage.

As a result, ITPEnergised’s thought leadership coverage on net zero appeared in top-tier and highly targeted media including:

Client praise

ITPEnergised were highly complimentary about our work, commenting specifically on how easy it was to deal with us and how reassured they were that we could deliver such a high quality of service and level of coverage, without relying heavily on their people’s time.

Our strategy paved the way for ITPEnergised to increase its share of voice, which it achieved during the execution stage of the campaign, when the company’s experts started to become recognised as highly respected thought leaders in their field.

ITPEnergised is now preparing for a follow-up wave of activity, designed to further cement their position as experts in their industry.

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Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

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Building a bolder brand

Building a bolder brand

Building A Bolder Brand

2i is an Edinburgh-based consultancy offering assurance and testing services to large organisations who are undergoing complex digital transformations.

Their client portfolio includes impressive names such as Aberdeen Standard, Virgin Money and the Scottish Government..

2i

2i Case Study
Communication Strategy

EC-PR Quote marksDave Kelly 2i Testing“You have offered us enormous value in getting us to this stage. When I think back to the lack of focus and structure that our message had originally to where we are today, for both our clients and our staff, it’s been a game changer for us and massive thanks to you for that.

“The delivery model, AssureRMF, has undoubtedly been the pivotal development. If you had told me at the start of this journey that a business like ours, operating in our space, could have a USP, I would never have believed you. I would not have thought it was possible. But we do, and we have, we stand out for all the right reasons. That’s remarkable.”

Dave Kelly, CEO, 2i

Dangers and Desires

CEO of 2i, Dave Kelly was fully confident in the exceptional levels of service his company offered. The issue was that they weren’t well known enough among their target audience. Nor was there any obvious way that the business differentiated itself from competitors.

2i lacked a clear USP (unique selling point), which meant that neither staff nor potential customers could simply answer the question of why they should use 2i over an alternative provider.

Dave correctly identified that 2i needed to address this lack of identity if the company was to achieve its internal and external goals. He knew the best way to rectify the issue was to develop a communication strategy. This would ensure that 2i was no longer in danger of becoming the industry’s best-kept secret. That’s where EC-PR came in.

Design

For customers and prospects to understand what 2i’s differentiator was, we had to start at the beginning and look at where the company was, and wanted to be, positioned in the market.

Once we’d answered those questions, and crystallised the desired messaging, we were able to move to the next step — getting that message out to our intended audience.

Campaign delivery

  • Messaging Lab workshops
  • Communication Strategy
  • Customer research
  • Brand assets

Communication strategy

Through a series of Messaging Lab workshops and by working closely with 2i’s senior leadership team, we developed a communication strategy comprising six areas:

  1. Industry priorities
  2. Value proposition
  3. Target customer personas
  4. Positioning statement
  5. Key messaging
  6. Bespoke delivery model

The result was the creation of a comprehensive communication strategy. This strategy became the foundation of all marketing and communications going forward and gave 2i much-needed focus and direction.

Customer research

Our approach didn’t stop there, however. We also needed to ensure that the newly defined strategy formed the customer’s perception of the 2i brand. We conducted research among 2i’s customers to determine which communications materials they needed to give them a good understanding of the buying cycle.

Brand assets

In addition, we supported 2i in their search for a branding agency, that would help the company translate their messaging creatively and professionally. After we’d appointed the branding agency, we worked closely with them to create a new website and new brand assets.

Distinction

Dave described the impact of EC-PR’s work as ‘game-changing’ and confirmed it had brought massive value to the business in terms of giving the branding and communications the structure and direction it was lacking.

Within just three months of launching the new communication strategy, 2i was already benefiting in at least 18 different ways. These benefits included the winning of new business, which had been the key driver of the campaign from the beginning.

Additional benefits included the ability to create more persuasive tenders, increased confidence that they were showing the world the best version of themselves, the use of joined-up language across all communication channels, and a set of future-proof assets.

Dave admits that at the beginning of the process, he didn’t know how a company operating in 2i’s space could differentiate itself. Once the differentiation became clear, 2i found its voice, which now rings out loud and proud in the marketplace. What’s more — people are listening.

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Show your brand’s mettle and grow it into its memorable, gorgeous potential.

Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

Shaping Share of Voice

BMT Group

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Concirrus

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Shaping share of voice

Shaping share of voice

Shaping Share of Voice

Blu Wireless is leading a new era of high-speed connectivity, disrupting the market with its ultra-fast and seamless 5G mmWave solutions.

Specifically engineered for the world’s emerging connectivity needs, Blu Wireless’ solutions are resilient and cost-effective.

The company is currently going through an exciting time of partnering with the biggest global names in telecoms and technology, resulting in their products coming to the fore across industries such as high-speed transport, defence and smart cities.

Blu Wireless

Blu Wireless Case Study

EC-PR Quote marks“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 Quote marksMark Barrett, 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 on how to build awareness in the defence sector where we have started to see some positive results.”

Mark Barrett

Chief Marketing Officer, Blu Wireless

Dangers and Desires

Blu Wireless’ issue was that awareness of their brand among their key audience varied. For instance, although they were relatively well-known in high-speed transport, in defence they had very little visibility.

Their requirements were two-fold: they wanted to build a stronger thought leadership profile in the areas they already had a presence. In the areas where they were less well-known, they wanted to gain recognition for their expertise.

Knowing that we are experts in the fields of profile raising, thought leadership and media liaison, Blu Wireless enlisted our help to tackle their issues and increase their recognition among target audiences.

Design

Our response to the brief was to design a 12-month media campaign, which we entitled ‘Leading with intent’. It aimed to make Blu Wireless visible, valued and understood among target customers within the core industries of interest.

The campaign was centred around a highly targeted media outreach programme. Content focused on case studies, partnerships, insight papers and media narratives which highlighted the disruptive effect of mmWave technology in relation to our target industries. Key to the communication was Blu Wireless’s pioneering expertise in its field.

The main objectives

  • Increase brand visibility through thought leadership
  • Achieve dominant share of voice on key messages

Campaign delivery

  •   Media outreach programme
  •   Case studies
  •  Insight papers
  •   Partnerships

 

Media outreach

Through our outreach work with third party media titles, we achieved tier 1 press coverage for Blu Wireless in key industry media, with an emphasis on transport and defence-focused publications.

Specific coverage examples included major publications, such as Global Railway Review and European Security & Defence. We also achieved coverage in key IT and telecoms publications, such as Computer Weekly, Government Computing, and UK 5G Innovation Briefing.

Insight paper

The insight paper we produced, ‘Public Safety Beyond Covid-19’ attracted contributions from five authors, notably from the University of Liverpool/Liverpool 5G Create Project Lead and the Connectivity Technologies Ecosystems Manager at Facebook.

Partnerships

We maximised the opportunity presented by Blu Wireless’ partnership with the Liverpool 5G Project. Using the project as a case study, we were able to open doors and start conversations with influential players in our target industries, including journalists and analysts.

Distinction

Within a year of our campaign, Blu Wireless achieved the biggest share of voice in the UK compared to competitors. Their share was 61%, next to the second biggest — a main competitor, who managed 16% share of voice.

The campaign also attracted influential attention. The insight paper attracted an impressive array of authors who carried kudos and credibility, helping to reach an even wider audience. These associations helped cement Blu Wireless’ authority and visibility in the 5G space, exactly as intended.

Request a callback

Show your brand’s mettle and grow it into its memorable, gorgeous potential.

Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

XTM International

Making SaaS Marketing Marvellous

ITPEnergised

Net Zero Heroes

2i

Building a Bolder Brand

AzteQ CUBe

Achieving Clarity Through Strategy

Making SaaS marketing marvellous

Making SaaS marketing marvellous

Making SaaS Marketing Marvellous

XTM International is a company which operates in the SAAS technology sector.

Established in 2002, XTM International is a founder-led, multinational business that delivers high-quality, enterprise-class translation technologies to clients, helping them to keep up with the fast-evolving demands of globalisation.

XTM International logo

XTM International Case Study

EC-PR Quote marks“It is like this; we knew we needed a car. We had some thoughts on colour, shape, and size and some ideas about where that car might take us, but that car had no engine. And, as everybody knows, a car with no engine can’t go anywhere. We saw EC-PR very much as the engine to help us get started and onto the right road toward our ultimate destination.”

Dave Ruane

Director of Marketing, XTM International

Dangers and Desires

As it approached its 20th year, XTM International identified that its marketing comms didn’t match its technological prowess. Brand perception wasn’t as high as it could be and content, although being generated in-house, lacked direction and was failing to engage.

To reach the dynamic growth it strived for, XTM International recognised they needed expert help from technology PR specialists. After some initial fact-finding conversations with CEO Bob Willans and Director of Marketing, Dave Ruane, we were appointed to be XTM International’s strategic PR consultants.

Design

The client’s objective was to create an effective PR strategy and gain help implementing it.

Even though it’s the ideal time to do so, only 1 in 5 companies engage with a PR agency before creating their overall marketing strategy. In this respect, XTM International were already making sound decisions regarding their future PR and comms!

Brilliant Ideas Bank

Through researching the pertinent issues in XTM International’s industry and related media, we helped them embed our Brilliant Ideas Bank methodology into their core business operations. By prioritising the content which resonated most with their industry, they were able to make great strides forward in their communication efforts.

Honest advice

XTM International appreciated our trustworthiness and direct, open, and transparent approach. We pride ourselves on being pleasant to work with, but we’re never afraid to tell the truth and don’t sugar-coat advice if it’s what we think our clients need to hear.

XTM International’s team have benefitted from being able to reach out to us at any time for PR and comms advice. We’re always responsive, willing to help and known for our open and honest feedback.

Strategic guidance

By working with the senior leadership team and equipping them with the right tools and processes to deliver their business strategy, we were able to write the PR roadmap to set XTM International off on its comms upward trajectory. Essentially, we provided the sat nav to help the company reach its PR destination.

Consulting partners

Being consultative and strategic from the outset helped EC-PR to build confidence and trust – essential components required for a strong client-partner relationship. The team at XTM International also liked the feeling of not being pressured or “sold to.” This helped the relationship to develop organically.

From the very start, XTM International wanted to work with a PR agency in the tech space who would allow them to go at their own pace, even if that meant baby steps. This was a sensible approach, which allowed the company to apportion budget and resources accordingly and keep expectations to a manageable level. Now the PR strategy is being implemented, XTM International is confident that they can ramp up to the next level.

Distinction

Two years on, and it’s clear our partnership with XTM International has been a resounding success. Having a PR partner to rely on, a map for guidance, and tools to work with mean the company can approach its PR and comms with focus and rigour.

We’re continuing to work with the team at XTM International to strengthen their presence, not just within the language technology space, but in the broader tech space too. Their team is focused on implementing the key learnings from the PR strategy workshops by embedding them into their operational tactics for 2023 and beyond.

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Achieving clarity through strategy

Achieving clarity through strategy

Achieving Clarity Through Strategy

AzteQ is a small and dedicated team of IT professionals who put people first.

A technology service partner, they help clients optimise their technology investment, maximise adoption and improve productivity.

AzteQ CUBe

AzteQ Case Study

EC-PR Quote marks“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

Dangers and Desires

When we first joined forces with AzteQ, they’d recently merged their three separate technology businesses into one. They fervently believed that through unification, they had a powerful market model which brought enormous benefits to customers.

AzteQ were unsure who their target customer was and therefore felt compelled to chase all sales opportunities without knowing how to qualify them first. This was wasting time and resources and meant customers who were brought on board weren’t always the best fit for the brand.

Messaging was also poorly defined and inconsistent. None of this was helping AzteQ achieve its goals. It was clear that this lack of clarity needed correcting for the business to successfully drive business growth, and so they sought the help of EC-PR.

Design

While AzteQ had visionary leadership, senior expertise and a firm commitment to doubling in size over two years, it lacked a clear and defined market offering. Our solution was to get to the root of the company’s values and outline a communication strategy to help form the narrative moving forward.

Campaign delivery

  • Messaging Lab workshops
  • Value proposition
  • Communication strategy
  • Stakeholder engagement
  • Media Lens

Messaging Lab workshops

Creating a clear communication strategy was at the heart of our design. To do this, we facilitated two Messaging Lab workshops. The outcomes of the workshops allowed us to answer the following questions about AzteQ:

  1. What is your value proposition?
  2. Who are your target customers?
  3. What is your positioning statement?
  4. What are your key messages?
  5. Which industries do you prioritise?

Value proposition

AzteQ operates in a highly competitive space. It was clear to us from the beginning that a value proposition was needed to inform prospects why they should choose to work with AzteQ over a competitor.

Although AzteQ might not have immediately recognised it, they did have a unique approach. This was their people-first method which was a key differentiator in the industry. We helped the company to articulate this USP (unique selling point) through a method statement.

This collaboration between EC-PR and AzteQ resulted in a tangible outcome; AzteQ CUBe — the people-first framework for digital transformation.

Stakeholder engagement

Compiling a communication strategy cannot be an isolated exercise. Customers/stakeholders must be brought into the equation. That’s why we interviewed a cross section of AzteQ customers, asking them for their feedback. This feedback helped shape the company’s priorities and refine the communication strategy.

Communications in action

Once complete, the new communication strategy was used to brief the branding agency and the web designer. This ensured all marketing was cohesive and that messaging was consistent.

Media Lens

Now we had a comprehensive communication strategy in place, it was time to put it to best use, by using it to inform the next steps in the marketing programme — the PR. We carried out a Media Lens exercise which determined the topics AzteQ could talk about to gain most media attention.

Distinction

AzteQ called the results of our work ‘transformational’ for their business, commenting that a return on investment was seen in a matter of months.

The company cited 14 discrete benefits they’d enjoyed since our work was completed. Among these were being more visible and highly valued in their marketplace; a renewed understanding of who their target customer was, which saved them time and resources; more interested prospects; an aligned leadership team; and more engaged employees.

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Show your brand’s mettle and grow it into its memorable, gorgeous potential.

Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

Shaping Share of Voice

BMT Group

Distinction in Defence

AzteQ CUBe

Achieving Clarity Through Strategy

Concirrus

Igniting Interest in Insurtech Startup