Seequent Elevates Brand Awareness

Seequent Elevates Brand Awareness

Seequent elevates brand awareness

Headquartered in New Zealand with global reach, Seequent is the specialist subsurface software company within Bentley Systems.

Seequent builds world-leading subsurface software, helping create a better understanding of the earth to ensure a better world for all. Seequent’s integrated earth modelling, geo-data management, and team collaboration software enables customers to see a more complete picture of the underground: with more understanding comes better decisions – for people and the planet.

Seequent

A focused thought leadership campaign

EC-PR Quote marksPieter Neethling, Seequent“EC-PR has helped us build awareness through quality thought leadership coverage in global trade publications. Our brand credibility was further strengthened through an industry round table event attended by a high-profile panel of industry experts and influencers,”

Pieter Neethling, Segment Director – Mining Operations, Seequent.

Dangers and desires

In 2021, EC-PR delivered a successful campaign for Seequent in the industrial minerals sub-sector. A year later, the company sought to broaden its awareness and expand its thought leadership programme and visibility to the entire mining sector. It was looking to increase its share of voice in global publications and position itself alongside mining associations and industry bodies. In addition, it was looking to build credibility and be known as the industry leader across the whole lifecycle of mining operations – from discovery to restoration.

The successful 2021 industrial minerals campaign convinced Seequent that EC-PR would be the right communications partner to deliver the new mining campaign.

Design

EC-PR approached the campaign strategically, by first conducting robust communication strategy work. Particular focus was devoted to the strategy validation phase, where Seequent’s customer base was audited to establish if the communication strategy (personas, proposition, key messages) resonated with the customer base. Customer validation ensured the strategy aligned with customer perceptions, aspirations and ambitions.

A Brilliant Ideas Bank was developed, containing a wealth of thought-provoking and engaging themes to be pitched to the media. All ideas from the Brilliant Ideas Bank were successfully placed in target media publications as article placements. EC-PR worked closely with Seequent executives and subject matter experts to develop insightful long-form articles published as editorial content.

Campaign delivery

  •   Brilliant ideas bank
  •   Securing media stories
  •  Round Table Event
  •   Message Waterfall

 

Distinction

The second cornerstone of the campaign was an exclusive online thought leadership round table. Seequent brought together a stellar panel of thought leaders, such as Marcelo Godoy, Chief Technology Officer at AngloGold Ashanti, and Matt Blattman, Director Technical Services at Hecla Mining. The event was moderated by influencer and podcast host Emily King, also the Founder of Prospector Portal.

The round table discussion was distilled into several pieces of content, including an insights paper. Very simply, a message waterfall was created which means the round table was made available across multiple media types and presented in various formats such as the insights paper, a LinkedIn Live event/webinar, blogs and social posts.

The mining campaign was put in front of a total audience of 1.38 million (based on stats generated by Coverage Book), with an average Domain Authority of press coverage reaching a high figure of 54.

The nature of the delivery of the campaign (online round table and message waterfall) has also given Seequent ample slice-and-dice options further down the line to extend the campaign’s longevity and nurture thought leadership and brand awareness.

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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.

XTM International

Making SaaS Marketing Marvellous

ITPEnergised

Net Zero Heroes

2i

Building a Bolder Brand

AzteQ CUBe

Achieving Clarity Through Strategy

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.

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.

Shaping Share of Voice

BMT Group

Distinction in Defence

AzteQ CUBe

Achieving Clarity Through Strategy

Concirrus

Igniting Interest in Insurtech Startup

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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Igniting interest in insurtech startup

Igniting interest in insurtech startup

Igniting Interest in Insurtech Startup

Concirrus is a UK insurtech which offers digital solutions for speciality fields of insurance — namely, marine and automotive.

Their product, Quest, is made for the marine market and allows insurers to calculate risk more accurately through the use of large sets of historical data, machine learning and artificial intelligence..

Concirrus

Concirrus Case Study

EC-PR Quote marks“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 in 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.”

Andrew Yeoman

CEO, Concirrus

Dangers and Desires

With approximately 174 high-growth companies currently active in the UK, data suggests that insurtech is one of the fastest-growing startup sectors in the country.

Breaking ground in an industry that’s been around for centuries isn’t easy, but it’s what insurance fintech Concirrus had to do to achieve its ambitions of successfully launching a new insurtech platform into the marine insurance market.

Despite the threats posed, Concirrus were determined to release its new AI platform, Quest, and wanted to make sure the sector sat up and took notice.

It was time to bring in ec-pr.

Design

For this campaign to be successful, it had to capture the attention, hearts and minds of c-suite level stakeholders in the established marine community. While the product was highly advantageous for users, the challenge was persuading an inherently change-averse industry that there are more efficient, and profitable, ways of doing business.

Campaign delivery

  • Communication strategy
  • Whitepaper
  • Social media assets
  • Thought leadership articles
  • Article placement

Communication strategy

As this was Concirrus’ first foray into PR, it was important that we began by building a clear communication strategy. The strategy addressed questions, such as: who are our target personas; what are our main messages; what does success look like; and what is the end goal?

Establishing target personas was key, as it allowed Concirrus to acknowledge the pain points, fears and desires of target customers, and address them in their communications.

Whitepaper

Only once the strategy was finalised did we progress to the plan and execution. The vanguard for our approach was the creation and launch of a whitepaper. The paper delivered hard-hitting insights for the sector, propelling Concirrus into the position of a leader in the insurtech field and gaining credibility in a market where previously it had experienced limited traction.

The whitepaper tactic enabled Concirrus’ senior team to collaborate with key opinion formers and embark on a series of one-to-one media briefings, which further enhanced their profile within the industry.

The whitepaper was downloaded 200 times. Engagement came from senior-level players in the industry, including AEGIS London, IUMI, SMIT Salvage, Swiss Re, Whitespace, AIMU (American Institute of Marine Underwriters).

Social media assets

For Concirrus to maximise its exposure of the whitepaper, the power of social media was harnessed. A bank of assets was created, including social videos, images and infographics, allowing the company to exploit the reach of the platforms while remaining true to the brand.

Thought leadership articles

When it came to achieving media publicity, a bank of thought leadership ideas, closely aligned with the pain points and challenges of Concirrus’ target personas, was created. As PR experts, we ensured all these ideas were designed with the target trade media in mind.

We secured 168 pieces of coverage for Concirrus as part of our work, all in tier 1 target publications, which included the Daily Telegraph, Insurance Times, Insurance Post, Lloyd’s List and Tradewinds.

As well as pitched article ideas and bespoke editorials, we made monthly announcements on Concirrus’ behalf. These included new contracts, partnerships and funding, and all contributed to Concirrus’ enhanced reputation as a dynamic force within the industry.

A high-trust media focus

For senior influencers and decision-makers to trust Quest, we needed to secure positive external validation. This is why the campaign was designed to achieve only 10% owned media, in comparison to 90% earned media.

Over the course of the campaign, website traffic increased by 30%, illustrating the significant tangible results of this PR launch.

Distinction

In independent research, 51% of respondents cited industry coverage as the top source of brand awareness. No wonder then that Concirrus successfully elevated its brand position as the go-to expert as a result of the campaign.

Andrew Yeoman, CEO of Concirrus, and his leadership team now enjoy monthly interviews with tier one media. The PR launch propelled them into the position of go-to experts, and their opinion on market issues is highly regarded, with many target journalists now pro-actively turning to them for comment.

The media roll-out, together with the whitepaper, built Concirrus’ credibility in a market where previously awareness of them had been limited. Coverage metrics showed that Concirrus owned the dominant share of voice against their top 2 competitors — Concirrus 50%; Competitor A 33%; Competitor B 16%.

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Sign up

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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.

XTM International

Making SaaS Marketing Marvellous

ITPEnergised

Net Zero Heroes

2i

Building a Bolder Brand

AzteQ CUBe

Achieving Clarity Through Strategy

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.

Subscribe to our updates

Stay up to date with the latest insights, case studies, and PR guides.

Sign up

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.

Shaping Share of Voice

BMT Group

Distinction in Defence

AzteQ CUBe

Achieving Clarity Through Strategy

Concirrus

Igniting Interest in Insurtech Startup