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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A strategy for standout success

A strategy for standout success

A Strategy For Standout Success

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

ITP Energised Case Study

EC-PR Quote marks“Thanks to EC-PR’s support, we now have a blueprint which clearly defines how sales and marketing will assist us in delivering the business plan, providing us with clarity as to where we need to invest our resources for greatest impact. We now feel a sense of empowerment, and it has renewed passion and pride in what makes the ITPEnergised brand so special.”

Jonny Clark

Managing Director, ITPEnergised

Dangers and Desires

At the helm of ITPEnergised is Jonny Clark, an ambitious and visionary Managing Director focused on business growth. Jonny recognised that to achieve his business growth goals, certain aspects of the business required immediate attention.

The absence of a clear communication strategy meant there was a lack of consistency when it came to communicating with the target audience. The organisation had no clear line on how it differentiated itself from competitors, nor on why customers should care whether they worked with ITPEnergised or someone else.

Jonny chose to work with EC-PR because of our experience and track record in building marketing strategies and providing companies with a blueprint for how to achieve marketing and communications success.

Design

Developing a communication strategy means starting at the beginning and addressing the key questions surrounding the personality of the brand and how it wants to be perceived by the target audience.

A collaborative approach was needed here, with our role being facilitator. We proposed a fact-finding, research-led route to discover the values that lay at the heart of the company.

Campaign delivery

  • Messaging Lab workshops
  • Communication strategy
  • Stakeholder engagement
  • Validation research

Messaging lab workshop

The first step to building the new communication strategy for ITPEnergised was to hold Messaging Lab workshops. In these sessions, we worked closely with the organisation’s senior leadership team to discover how they viewed the company, what they felt the key differentiators were and who they saw as their main target customers.

Communication strategy

The resulting communication strategy featured five key components:

The value proposition

This inspired ITPEnergised to recall what drove them from the start. In working with them to refine their value proposition, we helped them create a simple statement that defined them as a company and differentiated them from competitors.

Target customer personas

Companies can get lost in the everyday melee, forgetting which kind of customer it is that brings them the greatest return, in terms of profitability and satisfaction. Through this exercise, ITPEnergised was able to define which type of customers they really wanted to focus their energies on attracting.

Positioning statements

The next stage on from defining target customer personas was to create a positioning statement bespoke to each one. This addressed the key pain points the customer typically experienced and explained how the company could offer solutions and reassurance to ease this pain.

Key messaging

Ensuring they were reflective of their positioning statements, we worked with ITPEnergised’s senior team to agree on their key messaging — what it was they wanted their customers to understand about them. This information fed into the communication strategy, providing angles for narrative.

Industry prioritisation

Like every business, ITPEnergised did not have endless marketing budgets. This meant they needed to drill down on the industries most important to them. Doing this gave them direction in where to focus their attention when it came to marketing activity.

Validation research

Engaging external stakeholders is an important aspect of building a communication strategy. That’s why we conducted validation research amongst a small group of ITPEnergised’s customers — to ensure the strategy was in line with their perceptions.

Distinction

The communication strategy we built now forms the backbone of all ITPEnergised’s marketing activity. It offers clarity and guidance on communication and gives the company a clear way forward, providing a much-needed structure that was previously lacking.

Much more than just a comms strategy

ITPEnergised’s Managing Director commented that thanks to EC-PR’s support, the organisation has been given a renewed sense of empowerment and pride in what makes their brand so special.

From our point of view, it was a privilege to be involved in a project with a company whose work is so important to the world we live in and we’re delighted we could make such a positive difference to how they view themselves.

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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.

Shaping Share of Voice

BMT Group

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Shipshape media engagement

Shipshape media engagement

Shipshape Media Engagement

Lloyd’s Maritime Academy, a subsidiary of Informa Plc, offers an enormous portfolio of online training resources to maritime professionals worldwide.

Lloyds Maritime Academy

Lloyds Maritime Academy Case Study (brand awareness)

EC-PR Quote marks“EC-PR played an instrumental role in helping us to develop our communication strategy, so it was only natural for us to turn to Liz and Lorraine to help us execute it.

“Their support in building a strong portfolio of material, which has reinforced our capabilities and the importance of through-life career development, has been fantastic.

“We’ve recognised the momentum that has been built in increasing brand awareness and hope to continue to elevate the brand in 2020.”

Veronica Araujo

Head of Performance Marketing, Informa Connect

Dangers and Desires

Following our work developing her brand’s communication strategy, Veronica Araujo wanted to highlight the brand’s new positioning statement of ‘lifelong learning’ through the power of media engagement.

However, the team at Lloyd’s Maritime Academy had limited experience of proactively working with the media. They needed to leverage the knowledge and insights of industry professionals to create maximum impact, but how? The natural choice was to appoint EC-PR, with whom they had previously worked with to achieve great outcomes.

Design

Focused on highlighting the brand’s new positioning statement of ‘lifelong learning’, we curated a PR programme that would help to increase awareness of Lloyd’s Maritime Academy’s extensive training portfolio and engage with maritime professionals.

Campaign delivery

  • Identify and target key media outlets.
  • Distribute news releases.
  • Create case studies.
  • Secure feature articles.
  • Gain exclusive one-to-one journalist access.

Key media outlets

The team at EC-PR have developed a deep understanding of media in the maritime sector over the past two decades. We have worked with countless trade journalists in the industry, cultivating strong relationships across a broad range of media outlets.

This meant we were well placed to home in on the journalists and influencers that would help elevate Lloyd’s Maritime Academy out of the darkness and shine a light on the brand’s new ‘lifelong learning’ message.

Once we had created our list of the ideal people to approach, it was time to amplify Lloyd’s Maritime Academy’s offer.

Feature articles

Limited resources to develop new content meant that Veronica and her team were keen to draw on EC-PR’s strong technical writing capabilities.

Our years of experience in the sector enabled us to quickly identify the editorial ideas needed to resonate with the Academy’s target audience. We created a series of informative feature articles that positioned Lloyd’s Maritime Academy as experts in professional development, while addressing the concerns and interests of their target audience.

Case studies

Working with two ​​former students of Lloyd’s Maritime Academy, we created two case studies that were distributed to relevant media.

Each case study outlined the students’ individual experiences of the courses they completed, including the reasons why the Academy should be the ideal choice for other professionals looking to develop their skills.

Exclusive journalist access

Building awareness in the media landscape can be a challenging prospect – it relies heavily on reaching journalists who are often inundated with information and emails from brands all vying to be heard.

Industry events and exhibitions are an ideal chance to capture journalists’ attention. For the maritime sector, a popular annual event is London International Shipping Week, where many of the industry’s key players, influencers and journalists are in attendance.

We saw the event as the perfect opportunity for us to arrange interviews between members of the Lloyd’s Maritime Academy team and journalists on a one-to-one level, creating an ideal platform for the team to highlight the brand’s lifelong learning message in more detail.

Distinction

During a 9-month PR campaign, we secured 36 pieces of coverage in industry-specific press, of which 80% were featured in media outlets with a domain authority (DA) score of more than 40.

Our generated coverage resulted in an overall impact score of 301,000, giving authority and credibility to Lloyd’s Maritime Academy’s offer and helping to increase awareness of the ‘lifelong learning’ message.

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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

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ITPEnergised

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Building a burgeoning brand

Building a burgeoning brand

Building A Burgeoning Brand

Predatar provides data resiliency SaaS solutions that enable traditional value added resellers (VARs) to rapidly evolve into profitable and sustainable managed service providers (MSPs) by delivering their own-branded data protection offerings.

CEO, Alistair Mackenzie has been instrumental in developing the Predatar brand.

A visionary leader with a strong interest in marketing communications, Alistair is the former MD of Silverstring. It was during his time overseeing Silverstring’s transformation that Alistair recognised the requirement in the market for this service.

Predatar

Predatar Case Study

EC-PR Quote marks“EC-PR has really focused on understanding the business, and it quickly became apparent that this wasn’t just about building brand awareness – we needed to have absolute clarity around our value proposition and our messaging throughout the different stages of the buying cycle.

“EC-PR helped us to formulate this, which was instrumental to ensuring the brand awareness campaign was aligned and laser-focused on our target audiences.

“Tenacious and challenging, coupled with a great spirit, Lorraine and Liz are committed to raising the bar and delivering a PR programme that is dynamic and impactful.”

Alistair Mackenzie

CEO, Predatar

Dangers and Desires

With more than 17,000 competitors in the SaaS industry, standing out from the crowd is a huge challenge.

Alistair needed to find a way to build brand awareness and credibility quickly among ambitious CEOs of VARs who were looking to evolve and expand into MSPs.

Articulating the brand’s vision for supporting business transformation and engaging with its key target audience were pivotal to Predatar’s success. Predatar came to EC-PR to ask for our help, as we were known in the industry for supporting brands with building awareness and kudos

Design

For this campaign to yield the right results, we needed to identify key players in the IT industry and create engaging and thought-provoking content that would position Predatar as the expert in SaaS solutions for business expansion and transformation.

Campaign delivery

  • Communication strategy
  • Roundtables
  • Whitepapers
  • LinkedIn articles
  • Thought leadership articles

Communication strategy

In a market that is saturated with competitors all vying for attention, developing a communication strategy that would cut through the noise and penetrate the places that mattered, was essential in communicating Predatar’s concept to those who would benefit the most.

Identifying key individuals was pivotal to building Predatar’s credibility in the market. Focusing on the pain points of business transformation and the aspirations of ambitious VARs through a series of communication methods allowed Predatar to develop a trusted voice, articulate its vision and encourage engagement among key industry players.

Roundtables

EC-PR proposed two roundtable events that would focus on the pain points and challenges VARs faced when it came to evolving and transforming their business model.

The first step was to ensure the roundtable would effectively target those we wanted to engage with most. Securing expert participation was therefore essential to this work, as was attracting key decision-makers to ensure that awareness of the Predatar brand reached the right prospects.

With participation secured, Predatar was ready to be catapulted into the IT hemisphere.

Whitepaper

Capturing the attention of key decision makers in VAR businesses was crucial to the success of Predatar’s business. Therefore, we set about creating and launching a whitepaper that focused on hard-hitting insights and data that would position Predatar as leaders in the SaaS solutions industry, while harnessing credibility among its target audience.

LinkedIn articles

To help maximise exposure of Predatar’s offer, we utilised the power of LinkedIn to target key individuals and decision-makers in VAR businesses.

Focusing on the themes and information that would most closely resonate with Predatar’s target audience, we created a bank of LinkedIn articles that were posted to Predatar’s company account and delivered directly to a carefully curated list of recipients.

Thought leadership articles

We produced a series of thought leadership articles, which addressed the challenges facing VARs who were looking to transform to MSPs, providing them with the ideal solution in the form of the Predatar concept.

Our articles were expertly crafted to target specific trade media with audiences in Predatar’s key industry sectors.

Distinction

As a result of EC-PR’s work, Predatar has become a leading voice in the SaaS solutions market, experiencing increased growth across all areas of its business. The firm’s offering to its VAR customers is well-known and highly respected in the industry, making them a force to be reckoned with against even the biggest players in the market.

As well as building brand awareness, the campaign provided Predatar with much-needed clarity around the alignment of their own communications and operational phases, which allowed them to flourish further and with confidence.

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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

Stand-out cybersecurity stories

Stand-out cybersecurity stories

Stand-out Cybersecurity Stories

Socura is a London-based firm which works to make the digital world a safer place. Socura’s Threat Detection and Response managed service (often referred to as MDR) helps organisations detect any advancing cyber threats and contain them.

Their service acts as an extension of clients’ in-house capabilities and is operated by a team of highly experienced security experts.

Socura

Socura Case Study

EC-PR Quote marks“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

EC-PR Quote marks“We have been totally sold on the value of PR. EC-PR’s expertise, dedication and 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

Dangers and Desires

The biggest challenge for any new industry entry is getting noticed. This challenge is supersized for any new player in cybersecurity. In 2022, the sector demonstrated double-digit growth and a revenue growth of over £10 billion.

Socura was a new entrant to the highly competitive cybersecurity market and was looking to establish its share of voice and make its brand visible, valued and understood amongst target customers.

They were only too aware of the threat of competition and how crowded the marketplace was. To cut through the noise, they needed a communications partner with a proven track record of getting their clients out there.

Impressed with EC-PR’s past successes and in-depth understanding of the cybersecurity industry, Socura appointed us to help them achieve all their PR ambitions.

Design

We took a logical and strategic approach to Socura’s brief. To start with, we engaged in a research and thought-led exercise to establish the kind of topics that would be of interest to a cybersecurity audience.

The resulting information fed into the communications cycle, which allowed us to engage with key industry influencers and highly respected journalists within the sector.

Campaign Delivery

  • Brilliant Ideas Bank
  • Insight paper
  • Media outreach
  • Article placement

Brilliant Ideas Bank

Our proposed PR launch programme began with a Brilliant Ideas Bank — a repository of engaging ideas for thought leadership and industry commentary.

The ideas all tied in with issues concerning the industry at the current time and allowed us to convey Socura’s key messages to ensure their expertise was clearly communicated.

Insight Paper

An insight paper followed. This was titled ‘Cyber Security in a Post-Pandemic World’ and gave Socura the ideal opportunity to engage with their target media and show the extent of their relevance and knowledge.

The content of the paper provided valuable, free content for readers and further cemented Socura’s position as an expert in the field of cybersecurity.

Media outreach

Finally for the launch campaign, we carried out a highly targeted proactive media outreach that secured thought leadership articles, media interviews and brand mentions in the cybersecurity press, as well as the healthcare press — two sectors that were key for Socura.

Article Placement

The media outreach programme succeeded in generating coverage in tier 1 tech publications which included:

  • Information Age
  • PCR
  • CISO Mag
  • Infosecurity Magazine
  • HealthTech Digital
  • Tech Native

And

  • Influencer recognition on social media by the likes of Lisa Forte, a high-profile UK cybersecurity influencer.

Website traffic

There were also clear improvements to website traffic as a direct result of the PR launch. Visits to the website increased significantly — by 32%, while web page engagement was up by 54%, and engagement rate per web session increased by 89%.

Distinction

The PR launch we conducted translated Socura’s challenge into actions which produced tangible outcomes across the marketing spectrum. As a result, Socura was able to firmly position itself as a cybersecurity thought leader with a strong focus on healthcare.

The real risk for this new player in the market was that their launch would fall flat, being stifled by the noise coming from the established. With EC-PR’s help, the opposite happened. Socura started to become a known name in the industry within just months of launch, enjoying a strong share of voice, high visibility, and powerful brand impact — sturdy foundations to build even more communications success in the future.

Subscribe to our updates

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

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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