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

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.

Shaping Share of Voice

BMT Group

Distinction in Defence

AzteQ CUBe

Achieving Clarity Through Strategy

Concirrus

Igniting Interest in Insurtech Startup

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

Distinction in defence

Distinction in defence

Distinction in Defence

BMT is a maritime-orientated high-end design house and technical consulting firm driven by a passion for solving complex, real-world problems.

Their ‘Highly Autonomous Warship Technologies’ (HAWT) offers a vision for the future of increasingly autonomous naval operations, underpinned by safe, secure and lean-crewed warships.

BMT Group

BMT Case Study

EC-PR Quote marks“DSEI was a significant event for BMT in launching our highly autonomous warship concept, providing a key platform for us to lay out our vision into how the complexities of transitioning to naval autonomy could be navigated. We know we have the ability to offer insightful counsel to address this complex challenge, and we know this is grounded in our efforts to work with navies and industry to get under the skin of these challenges to help resolve them. Our challenge was in communicating this to the market, and the results we achieved and continue to enjoy as a result of outreach around DSEI have proven to be invaluable in raising BMT’s profile in this space.

“The results of this campaign allowed BMT to not only reach our target audiences at and around the show, it has turned a four-day event into an ongoing campaign of proactive media interest that continues to this day, delivering value that far surpasses the original objectives of the launch campaign.

“Thanks to the brilliant efforts of the EC-PR team, the paper has gone from strength to strength with over six magazine headlines and four front cover articles.”

Jake Rigby

Research & Development Lead, BMT

The company has conducted extensive research in collaboration with navies, government and defence technology institutions to develop and capture a deeper level of understanding of the roadmap for the integration of AI and automation in naval operations.

Dangers and Desires

To fully harness their work, BMT wanted to launch its new HAWT to the defence market, and saw DSEI — one of the most important events in the defence industry calendar — as the ideal opportunity to do it.

The challenge of achieving this aim was not to be underestimated. DSEI is a very well-attended event, showcasing over 1,000 defence and security suppliers from 58 different countries. On top of that, while BMT had a strong pedigree in naval ship design, awareness of the company’s offering in the defence market was inconsistent.

Our media connections and stakeholder engagement experience, coupled with our deep knowledge of the defence and technology sectors, meant we were ideally placed to take on the challenge of positioning BMT as experts in naval autonomy.

Design

Our main objectives included releasing a new insight paper, and achieving media coverage in top-tier publications.

According to BMT’s brief, we centred our activity around the DSEI event. In targeting DSEI to launch the concept and insight paper, we faced a large, crowded, global event where the incumbent players largely dominate the news cycle.

 Campaign goals

  1. Increase BMT’s visibility within the defence sector
  2. Amplify their presence at DSEI
  3. Establish a dominant share of voice in the key areas of naval autonomy.

Our approach

  • Launch a media outreach programme to top-tier defence trade media outlets
  • Secure thought leadership articles
  • Exploit opportunities afforded by the release of the insight paper.

Deliverables

  • Press releases
  • Press interviews
  • Social media content
  • Journalist liaison

Sustainability

We engaged with journalists before, during and after DSEI to ensure BMT had a substantial share of voice in key media titles over a sustained period.

Article placements

100% of the articles placed were in tier-one target media. Coverage included four front cover articles.

Media coverage included:

We secured interviews for BMT with journalists before DSEI and at the event, achieving a strong and authoritative voice on naval autonomy even within a crowded news cycle.

Coverage from the launch of the insight paper was secured during the show and featured as one of Shephard Media’s top stories in its ‘show daily’ on the first day of the event.

Distinction

Through ongoing engagement with the media after DSEI, we have successfully sustained the media’s interest in BMT and the company’s insights into naval operations. BMT is now considered a recognised authority on the subject and its share of voice on naval autonomy continues to grow.

What started out as a launch opportunity for BMT to highlight its understanding of naval requirements, turned into a springboard for continued PR growth, which went way beyond the original challenge.

BMT’s key differentiator is their research and critical insight. They always knew this. Thanks to our strategic media and thought leadership campaign, now their target industry knows it too.

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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

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

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