Tech PR case study: Growing an established brand Bit by Bit
SCOTLAND’S leading telecommunications network provider, Commsworld, enlisted the help of Edinburgh PR agency, Holyrood PR, to plan, outline and action a year full of PR initiatives to take their business to the next level. Here’s our tech PR case study, showing just how we did that…
Promoting the work of a company whose work is so technical and jargon-heavy to the general public and media can prove challenging at times – especially over a 12 month period.
Nevertheless, we had to communicate the great work that Commsworld undertakes in a personable, tactful and knowledgeable style, so it would still bestow trust and confidence to key decision-makers.
Additionally, we had to position Commsworld as a trusted ‘’central-belt’’ business whilst raising national awareness, Commsworld’s reputation and its rapid business growth – juggled with the behind-the-scenes £30million seven-year contract with Glasgow City Council.
With clients such as Skyscanner, Edinburgh Zoo and the City of Edinburgh Council, Commsworld knew they have come far, but still have a distance to go – especially if they want to offer a more personal service similar to rivals Vodafone and BT.
Our creativity was all in the planning. Devising a 12-month PR calendar that made sure to nail down multiple objectives that were laid out. Namely, raising awareness of Commsworld in the media, promoting Commsworld’s MD as a ‘’Thought Leader’’, supporting Commsworld’s evolving business to different audiences by achieving key message targets, and planning a showcase PR event – aimed at building confidence in the public sphere.
WHAT WE DID
We had to ensure the PR calendar was well targeted and plentiful – brimming with PR ideas that were well dispersed as to avoid media fatigue.
We began with softer stories in rural regions, growing as the year continued – until we were telling stories such as top-level appointments, Glasgow CC deal and CSR focused articles.
Building on the Glasgow CC deal, we syndicated reputation and business growth stories, including a story which detailed Commsworld’s record revenues.
THE BIG RESULTS
Commsworld’s results are there for all to see. The Glasgow CC contract, record revenues, heavyweight board appointments, and the barrels of media coverage they have earned.
A particular big result would be the visit to Commsworld’s Glasgow Office from Cabinet Secretary for Rural Economy and Connectivity, Fergus Ewing MSP, in light of all the success Commsworld had achieved – including Glasgow CC. This helped to maintain momentum and new business opportunities particularly within the public sector.
- Delivered 117 articles, generating a reach 5,266,938 OTS – initial target of 50 items of coverage and 1 million OTS
- Nine talking head articles produced for Ricky Nicol, including four as an influential Scotsman 200 contributor – initial target was at least five talking head opportunities
- 79% of media articles contained at least two key messages – 19% above target
Ricky Nicol, Chief Executive at Commsworld, said: “Holyrood PR’s work has played an integral role in the rapid growth of Commsworld and our continued success.
“The relentless drive and determination of the HPR team, coupled with their expertise, has really enabled us to create, build upon and sustain an incredible presence across the media.
“I now find myself in a position where my peers come up to me at events and remark on the amazing coverage we get and how they can’t escape news about Commsworld.
“The team’s ability to dig out stories that didn’t even occur to us and find a home for them in both traditional and modern forms of media makes them feel like an extended part of our staff.”
Like what you see? Do you want results in the tech PR industry and achieve the same success as Commsworld?
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