Having undergone one of the largest organisational transformation programmes of any UK business during 2016, which included a complete corporate re-branding exercise, Advanced wanted to raise its brand profile as the third largest IT software and services supplier to the UK market. Working in partnership with the Advanced marketing team, Firework has successfully transformed Advanced’s communications strategy to focus on achieving high impact, high profile tier one media coverage and influencer relationships.
Firework was engaged to create an integrated brand communications programme that puts creative story-telling at its heart, streamlining the previous traditional approach of high volumes of press releases into a high profile, thought leadership campaign. This incorporated message development, content development, media and influencer engagement as well as rigorous campaign measurement.
Firework now runs an integrated PR programme consisting of content driven campaigns across Advanced’s business, which operates across multiple commercial industries and public sector markets.
A corporate messaging framework campaign was developed, looking at how businesses needed to re-imagine their organisations in the era of digital disruption. This focused on topics such as employee engagement, connected business leadership and the positive impact of customer-driven service. It was underpinned by an inaugural Trends Survey launched at the CBI conference in November and re-used to deliver informed comment on a variety of subjects and sectors. These were developed into a range of content for various channels – social media, company website, media and industry bodies – and re-purposed for newsletters & e-marketing campaigns, as well as used at industry and round-table events.
Advanced has swiftly been able to raise awareness of its brand as a thought leader on key industry issues, and has aligned this activity to its focused new business efforts through increasing awareness and credibility around the success of its technology solutions. Advanced has become a regular commentator within the IT and business community. The PR campaign delivers regular media coverage, influencer engagement as well as compelling content on the Advanced website. Advanced is increasingly putting forward opinion on potentially contentious topics such as the crisis within the NHS and debating the key ingredients for ensuring the Government’s success on its Industry Strategy and Digital Strategy.
In six months, the campaign achieved the following milestones:
Audience reach of nearly 50 million; nearly 100 pieces in high profile tier one coverage; five national broadcast media interviews achieved and four piece of national coverage – all positive in tone and resulting from less than four press releases per month. Examples of broadcast coverage include BBC Breakfast TV, BBC North West Today, BBC Radio 5 Live, with online and print coverage including the Daily Telegraph, the Sunday Times, Computer Weekly and Computing.
"Firework PR has been instrumental in making sure our PR efforts make a difference – in raising awareness of our brand, in ensuring activity maps on to the issues affecting our customers and prospects, and in delivering thought leadership content that attracts their attention and engagement. Results demonstrate a strong return on investment, with reach and impact higher than ever before. This has been achieved by developing very focused, creative and opinion-led stories that is delivered with pace."Sally Scott, Chief Marketing Officer, Advanced
"The team at Firework PR has become an extension of my marketing team, working across the business to uncover some great news stories and challenge us to speak out on pertinent industry topics. Firework PR is very proactive in identifying relevant opportunities and creating high impact news spikes that ensure our brand stands out. In just over six months, they’ve transformed the way our PR operates. There’s a better understanding across the business as to how PR can align to new business efforts and deepen engagement within our customer base, creating powerful advocates for our brand."Will Dunwell, Director of Marketing Services, Advanced