A world leader in the development of, manufacture and distribution of reconstructive orthopaedic devices, Gloucestershire-based Corin recognised the potential for high-profile media coverage after agreeing to sponsor a patient who approached the Group for financial support to compete in this year’s North Pole Marathon (April 6 2007).
Army Training Instructor Steve Boswell, 39, underwent major surgery in 2006 to have both his hips replaced using Corin’s hip resurfacing device. Steve’s life-long sports career, which included rugby, athletics and marathon running, had eroded his hips to such a degree that surgery was necessary if he was to preserve his quality of life. Just 12 months after his operation, at Frimley Park Hospital, London Steve agreed to compete in the 2007 North Pole Marathon. Widely recognised as one of the world’s most extreme runs, Steve would have to complete the 26.2 mile circuit in conditions that would plunge to -45°C. The event itself is run on top of a four-metre thick ice cap.
After agreeing to sponsor Steve, Corin approached Montpellier Marketing Communications Group with the aim of gaining maximum media exposure for the Company and its product.
“The coverage was amazing. Montpellier’s professionalism, ability to work under tight deadlines, holistic approach to marketing communications and delivery was very impressive,”
Marketing Director of Corin - Iain Dunbar
• To design and implement a PR strategy to secure maximum exposure for Corin within a tight timeframe (20 working days between original consultancy/client brief and project delivery).
• To generate media opportunities including one-to-one interviews between media outlets and senior management at Corin.
• To manage and facilitate external communications on behalf of the client with the aim of maximising positive coverage.
• To evaluate all media coverage, provide cuttings to client (no budget for clipping service) and produce an end of project report highlighting key recommendations.
Recognising that time was of a premium, Montpellier quickly organised a series of internal meetings involving key board directors, the client’s senior management team, Steve Boswell and members of the Army’s in-house communications team (Media Operations, based in Shrewsbury). These meetings, chaired by Montpellier, meant the consultancy could formulate a cohesive PR strategy which engaged all stakeholders.
The starting point was to ensure synergy with all interested parties and to agree best practice measures as a means of establishing the most productive way forward in terms of delivery. Key client spokespeople were identified (based on seniority and interpersonal skills), media training was provided and core messages agreed.
Using specialist software (CommSource), and the consultancy’s extensive media contacts, which provided direct access to numerous news desks across the South West and Midlands, a list of targeted media was drawn up. This included a broad range of media outlets across broadcast, print, online and specialist industry publications. A distinguished
Within seven working days of accepting the project, Montpellier had produced a PR strategy, agreed the campaign’s core messages and had trained client spokespeople in media relations (the client’s corporate image was uppermost in delivering the campaign). All parties agreed on a joint approach to the media campaign. Corin and the Army would be represented jointly. Once this synergy was achieved, Montpellier co-ordinated an informative press release – utilising its in-house journalists to create the right tone and content. Furthermore a press conference was agreed (to be staged at Army Training Centre, Whittington Barracks, Lichfield, aimed mostly at broadcast media), a colourful press pack produced which included background information on the client, CD-Rom and press release and one-to-one interviews facilitated with BBC Midlands Today. A distinguished freelance photographer was booked to cover pictures for publications that couldn’t commit their own staff photographer.
In total three different press releases were written – each advancing the story as it moved on. As the story progressed even more media momentum was built – providing extra column inches for the client.
To support the above strategy, Montpellier targeted key print publications such as the Western Daily Press, Birmingham Post, Birmingham Mail as well as interactive media such as BBC Online South West and BBC Online Midlands. These were identified by the client as being of particular value to future sales (correct target audience). Montpellier made a series of personal calls into news rooms, sold in the story’s obvious merits and struck up a personal liaison with news teams.
The North Pole Marathon 2007 campaign was a huge success not only in terms of project deliverables (high-profile integrated media campaign), but also in fostering stronger client relationships. An unprecedented amount of coverage was secured for the Group, who’ve proudly mounted many of the cuttings in the boardroom or inserted the case studies as links on their website. The coverage was estimated at £165,000 AEV. Not bad for a £2,300 project.
Thrilled at the level of success, Corin has approached Montpellier to orchestrate a second strategic communications campaign – the PR surrounding its launch into the US market. This market entry has created an exciting opportunity for growth within the Group. Nearly 40 new jobs have been created initially with more in the pipeline. The announcement has also propelled Corin in terms of turnover and income generated. As Corin take the bold step into a globalised world, Montpellier has strategically positioned itself as the agency of choice in this journey.