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Montpellier created and managed a flagship industry event in four weeks from concept to delivery; provided media noise and propelled a technical client to the forefront of a niche sector.
FSI (FM Solutions) Ltd (www.fsi.co.uk) is one of the UK’s leading authors and implementers of Computer Aided Facilities Management (CAFM) computer systems. Founded in 1990 by FM professionals, it has a reputation for leading the way in CAFM innovation. The company employs 50 staff. The flagship Concept™ range of CAFM software is installed in over 750 sites worldwide, and the company has a research and development team of 10 programmers, with 14 consultants providing implementation and support services for clients.
Over the past three years FSI has moved from a ‘commodity’ seller of software to a strategic partner providing leading edge solutions to an increasingly sophisticated client-base. In terms of marketing, it had been involved in extremely expensive and lavish trade exhibitions (FM Expo at Olympia circa £100k including stand build, space, advertising and manpower), with no appreciable return on investment. Visitors were not high calibre and FSI threw down the gauntlet to Montpellier as its new PR consultancy to find a channel to gain direct access to Board-level decision-makers, many of whom would not be well versed in this specialist area of facilities management.
In parallel, with the requirement to reach key corporate stakeholders, FSI had developed a major breakthrough in terms of technology and needed a rapid means of introducing a new system ‘Workflow’ to the market.
• To position FSI as industry spokesman in a crowded market
• To reach high level decision-makers
• To promote the consultancy expertise and strategic know-how of FSI
• To introduce an innovative product and gain early entry to market
• To promote FSI as a champion of innovation
• To establish the benefits to non-IT-savvy prospects of partnering with FSI
Montpellier arranged a number of planning sessions with the client to brainstorm alternatives to the traditional route of trade exhibitions. It was agreed that a bespoke platform was required and Montpellier created the brand ‘Tune in to FM’ for an industry seminar programme that would be rolled out across a number of venues throughout the UK. This themed series of events would kick-off at the prestigious London Stock Exchange (also a FSI client).
Strategic plans were agreed and a full programme designed, including target speakers ranging from representatives of the leading industry body the British Institute of Facilities Management (BIFM) through to technical partners involved in innovative scheduling and mobile solutions.
Creating the brand…targeting…event management…media relations
Timeframes had to be squeezed to the limit, constrained by extremely limited availability of this prestigious venue, meaning that we had only four-weeks from initial mailings to holding the conference. E-mails and phone follow-up were made to a 2,000 strong client base, with FSI choosing the most senior delegates for the seminar. Meanwhile, Montpellier briefed its creative team to turn round web pages, banners, folders, stationery, delegate badges, conference packs and create PowerPoint presentations for seven speakers in addition to creating an eye-catching FSI-branded logo for the ‘Tune in to FM’ series of seminars. The timeframe precluded pre-publicity in trade media and the PR focus turned to the industry news portal www.i-fm.net
A surprise turn was the request by FSI that Montpellier director, Philip Hicks, who has worked with blue-chip names in the built environment for the past 15 years, should chair the conference, setting the standard for others to follow.
Additionally, Montpellier secured Lucy Jeynes, deputy chair of the BIFM, as the keynote speaker, which not only brought added kudos to the event, but importantly built bridges between FSI and the main industry body.
The event was hailed as an unrivalled success by the client and more than 80 delegates attended the event at the London Stock Exchange. These were, in the main, Board-level decision-makers and the interest generated, surpassed expectations of both client and agency.
The Tune in to FM Seminar series has now become a key industry platform, embraced by trade bodies such as the British Institute of Facilities Management and the Facilities Management Association.
It was clear from the start that the client would benchmark success purely on translation to orders. This is a nightmare for any PR company, since an event or coverage does not necessarily translate directly to sterling! However, the event’s success as a PR and marketing window on the client, with the client attracting quality guests and endorsement, has as a direct result secured for FSI no less than five contract orders. The order value has been in excess of £50,000 to the client, at a cost in PR fee terms of just under £6,000.
Additionally, media support helped profile the seminar series, with exposure in www.i-fm.net and key trade tiles including FMJ and Premises & Facilities Management.
As a result of the work carried out by Montpellier, the agency was immediately awarded a retainer for a year’s contract of work, and responsibility for subsequent seminars, including one at Sheffield Hallam University. The next seminar will take place in Bristol and looks already to be over-subscribed judging by early enquiries. These events proved to be so popular that a special conference near Manchester was planned for a major FSI client, based on the ‘Tune in to FM’ series conceived and created by Montpellier as a highly effective PR tool.
FSI’s Workflow application, showcased at the seminar was short-listed for the e-technology category of the prestigious FM industry’s PFM Awards and has made a significant impact in technical media and the marketplace.
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