Vocus and Montpellier worked together to create an all encompassing campaign that took in all aspects of advertising and public relations. This massive campaign saw Vocus take centre stage as the premier choice when it comes to expertise in PR.
Helping PR get onto the corporate agenda
NASDAQ-listed Vocus is the global leader of online software for the public relations industry. Entering the UK market in 2002, the company appointed Montpellier Marketing Communications Group, to launch and promote its fast expanding services in the UK and EMEA region.
Having maintained a blistering 100 per cent annual growth in the UK and over 35 per cent annual growth back in the US, where it has been established for 15 years, the UK and EMEA were seen as the next logical steps on its quest for global primacy amongst PR and corporate communications specialists.
The first phase of campaign roll-out would focus on the UK, to incorporate networking with professional and industry bodies including the Chartered Institute of Public Relations (CIPR) and the PRCA. Vocus turned to Montpellier to support the creation of the UK and European marketing programme for the relevant country audiences which would include a mix of material, from direct mail and e-marketing campaigns, through to advertising, sponsorship and partnership with governing bodies.
According to the CIPR the UK PR industry, with an annual turnover of £6.5 billion, is ranked second only to the US, with in-house teams representing over 80 per cent of practitioners, with the balance being employed by consultancies. They are also a notoriously ‘hard-sell’ given the warfare of the business and accordingly all strategies needed to be ‘bang-on’.
• To demonstrate unrivalled knowledge of robust system development for the PR
industry
• To promote the benefits of a totally integrated solution that enables to plan,
execute, monitor and evaluate all communication campaigns
• To differentiate Vocus from its main competitors including Cision, Gorkhana and
precise at all levels including its News On Demand, NLA approved clippings service
• To leverage communications opportunities arising from the customer dissatisfaction
simmering in the Cision community
• To create awareness of the systems flexibility for both in-house and agency PR
teams
• To raise further awareness of industry-wide issues positioning Vocus as a voice of
authority and expertise in the field of PR
Introducing a product, which could easily be misconstrued as solely relevant to the American market, into the UK market that was dominated by two main players required a significant shift in focus and presentation. A dynamic approach to the design of the literature was achieved with fresh, uncluttered, imagery. Content focused heavily on the benefits of using the system and demonstrating an understanding of PR practitioners’ frustrations due to demands made on their time, the continuous need to prove effectiveness, ROI and much more to a variety of stakeholders. This knowledge of the industry coupled with the technological expertise of Vocus provided a compelling argument. At last, practitioners can harness technology designed specifically for the industry without compromise.
Montpellier worked closely with Vocus to ensure that the creation of consistent strategic messaging through all mediums was achieved including:
• Media relations
• Case studies to support the sales process
• White papers for use on the website and as part of email campaigns
• Advertising
• Creation of a Vocus award included in the 2008 PRCA award programme
• The development of a stand alone Product demo that can be used on the
website and e-mail campaigns
• Sponsorship support
• Podcasts / webinars
The positioning of Vocus, as the definitive choice for PR practitioners, has been achieved by client endorsement across key industry sectors including education, local government and not-for-profit organisations. This has then been cascaded through PR industry press and includes advertising and media relations. Direct mail campaigns and e-mail campaigns have been targeted at agency and in-house teams.
All initiatives have successfully reinforced the drive to ensure brand recognition and system capability, from tactical advertising through to roundtable discussions bringing together industry leaders to incite debate and, where possible, change.
Vocus experienced increased calls to its office by 50 percent Generated an additional 60 leads per month and increased it’s customer base by 50 percent.
The client established an office in Germany, doubled staff levels, including the addition of former Cision executives, what’s more: Competitor marketing literature now includes Vocus as a supplier they can match.
Over 45 percent of Vocus clients use the Enterprise version of the product which enables total integration - from planning, distribution and monitoring through to reporting and evaluation.
The Vocus, NLA approved, News On Demand service for web, broadcast and print media monitoring is predicted to be used by 25 percent of clients – the figures are currently being assessed
Since the launch of this PR and marketing programme, Vocus now speaks regularly at CIPR and PRCA events and seminars, has instigated a web cast at the recent PRCA annual conference and is ready to host its second roundtable in conjunction with the CIPR on NLA licensing.