When is a PR campaign not a PR campaign?
Answer: when it’s a PR campaign, an SEO fix, and a lead generation campaign all in one.
Echo Managed Services is a specialist outsourced provider of customer contact, billing and debt recovery solutions largely to the utilities, publishing, corporate and third sectors.
They needed a more strategic approach to their PR – campaigns that built reputations, online visibility and generated leads.
So they contracted PR Agency One for a triple purpose corporate and business communications campaign. A campaign designed to:
- Help Echo reach new clients in its core vertical sectors – water, energy, retail, publishing, public sector and general business
- Position Echo as a thought leader in the multi-channel customer contact sector
- Secure strong links in online publications to drive traffic back to the Echo website
- Act as a powerful sales tool
Research & insight
Echo works across a wide range of sectors. To make sure we reached across them all we decided to focus the campaign on customer contact/service – a topic essential to all Echo’s prospects. It’s a topic too that we felt would generate interesting, real world analysis for the media to run over the twelve week campaign – particularly considering the amount of press topics around robotics and artificial intelligence have received in recent months.
Research was meticulous. A thorough and close collaboration with both Echo’s senior management and their contact centre agents that dug deep into best practice customer communications. A study of which businesses get their customer service right, which struggle, and the reasons why.
We also gained important insight from questioning 1000 UK adults to research their contact channel preferences, the pros and cons of various technologies, and which sectors were offering the best and worst customer service experiences.
The result? A treasure trove of media-friendly insights and understanding.
Creating the campaign
Whereas some campaigns consist of many smaller components we chose to focus the Echo project on a single, insightful report, useful both to prospects and the press. A unifying focal point.
Titled ‘What your customers want in a world full of contact channels’ our campaign report revealed that the human touch is just as important as any technology.
Great for the press. A piece of valuable, press-worthy content hosted on its own landing page that journalists could link back to.
As it should be, a great piece of research generated great coverage.
We gained 52 pieces of coverage, with highlights such as: City AM, eConsultancy, Local Government Executive, Forbes, Local Government News, SME Insider, PR Moment, Engage Customer, Smallbusiness.co.uk, Professional Outsourcing, Water Briefing.
The report was downloaded 192 times.