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Rebranding
PR campaign generates 90% increase in editorial coverage
for contact centre vendor |
Background
Leading contact centre system vendor Rockwell FirstPoint Contact
is a longstanding retained client at Wildfire PR. The US company
provides complete customer interaction solutions, for multiple
communication channels including voice, email, web, wireless
and VoIP.
The Brief
In January 2002, a new senior management team was poised to
reposition the company with a new brand name and product suite.
Wildfire PR was asked to design a UK PR campaign that would
fit into a planned global road show by senior US executives.
| Objectives |
| • |
Communicate the new company positioning, product
direction and name change to key press,
analysts and industry influencers in the IT and contact
centre industry |
| • |
Establish Rockwell’s new brand within the IT and
channel press as well as the specialist
contact centre press |
| • |
Consolidate brand awareness via sustained coverage in
the key IT, business and contact
centre press |
| Strategy |
| • |
Wildfire recommended staging an initial press
event in February 2002 to explain the rationale for the
rebranding. Nine call centre and IT trade press journalists
attended the launch at a new private members’ club
in central London |
| • |
The launch was backed up by a series of analyst meetings
and telephone interviews for press unable to attend the
event |
| • |
The event was followed by a paper-based launch of the
mid-market (SME) product the following month, focusing on
the comms, business IT, and channel press |
| • |
Wildfire created the global press collateral for the SME
product launch in Spring 2002 and arranged a series of media
interviews with UK spokespeople |
| • |
For the remainder of the year, Wildfire ran an industry
commentary programme, contributing relevant comment from
key spokespeople to target scheduled editorial features,
to position Rockwell FirstPoint Contact as an authoritative
commentator on call centre industry issues
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| Results & Evaluation |
| • |
The campaign created an annual 90% increase in media coverage
from 2001 with a total of 67 editorial items across call
centre, IT, vertical industry and national media |
| • |
Key pieces appeared in the Financial Times and two in
The Times with consistent coverage in the call centre press
throughout the year |
| • |
The SME product launch release generated more coverage
globally than any announcement in the company’s recent
history |
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