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See how we enhanced the BRAND APPEAL of Indian and global companies.

See how we enhanced the BRAND APPEAL of Indian and global companies.

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PR CaseStudies PR CaseStudies Presentation Transcript

  • P ERCEPTION & R EPUTATION M ANAGEMENT CASE STUDIES Communicating for Results
  • About FULCRUM PR Our EDGE
    • FULCRUM is the PR (Perception & Reputation) service
    • arm of DIGIQOM SOLUTIONS.
    • DIGIQOM SOLUTIONS is India first brand 2. Ω
    • communications Consultancy; head quartered in New
    • Delhi with network partners in India across Europe,
    • Middle East, USA and West Africa.
    • Serving leading global brands such as
    • BlackBerry, Apollo Tyres, NIIT, Vodafone, Coca Cola,
    • Reliance, Artemis Healthcare.
    • Industry associations such as TIE, Indian Angel Network,
    • Indian Venture Capitalist Association, amongst many
    • others.
    • We RESEARCH your target audience
    • We ANALYSE the media
    • We TRACK your perception in the media
    • We CRAFT your message
    • We TRAIN Executives to interact with media
    • We MARK your communication TOUCH POINTS
    • We use a PRECISION GUIDED APPROACH to disseminate information
    • We COMMUNICATE to your target
    • We EVALUATE for effectiveness each time
  • Enhancing BLACKBERRY’S BRAND APPEAL in Enterprise and Lifestyle segments
    • Situation
    • Low sales
    • Sole service carrier – Airtel
    • Perception – CEO’s Device
    • Creativity & Solution
    • Consumer experience led –PR
    • Shift from enterprise to LIFESTYLE DEVICE
    • Demystified complex technology into lifestyle
    • “ Must Have”
    • Results
    • High sales within a month of the start of PR campaign
    • WITHOUT any Advertising support
    • Brand BlackBerry gets media coverage equivalent of more than USD 25 Million in one calendar year
    • And More than USD 50 Million in terms of TV airtime
    CASE STUDIES
    • Situation
    • Under communicated brand
    • One of India’s fastest growing companies globally
    • Objective to achieve the leadership positioning
    • Solution
    • Shift focus away from the auto industry into the larger sphere of corporate governance!
    • Tennis Mission 2018
    • Event led communication
    • Managed media on key lobbying issues
    • Advised industry association- ATMA on managing the negative impact of tyre price hike
    • Strategic relationship management with government regulators
    • Positioned CSR at the FICCI SEDF CSR Award jury.
    • Results
    • Positioning achieved
    • Driving India to the World – Apollo Tyres
    • Highest Brand voice in the market consistently
    • Apollo tyres received the highest share in Brand Voice
    • in the market
    CASE STUDIES 360-Degree Brand Management for APOLLO TYRES, India’s largest tyre brand
    • Situation
    • Clovis Solutions, a Silicon Valley based, open source telecom software firm, needed to launch its open source platform, OPEN CLOVIS, in Chicago, USA
    • Creativity & Solution
    • FULCRUM PR activated the trade & technology media in the USA.
    • Effective story pitches and in-depth research led to OPEN CLOVIS getting extensive coverage in the crowded GlobalComm event- on day of launch.
    • Results
    • The announcement has got excellent coverage with 2 firsts for OpenClovis.
    •  
    • 1. OpenClovis – was covered on the home page of Red Herring – a first for a non-financial press release without any numbers mentioned in the body copy
    •  
    • v
    2. OpenClovis- was Pick of the Week on CIOL.com - India’s premier developer portal- part of the DataQuest Group   Special mention-   Deccan Herald - the most read mainline newspaper among the target group in Bangalore covered the announcement prominently CASE STUDIES Launch PR for OPEN CLOVIS in USA, Out of India
    • Situation
    • Artemis Healthcare , a world class medical research institute in Gurgaon, India, needed to recruit doctors from the UK and USA.
    • The need for Global doctors was to address the booming medical tourism industry in India
    • Creativity & Solution
    • We carefully reconstructed the message and took it to the appropriate medium, such as websites and journals that doctors subscribe to e.g. UK medical council, Journal of American Medicine.
    • Innovative e-advertising and messaging campaign created
    • Besides ‘e – advertizing’, DIGIQOM created voice mail Ads that doctors would receive directly on their voice message boxes.
    • Results
    • Increased number of queries within 2 weeks of the campaign.
    • Successful hires
    CASE STUDIES Creating Global footprint for recruitment at ARTEMIS HEALTHCARE in India
    • Situation
    • The Ministry of Culture wanted to showcase Indian cultural heritage to India’s youth via events organized by IGNCA (Indira Gandhi National Center for Art)
    • IGNCA wanted to “RE- POSITION” itself from being a government repository of Art & Culture to a PROMOTER OF INDIAN ART & CULTURE
    • IGNCA conceived ‘ Aqeedat ke Rang’ to create awareness on the various elements of the Hind – Islamic culture.
    • Creativity & Solution
    • YOUTH CONNECT!
    • Target audience of the event- age of 18 -35.
    • Keeping in mind the target audience,
    • Communities on Orkut, Facebook and social networking sites
    • Blogs were created
    • Email campaigns
    • “ Experience the Romance
    • of the Islam
    • that is Adapted by India mixed with
    • her own unique Culture.”
    • Results
    • Unique Positioning for the event
    • Over 2000 attendees each day
    • Extensive media buzz
    • Recognition for the creative collaterals by DIGIQOM
    CASE STUDIES Connecting to youth via social media for IGNCA
  • CASE STUDIES
    • Situation
    • Indian Angel Network (IAN) is India’s first national network for Angel investors.
    • IAN wanted to keep the tempo going as the hub of innovation and entrepreneurship even in a downturn.
    • Solution
    • Advocacy –led PR
    • Supporting Innovation led PR via The Economic Times – Power of Ideas Campaign
    • Content- driven strategy
    • Regional focus
    • Results
    • Over 11,000 business plans submitted with 3 week campaign period, IAN has closed 2X deals in the first 3 months, compared to last 1 year.
    Advocating Entrepreneurship in a Downturn- Power of Ideas PR CASE STUDIES
  • Advocating Global standards among Indian PE/ VC professionals
    • Situation
    • IVCA ( Indian venture capital and private equity association) is India’s apex body for the VC/ PE industry.
    • IVCA along with EVCA has been conducting workshops called the ‘Master Class’ to advise VC professionals on Industry bench marks and best practices.
    • In a down year, VC’s did not want to invest their time and money in training
    • Creativity & Solution
    • FULCRUM PR used a precision guided approach to create the desired impact on the media resulting in greater industry interest.
    • Detailed media briefings with specialist media in the domain of investing, venture capital, govt. guidelines and regulations.
    • The master class was followed by discussion forums with the media to discuss the various issues India faces in VC guidelines and regulations.
    • Result
      • Established IVCA and EVCA as thought leaders
      • spearheading the cause of self regulation within
      • the VC/PE industry.
    CASE STUDIES
  • Online image makeover and crisis communications- for global leaders
    • Situation
    • A Global Top Four management firm needed its reputation protected online against criticism of its senior leadership in India
    • FULCRUM was engaged to “make over” search results on specific topics and persons, without involving internal web and corp. comm teams in India and globally.
    • Additionally, manage negative impact on blogosphere post Mumbai 26/11 and Satyam crisis
    • Solution
    • Content optimization via web2.0 tools
    • We re-positioned all negative coverage on the web
    • on firm or its management, operations or employees.
    • We managed to attract and create content on the web that enhanced the perception of the firm as a global leader in finance & Business advisory.
    • Results
    • Online image makeover successful
    • All Negative coverage back tracked
    • Content sharing via reliable online tools to enhance the leadership of the firm as ‘THOUGHT LEADERS’
    • Updated news on the management and the firm
    CASE STUDIES
  • HOW YOU CAN GAIN
    • Gain leverage from our extensive experience in cutting- edge PR and media communications expertise
    • Now pre-packaged in 3 affordable and effective service levels
    • Bringing You and your company the entire range of media and communication options
    • Including corporate blogging
    • Online Reputation management
    • Media endorsements
    • Global Networks
    User Generated Online News Media Newswires Social Networking Sites SEO RSS and XML Tagging E-Marketing Digital Media
    • TO KNOW MORE:
    • Call us
    • @
    • 9818450157
    • Or
    • 011 40581538
    • Write to us
    • [email_address]