PR CaseStudies


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

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PR CaseStudies

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