Elemental awareness building PR case study for digital marketing community Econsultancy

1. Econsultancy case study Awareness building via PR

2. Brief

3. Raising visibility To raise the visibility of a UK digital marketing and ecommerce community Build the profile of key spokesperson Ashley Friedlein, CEO in trade media Announce initiatives in the competitive publishing market

4. Approach

5. Media relations and PR Proactive activity to indentify newsworthy stories and developments Used in-house news for press releases to reach key industry titles Actively sought articles and features to connect with

6. Making media friends Thought of as competitor to publishers including Centaur and Haymarket Our objective was to present Econsultancy as a neutral resource to titles Created strategies to maximize the content produced

7. News engine SEO News engine SEO and online PR to support offline press releases activity Content placement created strong link equity in news sites and aggregators Activity improved search and journalist enquiries

8. Impact

9. Author and book PR Promoted Maintaining & Evolving Successful Commercial Web Sites book Achieved reviews and coverage across business, marketing and digital titles Used its subject matter to address media opportunities

10. Top flight media Working with the UK’s renowned media titles and news portals Ensured that stories were featured reaching stakeholders to build the brand Each communication built stronger rapport with titles

11. Featured articles Sourced opportunities with business and marketing titles to address issues that were topical in order to include Econsultancy in the debate Achieved via e-commerce and e-business articles

12. Profiling spokespeople Successfully placed Econsultancy’s CEO Ashley Friedlein in relevant media Credible spokesperson for titles including Click Z, Internet Works, NMA, Press Gazette, PR Week, Netimperative, Revolution et al

13. Creating columnists Building upon the profile we created for Econsultancy and Ashley Freidlein Secured columnist opportunities in magazines to further support development of the brand with kudos in the right titles

14. Establishing expertise A visibly sustained profile enabled better positioning of the brand Building its media profile securing a monthly column to showcase its core Strengths of research, reports, trends and analysis

15. Creating longevity Our approach enabled Econsultancy to sustain longevity in-house Creating a solid platform allowed them to expand upon our momentum Managing comms actioning the direction we outlined

16. The value of comms In terms of the relationships with media, Econsultancy was effectively was a Start-up that achieved essential visibility as marketers sought UK resources We kick-started the brand achieving a ROI of 383%

17. Econsultancy love “ We are particularly impressed with Elemental's management of our multi-channel PR. They really know how to tap into the opinion formers and networks within the industry which has produced fruitful coverage.” Ashley Friedlein, CEO

18. Elemental profile

19. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

20. Interested?

21. Getting in touch