ABOUT

Background:
This case study sets out to demonstrate
the value of an intelligently planned integrated communications strategy developed in ‘partnership’ with an informed and proactive client that resulted in a £16.1 million sales lead in just 4 weeks and Microsoft Partner of the Year Award.

Not bad for a campaign that was originally only required to generate 100 sales leads and achieve 1000 social media engagements by December 2014.

Challenge:
PeopleAX is an intelligent HR software package brought to market by Equiniti-ICS - a recognised Microsoft Partner in the United Kingdom following a multi-million-pound investment over three years in the creation of the software package.

What separates PeopleAX from other payroll packages is the in-depth perspective it offers HR teams into staff trends and behaviour - all crucial when managing complex multi-facility organisations. It quickly became apparent whilst working with the Equiniti marketing team that the main challenge would be communicating the ease with which companies could integrate PeopleAX into their work-plan and train their staff to identify and act upon the insights offered by the system.

PeopleAX was designed with a familiar Microsoft UI that was aimed at overcoming any problems with staff not knowing how to use it. This however still left us with the challenge of communicating to a time poor audience the range of insights that PeopleAX made available and how simple the information was to extract.

Working in partnership with the Equiniti marketing team, we devised an integrated campaign strategy that strategically addressed each factor in the key decision makers’ checklist. This knowledge was then applied to a campaign that humanised the conversation/ engagement - reinforcing the ‘People’ aspect of PeopleAX.

A strategically timed campaign schedule wasimplementedthat ensured key decision makers were regularly presented with the benefits of PeopleAX across a complimenting range of channels and at relevant touch-points.
All of these channels funnelled into a carefullystructuredPRstrategy that culminated in a launch breakfast at the MAC - Belfast’s signature facility for culture and commerce The event was attended by public, private and not for profit decision makers - in addition to Equiniti managers from across the UK.

Hosted by renowned business strategist and mentalist, David Mead, the launch was designed to be the test bed for a campaign that could then be replicated throughout the UK at similar events.

Methods & Strategies:
The campaign was strategically crafted to engage with the key decision makers at various commercial touch-points and using imagery, language and mediums that would not feel intrusive. It was critical that the campaign itself reflected the working ethos of the Equiniti brand and by default raised awareness within the organisation as to the scope of the new PeopleAX offering - in effect giving people reasons to believe.

Results
The result, a flexible and intelligent integrated strategy that clearly addressed and exceeded pre-campaign KPI’s and successfully positioned PeopleAX as the go-too solution for HR and Payroll managers looking to maximise staff insights.

However - the real measure of the campaigns effectiveness were identified in the financial pipeline generated in the months immediately following the campaign launch.

Mission Accomplished!

(Please note that work was completed in 2014 by The Mission)