With ambitions to become the market leader, our client tasked us to deliver a campaign that both highlighted their vast knowledge and experience across multiple sectors but also brought to light the increasing challenges their customers are facing as their digital footprints continue to grow.
Through our own investigations and working closely with our client, we identified a potential blackhole in both historic and existing data quality, as well as issues relating to their customers’ ability to report accurately to the Health and Safety Executive, where a failure to comply levies potential fines and can severely damage reputations.
The foundations of a new research campaign were in place, but what did we want to achieve?
Our Aims
1. Elevate our client as a technology leader across multiple industries, one that is driving the narrative in the press, while providing a platform to educate and inform existing and prospective clients
2. Deliver a set of data that could both generate headlines in the press as well as provide collateral for our client’s sales and marketing teams
3. Raise awareness of the data and compliance challenges organisations are facing in light of increasing digital footprints and a growing reliance on technology
4. Position our client as the knowledgeable voice and experts in helping organisations to address these EAM, FM and BM challenge
What We Did
Working closely with one of our partner research agencies we developed a questionnaire, with sector data splits, aimed at those working in senior positions, including CTOs, CIOs, engineers, maintenance and site managers, and facility directors, to ensure the data collected painted the truest picture of the state of the UK industry.
Amongst many highlights the results found that 50% of organisations said their asset data doesn’t comply with health and safety regulations due to poor asset management systems, 86% of respondents would like to see improvements to their management systems, and 42% still use outdated methods to record, update and store health and safety data – in short, the findings provided the headline grabbing insight needed for press as well as the data our client was looking for to tailor its sales and marketing strategy.
Using the data splits and relevant industry highlights, we crafted sector specific press announcements that highlighted each of the key challenges, and current faults and failings that captured press interest and readers’ attention.
To generate backlinks in the press coverage to amplify visibility on search engines, we also produced a white paper to highlight the full results of the survey, which was used by the marketing and sales team as gated content hosted on their website for lead generation.
