Case Studies

Cisco UK

Development and management of the UK and Ireland Customer Reference Programme

Business objectives

• Create a programme for producing customer references efficiently
• Build up a portfolio of customer references to support PR and sales and marketing

Achievements

Described by the customer as one of the most effective marketing programmes for the company

• Developed a highly efficient system for managing and producing case studies and customer win press releases
• Production of more than 40 case studies and customer win press releases a year
• Developed efficient and practical processes and tools for managing the programme
• Delivered highly quality reference content with little editing from client or subject
• Stakeholders consistently praised the quality of written material

Programme

• Established systems and process for sourcing, following up and converting reference leads
• Developed tools and templates for running the programme
• Managed whole process from sourcing leads to material creation and approval
• Worked with marketing, sales and business partners
• Provided senior management with a snapshot analysis of performance
• Worked alongside PR agencies to support PR activity

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Amdocs US

Researched and managed the creation of customer case studies for customers around the world including the UK, US, Europe and the Far East.

Business objective

• Develop and product high quality customer case study material

Achievements

• Remained with the company for several years even during and after acquisition
• Help fashion a number of methods and techniques for creating customer case study information
• Helped to develop a number of difference case study styles and templates
• Regularly product written customer case studies in a number of different formats for PR, sales and marketing and business presentations

Programme

• Research and create customer case studies across multiple products and services
• Liaise with client sales and account teams
• Interview customers, draft cop

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LOTUS DEVELOPMENT (UK)

Development and management of a customer case study programme

Business objective

• Develop a series of customer case studies that demonstrate the business benefits of using Lotus technology

Achievements

• Created 20+ case studies
• Achieved highly positive quotes from customers
• Customer studies ranged from global, corporates to small SMEs and public sector organisations
• Used case studies to generate positive press coverage
• Case studies used by Lotus and its business partners to generate new business
• Developed an internal database of customer case studies
• Selected case studies posted onto Lotus' UK website

Programme

• Research possible case study opportunities
• Interview and write case study copy
• Manage internal and customer approval process
• Develop and manage a case study database
• Act as a customer reference resource to Lotus sales and business partners

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The Ebone Break the Broadband Bottleneck Campaign wins Essential Elements Communications, Finalist, Best sales and marketing campaign.

Short listed for the Institute of PR's Excellence Awards

In March 2001, EEC worked with Ebone (a leading Internet and broadband service provider) on a PR and government lobbying campaign The "Break the Broadband Bottleneck" Campaign to raise awareness of the "Broadband Bottleneck" issue amongst European businesses, governments, regulatory bodies and the telecommunications industry. Until the Ebone campaign, this issue was almost unheard of outside a few experts in telecommunications.

Achievements

• 100+ articles including high-profile stories in national and business press in every target country - The International Herald Tribune, The Wall Street Journal Europe, Financial Times, The Guardian, Le Monde Informatiqué, Le Soir
• Comment articles published in several publications including 'The Director' magazine
• Exceeded the 25% quarter on quarter target
• Positively engaged the EU and the regulators in all target countries
• Improved the prospects of commercial offers (i.e. action by National Regulatory Authorities [NRAs] to enforce more competitive pricing and agreements) in the UK, Spain and Italy
• Spanish NRA announced it would introduce regulatory guidelines to address the issue. It adopted almost all the requests for which Ebone had lobbied
• Erkki Liikanen, European Commissioner, Information Society Directorate General, applauds the Ebone campaign: "I share your concern on this issue, in particular to the extent that it affects, as you point out, the local broadband access market in Europe. We welcome the very active role that you and your colleagues from Ebone have played in recent months in drawing attention to the problems that continue to exist"

Recommendation

"I would like to recognise the significant contribution EEC has made to the 'Break the Broadband Bottleneck' campaign.EEC was critical to the corporate communications team and the input both from a strategic consultancy point of view and a hands-on approach were invaluable. The 'Break the Broadband Bottleneck' campaign was critical to Ebone's commercial performance and to developing our brand awareness. I doubt we could have achieved the huge success we had with this campaign without EEC's contribution."

Glenn Manoff, VP Corporate Communications, Ebone

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