Experian B2B Marketing Division Case Study

“Nellie PR is very proactive and has excellent contacts across the business and marketing press.”

“Talented and fun to work with, Nellie PR really knows its stuff and is able to quickly turnaround well-written and interesting stories that secure excellent press coverage for us in the marketing press.”

“Nellie PR really understands our business and delivers great copy on a wide range of subjects and issues from data modelling and analytics to digital marketing and everything in between.” – Nick Frazer, Director of Experian’s B2B Marketing division,

Headline Results

  • In-depth coverage secured across the hit list of media, including Brand Republic (now Campaign), Data Strategy and Marketing Week
  • Experian shortlisted as best B2B brand in B2B Marketing Magazine
  • Nick Frazer, Director of Experian’s B2B Marketing business named as number 17 in Marketing Direct’s Top 100 – securing the highest place position of any of the B2B marketing spokespeople and data players
  • Experian and its spokespeople portrayed in the media as industry experts in B2B marketing

The challenge

  • Position Experian as a more value-added player and leading industry expert in the B2B marketing industry.
  • Enhance and reposition their profile in the marketing trade media.

What we did

  • An intensive programme of media relations activity to raise the profile of Experian’s B2B marketing spokespeople and the company’s offering – interviews secured and comment provided   
  • A series of by-lined pieces and columns produced and placed in the leading B2B marketing titles to illustrate thought leadership
  • Spokesperson roles and areas of expertise identified.  Spokespeople were provided with one-to-one support to brief them ahead of all interviews to ensure that they stayed on message and focused on the value-added offering
  • The building and cultivation of strong relationships with the marketing media
  • Developed a crisis management plan, putting in place statements and Q&As to effectively manage the communication and any leakage.
  • Feature programme – Nellie PR identified and targeted appropriate feature opportunities with comment and interviews.  A features calendar was maintained on an ongoing basis
  • Press releases –drafting, obtaining approval and the issuing of press releases to highlight Experian’s strengths in the value-added space
  • Series of in-depth articles provided to key media, including the drafting of a book chapter for publication by B2B Marketing Magazine – featuring leading B2B marketing experts
  • The drafting and issuing of new business win releases and case studies.
  • The redrafting of wider Experian releases for the marketing media audience
  • The provision of research recommendations to extend the reach of the campaign

The Results

  • Over 29 separate articles secured in the key target media
  • Over 60 separate activities, media relations activity, including interviews and comment provided   
  • There was a notable change in the requests for comment– focusing on the value-added offering and issues. Increase in journalist requests for Experian to provide regular column, hints and tips and expert articles.
  • Nick Frazer, Director of Experian’s B2B Marketing business named as number 17 in Marketing Direct’s Top 100 – securing the highest place position of any of the B2B marketing spokespeople and data players  
  • Stronger relationships built with high-priority journalists and key freelancers
  • In-depth coverage secured across the hit list of media, including B2B Marketing Magazine, Marketing, Brand Republic, Mad, Data Strategy, Database Marketing and Marketing Week
  • Experian shortlisted as best B2B brand in B2B Marketing Magazine
  • Nick Frazer secured as an expert on the B2B Hub and via the Association of Business-to-Business Agencies (ABBA)

The credits:

Client: Experian

Agency: Nellie PR

Campaign: B2B Marketing Division 

Timeline: April to September 2007

Services: Public relations, media relations, newsworthy content, online PRsocial media