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Dunstan Thomas

Preparing for A Day-1.jpgCRM guide-1.jpgDunstan_Thomas_logo web.jpg

CRM Launch into IFA, Life, Pensions and Investment Markets.

Client

Dunstan Thomas, the pensions administration software and consultancy firm.

The Brief

Dunstan Thomas tasked Agility PR with promoting its new Imago:CRM software tool to Independent Financial Advisers (IFAs) as well as life, pensions and investments businesses. Imago:CRM was based on Microsoft™ CRM:Server during the first quarter of 2004 and as such the marketing campaign was to be partially funded by Microsoft™.

Implementation

Agility PR recommended a strategy of generating relevant feedback on how target companies were building and maintaining their database of customers and what CRM technologies they were planning or already using. Results from more than one hundred respondents not only provided useful business intelligence for Dunstan Thomas but also went further to create an avenue for coverage.

Survey findings were publicised via a news story and an article written and placed into key pensions trade Professional Pensions. Agility PR went on to write and place a further four articles with leading IFA and pensions trades. Once this content was taking shape, Agility PR was able to go in alongside Dunstan Thomas to pitch and win additional budget from Microsoft to support a business guide to CRM. This guide contained all the articles already pre-published in key titles and was supported with illustrations and professional layout and design.

‘The CRM Journey’, as the A5-sized business guide was entitled, was launched via key IFA and pensions trade media and simultaneously used as the basis for an electronic direct mail shot with a link to Dunstan Thomas’ website to register for downloading an interactive PDF of the guide.

Results

A total of 10 pieces of news coverage and 5 published articles were created out of this campaign. Enough content was generated to create the business guide The CRM Journey’ which itself became the basis for a direct mail push to some 15,000 prospects. Out of this communication more than 100 sales leads were garnered. These leads generated more than 10 face-to-face sales meetings.