CAMPAIGNS: An intelligent repositioning for Romeike - Branding

Client: Romeike Media Intelligence

PR Team: BMB Reputation Managers

Campaign: Launch of Romeike Media Intelligence's new identity

Timescale: September-November 2000

Budget: Undisclosed

Romeike has been associated with monitoring press cuttings worldwide for nearly 150 years, and the company is the UK's largest media monitoring company.

In 1999, Romeike & Curtice was acquired by Swedish-based Observer AB, whose Observer Media Intelligence brand operates in nine European countries and is Europe's largest media intelligence company.



Objectives

To launch Romeike's fresh Identity under its new owners, particularly to existing clients and staff.

To position Romeike as a solutions provider and essential partner to clients wanting to use media intelligence to shape strategic planning.



Strategy and Plan

The ownership change necessitated a relaunch for Romeike in the UK.

Extensive market research was carried out, particularly among Romeike customers, which identified the need to reposition the company away from its image as a press clippings bureau. This confirmed that media monitoring has evolved into what the company calls 'media intelligence', incorporating media evaluation, research and in-depth analysis.

In developing a new identity, it was decided to keep the Romeike name because of the brand recognition that had built up in this over the years.

BMB Reputation Managers was appointed to handle an integrated marketing campaign.

A logo had already been created, but BMB wanted to give the company a new image that positioned it as slick and professional, and as the kind of company with which clients could form a partnership.

A range of new brochures was created to communicate the new image. The creative treatment included a series of icons to illustrate Romeike's key messages, such as a rope knot to convey partnership, and a stethoscope to represent analysis.

These icons were also used on posters which formed part of an internal communications campaign to staff. This included employee briefings, and an information pack containing promotional merchandise.

Romeike's website was given a makeover to reflect the new identity, and to make it more user-friendly, interactive and informative.

Two days before the official launch of the new identity a direct mail teaser was sent to Romeike's 7,500 customers.

Teaser advertising was placed in titles such as PRWeek and Marketing to coincide with the launch. An embargoed press release was sent out a week before the launch, targeted at the marketing, PR and business press, and nationals with a media section, such as The Guardian.

Romeike's new identity was officially unveiled on 19 October on the first day of the IPR conference, where the full range of brochures, posters and marketing material was available to give visitors a vivid impression of the new look company.



Measurement and Evaluation

BMB's media campaign is still ongoing and the agency is currently talking with some business and marketing titles to set up interviews and develop case studies.

Romeike reports that, through talking to its employees and customers, the new identity and positioning have been very well received.

BMB plans to work with Romeike early next spring to evaluate how perceptions about the company have changed among the target audience.



Results

Romeike believes it will take six months to be able to detect any real effect on the bottom line.

However, it has already noticed a significant increase in general interest in its media analysis service, and feels that people are waking up to the fact that it offers media analysis and evaluation as well as its traditional press cuttings service.





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