CAMPAIGNS: Lewis brings coverage for Touchpaper - Technology PR

Client: Touchpaper

PR Team: Lewis PR

Campaign: Media relations

Timescale: April - June

Budget: £5,000



Touchpaper, formerly royalblue technologies, is a helpdesk software

vendor quoted on the London Stock Exchange.



Objectives



To position Touchpaper as a regular feature in the top ten IT and trade

titles; to capitalise on existing brand loyalty and attract new

customers.



Strategy and Plan



Helpdesk technology is a niche market. Industry publications are limited

and coverage elsewhere is sparse.



Lewis PR needed to come up with a newsworthy angle that would hook

journalists while communicating Touchpaper's core values: understanding

customers' needs and providing technology to solve them.



Lewis attacked the problems that people within the industry face by

commissioning an independent report by ICM Research, yielding some

provocative results such as exposing call centres as the 'sweatshops' of

the industry.



By presenting human stories based on credible research, Lewis provided a

strong hook for journalists. Several news angles were reported, ranging

from high stress levels and physical demands to the pressures of dealing

with IT jargon.



Measurement and Evaluation



Lewis generated 33 pieces of coverage from the research initiative,

striking all of its media hit-list, including Financial Director,

Business and Technology, Computing and Computer Weekly, as well as

customer service press.



The audience reached was 1,129,822 from print media and 621,500 unique

users per month from online coverage.



Results



Lewis turned research into a branding opportunity. By humanising the

helpdesk industry it succeeded on two counts: in reaching a broader

audience such as the business press and positioning Touchpaper as the

straight-talking authority in the industry. The campaign has

re-established relations between Touchpaper and IT publications.



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