CAMPAIGNS: Corporate PR - Alodis launch uses FD and LLM backing

Client: Alodis



PR Team: Financial Dynamics Corporate and LLM Communications



Campaign: Launch of Alodis



Timescale: January - March



Budget: Undisclosed



Alodis, the first major independent service for self-employed

professionals (SEPs), has been created with substantial backing from

private investors to address the requirements and views of Britain's 1.6

million SEPs.



It is estimated that the number of SEPs, which contribute pounds 65bn

annually to the economy, will double by 2010. Alodis assessed SEPs'

needs, concluding that they deserve greater recognition.



Objectives



To launch Alodis, introducing it to SEPs and persuading them to register

as members. The target for the first month was 8,000 registrations. To

create awareness of Alodis among leading opinion formers.



Strategy and Plan



Financial Dynamics used research to highlight the issues surrounding

SEPs and Alodis' knowledge.



MORI was commissioned to survey the attitudes of 500 SEPs. The findings

were combined with Alodis' research to reveal that 75 per cent of SEPs

have had no government support, 69 per cent have had little or no help

from banks and that 62 per cent wanted a representative voice.



The campaign was planned to communicate the findings on 12 February,

Alodis' launch day. Specialist angles and case studies were targeted at

regional and professional sector media. Embargoed copies of the research

were distributed to and summarised for small business, personal finance

and lifestyle correspondents.



Bulletin International developed a broadcast strategy. It produced and

sold in a video news release of interviews with SEPs and Alodis head

Julia Hutchison. TV, radio and online media outlets were contacted using

the pre-recorded interviews.



Public affairs consultancy LLM Communications advised Alodis on contact

and positioning with political opinion forming groups. Copies of the

research were distributed to MPs, ministerial advisers and policy

bodies.



Alodis explained to the political community that two-thirds of small

businesses are actually sole traders (not employers), with special

circumstances which have - until now - largely been ignored.



Measurement and Evaluation



Coverage came from The Guardian, The Independent, The Times, and

Independent on Sunday. Broadcast coverage included Sky News and Radio 4.

As well as regional media coverage, the targeted market sectors were

reached, including articles in New Media Age, Personnel Today, Design

Week and Accountancy Age.



Stories conveyed Alodis' key messages and led to follow-up enquiries.

Features exploring the issues raised and profiling case studies are

planned.



The target of 8,000 registrations was achieved in the first week and

18,500 registered to Alodis in the first three weeks. There has also

been positive feedback from the political community, including the

minister responsible for small business affairs, Patricia Hewitt.



Results



The registration numbers highlight the campaign's success.



Financial Dynamics last week launched the Alodis magazine (PRWeek, 9

March). Work has also been undertaken around the Competition

Commission's report on small business banking and the Budget.



Further research is being developed with the Industrial Society.



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