B2B: Comms firm Affiniti takes on telco rivals

Communications business Affiniti was created after the acquisition of Omnetica and Technica by Kingston Communications' business services division. The company wanted to show that its customer service outshone rivals such as BT.

Campaign Launch of Affiniti
Client Affiniti
PR team Kaizo
Timescale Sep 2005-Jan 2006
Budget £60,000

To rapidly launch the new brand and build consumer trust in it.

Strategy and Plan
Journalists and analysts who had an existing relationship with Omnetica and Kingston were offered one-to-one briefings with the new Affiniti management while the Kaizo team met customers and partners to create support among industry leaders.

A month later, Affiniti released an independent survey called ‘The Hidden Cost of Communications’ that illustrated what levels of service IT directors received and expected – with the findings endorsed by Affiniti’s customers. Kaizo also press-released new customer wins on a fortnightly basis to help publicise the company and provide exposure for its clients.

At the end of the year it then published The Convergence Barometer 2005, a study that examined the attitudes of senior-level decision makers towards the convergence of IT and communication platforms in their business. The resulting articles included a link to the Convergence Barometer 2005 microsite, where the report could be downloaded.

Lastly, Kaizo hooked up with newswires Silicon.com and WebIT to distribute the story even further over the internet and through email alerts.

Measurement and Evaluation
Articles appeared in magazines such as IT Week, Comms Dealer, Computer Weekly, Computing, Infoconomy and Computer Business Review.

The barometer was downloaded 800 times, while Affiniti received more than 600 new-business enquiries. In the six months following the campaign, Affiniti’s revenue has reached £160m. Kaizo used PR Audit to find Affiniti ranked third, behind BT Business and Dimension Data.

Heather McLean, deputy news editor at Comms Dealer, says: ‘The PR team talked me through the new business and encouraged me to arrange interviews.’

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