Building a PR Plan through Collaboration, Creativity and Consistency
Largemouth Helps Cenduit Raise its Voice in the Media
Challenge
Before 2015, few reporters and editors in the medical or biotech space were covering Cenduit despite its extensive clinical trial experience. Sure, they were familiar with the company’s founders – Quintiles and Thermo Fisher Scientific – but weren’t up to speed on Cenduit’s growth as a leading provider of interactive response technology (IRT) solutions to more than 32,000 clinical trial sites in 100 countries around the world. Turns out Cenduit was the best-kept secret surrounding clinical trials, but the company just hadn’t shared the news with media. To help Cenduit raise its voice and go beyond its current position as an IRT specialist, Largemouth developed a PR program from the ground up to establish industry leadership – expanding awareness for company initiatives, creating new content pipelines and ultimately fostering business growth.
Ideas
Collaboration and consistency are two crucial elements when it comes to building a new PR strategy. Through strategic integration with the Cenduit leadership and cross-functional communications teams, Largemouth created an aggressive media relations program to identify news platforms that validated Cenduit, its specialty and experience as an IRT expert, in addition to its differentiation among competitors. Developing and delivering key messages targeted for Cenduit’s core target audiences, Largemouth drove increased awareness for Cenduit’s services while also enhancing brand presence through traditional media (i.e. trade publications, local and national newspapers and business publications), online and social media. As an extension of its robust program, Largemouth also worked to amplify PR efforts for Cenduit at major industry tradeshows, along with researching and promoting a variety of industry-related, local and regional award opportunities.
Impact
By implementing PR programming that strategically aligned with business objectives, Largemouth enabled Cenduit to create and capitalize on a variety of relevant news items to enhance reach and frequency of message delivery. Synergizing company and marketing team opportunities with Cenduit’s news platforms and social media channels, Cenduit’s new PR program surpassed a number of major milestones through the first half of its implementation – including generating more than 8.5 million media impressions, $100,000+ in ad equivalency and growing the company’s social media following by more than 20 percent over six months through its evolving PR program.
8.5 MILLION MEDIA IMPRESSIONS
MORE THAN $100,000 IN AD VALUE
GREW SOCIAL MEDIA FOLLOWERS BY MORE THAN 20%
SEE HOW FAR WE WENTPROJECT REACH
TESTIMONIALSWHAT PEOPLE ARE SAYING
Rebecca Galloway, Marketing Manager | Cenduit
Largemouth has played a pivotal role in boosting Cenduit’s awareness in the local and trade media. In addition, they always go above and beyond their call of duty and anticipate our needs before we even have to ask for their help.