Inclarity| Issues based campaign

Rainier PR client Inclarity provides hosted IP telephony solutions to small and medium sized enterprises all over the UK. The company has recently undergone an overhaul of its management team with a new CEO on board – a well respected figure in telecoms, Adrian Hughes, who was previously with industry giant Avaya. Making several new appointments and restructuring its entire management team and internal sales and marketing departments, to focus on its hosted telephony / Voice over IP solutions, Inclarity has set itself up for a bright future, having already experienced a 150 per cent growth in sales thus far in 2007 (as of July).

The campaign
Having looked after Inclarity’s PR for nearly two years since August 2005, Rainier PR was put to task during this critical period of restructuring. The team was required to realign a PR campaign with strategies that would meet Inclarity’s new needs, in particular, creating messaging that would resonate with an audience of SMEs in regions spanning from the Southeast, to Cornwall, all the way up to the North of England. Inclarity’s solutions offer great benefits to businesses in vertical markets spanning from small shops and retailers, to legal firms, to all types of business services.

One of the main messages the PR programme needed to communicate was flexible and remote working. Inclarity’s solution enables companies to offer flexible working packages to their employees because phone lines can be transferred to anywhere in the world, enabling employees to work from anywhere and still appear to be in the office. The other key message to stress with this audience is cost cutting – by using IP-based technology, the hosted telephony system enables companies to make major savings on phone bills.

Rainier PR put its vast experience in managing PR programmes to test by designing a unique photo-based campaign for Inclarity targeting regional press as well as vertical trade publications knowing that this is the best channel to access SME business leaders across the country. Rainier PR devised a photo programme that would grasp the attention of business, trade and telecoms editors. The challenge is in making photos of companies using their phones look interesting.

In addition to the photo-based business campaign, Rainier PR supplemented this with a strong channel and trade focused news campaign to raise general awareness of Inclarity’s new focus in its target market.

The results
Rainier PR has delivered more than 80 clips to Inclarity in the past seven months since the restructuring began. Coverage has appeared in publications including: The Times, Financial Director, Comms Business, Total Telecom and Computing. The appointment of new management received a great deal of attention in the news press, and features were a huge success generating more than 20 per cent of Inclarity’s overall coverage in Q2 alone.