PERCEPTION & REPUTATION MANAGEMENT

CASE STUDIES

Communicating for Results

About FULCRUM PR Our EDGE

FULCRUM is the PR (Perception & Reputation) servicearm of DIGIQOM SOLUTIONS.

DIGIQOM SOLUTIONS is India first brand 2.Ωcommunications Consultancy; head quartered in NewDelhi with network partners in India across Europe,Middle East, USA and West Africa.

Serving leading global brands such asBlackBerry, Apollo Tyres, NIIT, Vodafone, Coca Cola,Reliance, Artemis Healthcare. Industry associations such as TIE, Indian Angel Network,Indian Venture Capitalist Association, amongst manyothers.

• We RESEARCH your target audience • We ANALYSE the media• We TRACK your perception in the media • We CRAFT your message• We TRAIN Executives to interact with media• We MARK your communication TOUCH POINTS• We use a PRECISION GUIDED APPROACH to

disseminate information• We COMMUNICATE to your target• We EVALUATE for effectiveness each time

Enhancing BLACKBERRY’S BRAND APPEAL in Enterprise and Lifestyle segments

Situation • Low sales • Sole service carrier – Airtel• Perception – CEO’s Device

Creativity & Solution• Consumer experience led –PR • Shift from enterprise to LIFESTYLE DEVICE• Demystified complex technology into lifestyle

“Must Have”

Results High sales within a month of the start of PR campaignWITHOUT any Advertising support

• Brand BlackBerry gets media coverage equivalent of more than USD 25 Million in one calendar year

• And More than USD 50 Million in terms of TV airtime

CASE STUDIES

Situation

• Under communicated brand • One of India’s fastest growing companies globally • Objective to achieve the leadership positioning

SolutionShift focus away from the auto industry into the larger

sphere of corporate governance!

• Tennis Mission 2018• Event led communication• Managed media on key lobbying issues• Advised industry association- ATMA on managing

the negative impact of tyre price hike• Strategic relationship management with

government regulators • Positioned CSR at the FICCI SEDF CSR Award jury.

Results

Positioning achieved Driving India to the World – Apollo Tyres

Highest Brand voice in the market consistently

Apollo tyres received the highest share in Brand Voicein the market

CASE STUDIES

360-Degree Brand Management for APOLLO TYRES, India’s largest tyre brand

Situation • Clovis Solutions, a Silicon Valley based, open source

telecom software firm, needed to launch its open source platform, OPEN CLOVIS, in Chicago, USA

Creativity & Solution• FULCRUM PR activated the trade & technology

media in the USA.• Effective story pitches and in-depth research led to

OPEN CLOVIS getting extensive coverage in the crowded GlobalComm event- on day of launch.

Results The announcement has got excellent coverage with 2

firsts for OpenClovis. 1. OpenClovis – was covered on the home page of Red

Herring – a first for a non-financial press release without any numbers mentioned in the body copy

v

2. OpenClovis- was Pick of the Week on CIOL.com- India’s premier developer portal- part of the DataQuest Group Special mention-

Deccan Herald- the most read mainline newspaper among the target group in Bangalore covered the

announcement prominently

CASE STUDIES

Launch PR for OPEN CLOVIS in USA, Out of India

Situation • Artemis Healthcare , a world class medical research

institute in Gurgaon, India, needed to recruit doctors from the UK and USA.

• The need for Global doctors was to address the booming medical tourism industry in India

Creativity & Solution• We carefully reconstructed the message and took it

to the appropriate medium, such as websites and journals that doctors subscribe to e.g. UK medical council, Journal of American Medicine.

• Innovative e-advertising and messaging campaign created

• Besides ‘e – advertizing’, DIGIQOM created voice mail Ads that doctors would receive directly on their voice message boxes.

Results

• Increased number of queries within 2 weeks of the campaign.

• Successful hires

CASE STUDIES

Creating Global footprint for recruitment at ARTEMIS HEALTHCARE in India

Situation • The Ministry of Culture wanted to showcase Indian

cultural heritage to India’s youth via events organized by IGNCA (Indira Gandhi National Center for Art)

• IGNCA wanted to “RE- POSITION” itself from being a government repository of Art & Culture to a PROMOTER OF INDIAN ART & CULTURE

• IGNCA conceived ‘ Aqeedat ke Rang’ to create awareness on the various elements of the Hind – Islamic culture.

Creativity & Solution

YOUTH CONNECT! Target audience of the event- age of 18 -35.

Keeping in mind the target audience,• Communities on Orkut, Facebook and social

networking sites• Blogs were created• Email campaigns

“Experience the Romance of the Islam

that is Adapted by India mixed with her own unique Culture.”

Results

Unique Positioning for the event Over 2000 attendees each day

Extensive media buzzRecognition for the creative collaterals by DIGIQOM

CASE STUDIES

Connecting to youth via social media for IGNCA

CASE STUDIES

Situation • Indian Angel Network (IAN) is India’s first national

network for Angel investors.• IAN wanted to keep the tempo going as the hub of

innovation and entrepreneurship even in a downturn.

Solution

• Advocacy –led PR• Supporting Innovation led PR via The Economic

Times – Power of Ideas Campaign• Content- driven strategy • Regional focus Results

Over 11,000 business plans submitted with 3 week campaign period, IAN has closed 2X deals in the

first 3 months, compared to last 1 year.

Advocating Entrepreneurship in a Downturn- Power of Ideas PR

CASE STUDIES

Advocating Global standards among Indian PE/ VC professionals

Situation • IVCA ( Indian venture capital and private equity

association) is India’s apex body for the VC/ PE industry.

• IVCA along with EVCA has been conducting workshops called the ‘Master Class’ to advise VC professionals on Industry bench marks and best practices.

• In a down year, VC’s did not want to invest their time and money in training

Creativity & SolutionFULCRUM PR used a precision guided approach to create

the desired impact on the media resulting in greater industry interest.

Detailed media briefings with specialist media in the domain of investing, venture capital, govt. guidelines and regulations.

• The master class was followed by discussion forums with the media to discuss the various issues India faces in VC guidelines and regulations.

ResultEstablished IVCA and EVCA as thought leaders spearheading the cause of self regulation withinthe VC/PE industry.

CASE STUDIES

Online image makeover and crisis communications- for global leaders

Situation • A Global Top Four management firm needed its

reputation protected online against criticism of its senior leadership in India

• FULCRUM was engaged to “make over” search results on specific topics and persons, without involving internal web and corp. comm teams in India and globally.

• Additionally, manage negative impact on blogosphere post Mumbai 26/11 and Satyam crisis

Solution Content optimization via web2.0 tools • We re-positioned all negative coverage on the web

on firm or its management, operations or employees.

• We managed to attract and create content on the web that enhanced the perception of the firm as a global leader in finance & Business advisory.

Results

• Online image makeover successful• All Negative coverage back tracked

• Content sharing via reliable online tools to enhance the leadership of the firm as ‘THOUGHT LEADERS’

• Updated news on the management and the firm

CASE STUDIES

HOW YOU CAN GAIN

• Gain leverage from our extensive experience in cutting- edge PR and media communications expertise

• Now pre-packaged in 3 affordable and effective service levels

• Bringing You and your company the entire range of media and communication options

• Including corporate blogging• Online Reputation management• Media endorsements• Global Networks

User Generated

OnlineNews Media

NewswiresSocial

Networking Sites

SEO

RSS and XML

Tagging

E-Marketing

TO KNOW MORE:

Call us @

9818450157Or

011 40581538

Write to us info@digiqom.com