Taurus beats PR KPIs for CEO Magazine's Executive of the Year Awards
Taurus chosen for PR skills and entrepreneur network
After underwhelming results employing a freelance publicist to promote their yearly awards night, The CEO Magazine decided it was time to employ an established PR agency to take their 2017 Executive Of The Year awards to a new level of brand awareness.
Taurus is more than a PR agency and offered strategy and process
Chris Dutton, founder of The CEO Magazine, approached Taurus to promote their prestigious annual award event and raise the bar on PR. He also wanted to tap into the Taurus network of contacts.
Taurus kicked off with a Taurus Bullseye™ session, bringing together stakeholders, events companies and sales teams to brainstorm a strategy. The session ideated tactics to achieve increased reach through introductions, PR and lead generation. These activities propelled the client and agency relationship well beyond the traditional PR agency role.
Taurus creates strategy with the Taurus Bullseye™
The Taurus team analysed the task and previous results and decided it was best tackled in a three phase strategy.
Three-Phase Strategic Approach
Phase One – Pre Awards: This would involve Taurus defining the story, key messages and warming the media. To do this, the Taurus team reached out to key media in the lead up to the event to ensure understanding and front-of-mind consideration around the awards.
Phase Two – The night of the Awards: Taurus had developed an invitation list of key media to invite to the awards. A key difference to previous years, Taurus identified and approached industry verticals and mainline dailies, expanding the event’s reach across different publications and widening its target audience.
Phase Three – Post-Awards: After the winners were announced, it was all hands on deck in the Taurus office ensuring that every relevant publication in Australia heard about the winners and was briefed, ready to interview their industry-respective winners.
This resulted in the award winners securing interviews with television, radio, print and online publications, including The Australian, The Daily Telegraph and Probono Australia.
Results speak for themselves – 60% more coverage and a reach of 9 million
In comparison to previous years, Taurus boosted the coverage achieved by 45 pieces, 60% more than the previous year.
Taurus was able to effectively diversify the reach of the media to hit 20 unique verticals, with most covering the awards for the first time. Ultimately, nearly 9 million people were exposed to the Executive of the Year Awards, a significant achievement.
Communication is key
Taurus knows the intensity of event planning well, especially on the large scale of The Executive of the Year Awards. The Taurus team assisted on all areas of the event planning process to ensure it was a success.
Value adds: Taurus taps on the database
Taurus also provided The CEO Magazine with introductions to a known network of entrepreneurs and leaders in innovation, banking and finance, entrepreneurs, speakers and government.
“After considering numerous PR and Marketing agencies that excel in the business and executive space, one stood out from the crowd. The Taurus Team. After talking to Sharon and the team, it was evident that we had made the right decision by commissioning Taurus to undertake the scope of work. The Team provided a strategic vision and direction followed by sharp execution, which delivered results that exceeded our expectations.”
– Daniel Di Loreto, Managing Director, CEO Magazine
What Taurus did for CEO Magazine
- Taurus Bullseye™ strategy development
- Event management
- Media and event audit
- Public relations and media relations
- Set three phase PR strategy
- Defining media messaging and positioning
- Developing media networks
- National press coverage
- Share of voice reporting
- Strategic introductions
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