Taurus successfully drives brand awareness for Noggin with Taurus Government©
Noggin provides integrated safety and security software helping communities and organisations manage any disruption big or small
World Leading Crisis Management Platform
The company is a world leading integrated platform for crisis and emergency management, work safety, business continuity and operational security with offices across North America, Europe and Australia.
Taurus sets PR strategy to build Noggin capability to handle safety planning
The Challenge
When Taurus took on Noggin as a client, the main objective was to provide Governments and Corporations with a wake-up call to take safety and security management seriously. As an industry leader in their field, Noggin wanted their voice to be heard at a time when crisis after crisis, whether it be COVID-19, or the conflict between Ukraine and Russia, demanded that informed decisions should be made to respond effectively to any incident, large or small.
Telling the Noggin story and convincing powerbrokers to listen was the challenge Taurus readily accepted; knowing if disruption can be managed smarter, communities, governments and Corporations will become more resilient.
Noggin suggested a toe in the water project first up to see if Taurus could make a difference in reaching out to different audiences – the decision-makers in Government and in Corporations.
“Taurus have run multiple projects and been able to flag our company’s outstanding credentials in many of the right media circles including Government News, GovTech Review, IT Brief and more”
– James Boddam-Whetham, CEO, Noggin
The challenge of promoting a conference in lockdown
Virtual Conference Success
Noggin’s one-day virtual conference in December 2021 was a risk but went ahead. The event was so successful, it enabled hundreds of Noggin users to learn about the latest product updates, share customer success stories, network and connect with industry peers and other users as well as access free training.
The theme “The next phase of Critical Event Management for the new business reality” was appropriate, considering today’s world. Taurus was able to secure important coverage in business, retail, health and human resources media outlets.
Taurus also highlighted the fact that Noggin was referenced by independent research and advisory firm, Verdantix, in its Buyer’s Guide; Safety Management Software (2021) report.
Building the case for timely disaster and crisis preparedness in election year
Electoral Focus Strategy
With 2022 being a federal election year, Noggin was keen to remind politicians that a crisis won’t wait for anyone particularly at a time when conventions on the capabilities in place for decision makers during elections. It was a timely reminder that Governments need to have their house in order even though they might be pre-occupied with trying to be re-elected.
Mistakes have been made – now is the time to better prepare for a future crisis
It was the Prime Minister, Scott Morrison, speaking at a National Press Club lunch, who admitted mistakes were made and expressed regret over the Government’s COVID-19 response. It begs the question; will Governments and Corporations be in the best possible position to handle the next crisis when it comes along?
When more people know about Noggin’s safety and security technology, better outcomes are more likely to occur. Taurus is committed to making Noggin a “household name” in Government and Corporation circles.
Media responds in a positive way to Noggin's Safety Management technology
Expert Positioning Success
The media were particularly interested in how Noggin was different to its competitors. Noggin spokespeople, including CEO James Boddam-Whetham, quickly established credentials as a leader who knew what they were talking about. The media were invited to understand that safety management software, despite its maturity, is undergoing a wave of innovation, spurred on by the global pandemic and technology developments.
Noggin is now established as a market leader in safety and security technology with its next generation cloud-based software platform.
The campaign highlighted that there are a whole raft of safeguards needed to be in place across areas such as incident management, risk management, audits and inspections, safety program management, and/or safety-related training and development.
“In 2022, the focus shifted to targeting Canberra and Western Australia, with an emphasis on raising Noggin’s brand awareness in these regions”
– James Boddam-Whetham, CEO, Noggin
What Taurus did for Noggin
- PR Strategy
- Defined media messaging and positioning
- PR and Media Relations campaigns
- TaurusProfile™
- TaurusGovernment©
- Ideated and wrote Media Releases
- Set and managed media interviews
- Built brand awareness and recall with key media
- Strategic counsel
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