Case study - Softec
Study on the future of banking channels, Mar-May 2012
Pavel Šafránek: External PR Consultant
Challenge
Softec is a major IT group operating in the Central European market, where it implements projects for leading companies in various sectors. Although it has been on it since the 1990s, until the beginning of 2012, it communicated in the Czech Republic and Slovakia only with selected professional media. Few of us at the time knew they were among the best Slovak IT companies, had a number of experts and media attractive topics such as smartphone banking, e-healthcare or mGovernment. Due to the gradual growth and development of the market, they decided to cooperate with an external PR consultant. The aim was to raise the group's profile in both major markets, especially through the business media, which are also monitored by users of their solutions. Emphasis was placed on a long-term comm strategy that would use appropriate tools to bring the market closer to the company's philosophy, key people, business topics and current IT trends. The first step that started the intensified media coverage of the group was a study on the future of banking distribution channels.
Insight
The group entrusted the media presentation of this study to an external PR consultant whose task was to approach all key media on both markets with the objective of increasing awareness of the company’s existence and the topics it covers, and thus to connect the Softec brand with the given subject matter. This meant, among others, preparing a press release with high information value, presenting it to key journalists in both countries, and offering them the possibility to obtain additional information in the form of an interview, commentary or article. The identified opportunities were finally directed to two main media faces associated with the study, one in the Czech Republic and one in Slovakia.
Result
The study caught the interest of a number of media outlets (e.g. Czech TV, Czech News Agency, Hospodářské noviny daily, or Bankovnictví monthly). In total, it drew more than 30 media hits. The press release itself generated about 20 quotations, and we subsequently received another 11. Interest in long-term cooperation was expressed by, for example, the Slovak magazines Trend and Infoware. Having successfully established cooperation with key journalists, the group today is also approached by the media regarding other topics (e.g. mobile applications, mobile payments, employee development, new projects and trends). As a result of more intensive communication in the media, Softec’s brand awareness increased in both markets. The group has itself confirmed that, due to the new PR strategy, it is today better able to approach clients and job applicants and thus to build a brand which people can associate with specific activities and individuals.
