Using IC to build reputation
Who are they?
TPI is the world's largest sourcing advisory firm and is committed to helping clients optimise their business operations through the best combination of insourcing, offshoring, shared services and outsourcing. With around 400 highly experienced advisors globally, TPI provides sought-after advice on all aspects of outsourcing and in-house resourcing.
What was the problem?
TPI's existing clients knew how good they were, but the company was keen to let others know and thereby grow its client base. Establishing a presence in the media seemed a good place to start, but it struggled initially to achieve good quality press coverage, due to its specialist service offering.
This was particularly frustrating for TPI since it produced an in-depth analysis of trends and developments in the global sourcing market every quarter. But without targeted publicity, this invaluable information was failing to reach the right people.
How did we help?
Marketforce recognised the value and relevance of The TPI Index as a means to attract the attention of the media and target clients. Working with TPI, we delve deep into the data to find headline issues, tapping into global concerns such as the true cost and savings of outsourcing, potential problem areas and the health of the sourcing market.
Not content to let things rest with the Index, we also undertake research and surveys for TPI, as well as helping to produce white papers to ensure a continuous media presence and provide TPI with material to use in its marketing projects. We focus heavily on a thought leadership approach to maximise the client's return on investment and increase TPI's profile amongst its target audience. We have covered everything from contract renegotiations, terminations, the triumphs of existing contracts and business sentiment towards outsourcing.
What does this mean?
People rightly want to know that the PR they pay for adds to the overall sales and marketing direction of their firm and is more than just a 'nice to have'. To this end, the 'science' of our business (the range and targeting of high-calibre readership), is essential.
For one TPI Index alone, we achieved over a dozen top-tier hits in publications such as the Financial Times, The Guardian, CIO Magazine, Computing, Accountancy Age and many more. This ensured we achieved a market reach of nearly eight million people for TPI's business and technical target audiences, across C-suite Executives, Financial and Marketing personnel. We also helped put TPI on the radar of key vertical industries and cultivated a media profile in Asia. This represented an important, emerging market for TPI - and was matched by coverage appearing in CIO Asia, The Economic Times and the Taipei Times.
