SERVICES
Strategic messaging
SEO-optimised content
Media relations
Podcasting
THE OPPORTUNITY
Proactive International PR was tasked with strategizing a full PR and marketing campaign for the launch of the FTTH Council’s Copper Switch-Off Tracker, launched at its Policy and Regulation event in Brussels. Positioning the FTTH Council Europe’s Copper Switch-Off Tracker for maximum impact SERVICES Strategic messaging SEO-optimised content Media relations Podcasting We were given two goals: increase attendance at the Policy and Regulation event and gain optimal coverage of the Tracker launch. The report, produced by Cullen International, provided a comprehensive breakdown of the progress that 27 EU member states (and the United Kingdom) have made in switching off their legacy copper-networks.
THE STRATEGY
The first step was to tease the launch of the Tracker and bump up attendance at the Policy and Regulation event. This was targeted at Brussels-based media – key targets of the FTTH Council Europe - who received an embargoed press release, as well as a full report and one-pager summary. Soon after the Tracker’s launch at the event, Proactive PR sent personalised pitches to wider journalists across Europe, targeting pitches to focus on their nation’s position in the Tracker. By including a competitive element in pitching, its launch sparked widespread interest across the continent, and beyond. The second round of pitching efforts pivoted slightly, still focusing on the launch of the tracker, but instead including a focus on the Tracker’s dedicated focus at the upcoming FTTH Conference, creating wider anticipation for not only the Copper Switch-Off Tracker, but so too the event.
THE IMPACT
Attendance at the Policy and Regulation increased following the distribution of media invitations. Press release pitching resulted in 64 pieces of coverage from 17 countries, spanning industry, national, and financial publications. This spread of coverage helped the FTTH Council Europe achieve its primary goals, positioning the Copper Switch-Off Tracker to its target audience through traditional and digital media. The Council reinforced its existing presence as the leading body for progressing sustainable and modern networking policy, as well as expanding into perhaps unchartered territory, with national publications in Austria, Poland and Hungary covering the news. This helped establish new journalist relationships, potentially bringing further coverage of FTTH Council Europe news in the future. Feature article opportunities, interview and briefing requests, media partnership enquiries, increased event interest, and even a Connected Communications podcast episode all also contributed to an extremely effective PR and marketing campaign.
“The Copper Switch-Off Tracker has been in the pipeline for a long-time here at the FTTH Council Europe. When the time came to eventually launching the Tracker, we were really impressed with Proactive PR’s initiative in aligning a clear strategy with our key messaging goals and aims. From start to finish, the campaign was a huge success, and this will only help fortify our position in Europe’s key policy dialogues going forward.” Michele Nardi Marketing and Communications Manager at FTTH Council Europe
