With a brief that covered brand reputation and corporate image, Hotwire devised a campaign strategy that would alter perceptions of the company radically and allow the management to resume command of its entire external positioning.
The campaign strategy had several elements. The first stage addressed the media misconceptions as identified in the research. A round of intensive strategic briefings with tier one media such as IT Week, Computer Weekly, FT, The Guardian and Management Today, set out to establish a correct and full understanding of Butler Group. Briefing topics included Butler Group’s strategy and areas of expertise so that the media would view the organisation as a valuable source of information, particularly when sourcing quotes.
The second stage involved working with several Butler Group analysts to identify hot issues and trends. This was to be a powerful component of the campaign using Hotwire’s proprietary tool, the Issues Factory, which allows companies to take an issues-based approach to PR. Compliance was a major issue among several identified. |
Campaigns 
