Avilio

Avilio is a productivity and performance coach, helping professionals change their behaviour and better manage their work-life balance. Avilio’s founder, Philippe Masson, needed PR to raise his profile along with that of the Avilio brand. The goal was, by creating insightful content and generating media coverage he could then share on his LinkedIn, to ultimately boost his and the brand’s credibility, generating greater trust with his key audiences – C-Suite professionals and HR executives.

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Avilio is particularly focused on helping middle managers who have dual pressures of taking on more responsibility at work while navigating significant personal milestones such as marriage, buying a first home or having children. Avilio’s aim is to help these managers to improve their productivity and engagement and, in doing so, reduce their stress levels.

Avilio wanted PR results that would help to build the brand’s reputation. Specifically, it wanted to ensure that when prospects put 'Avilio’ in an online search, they would see a raft of coverage and articles showcasing the business' expertise. As a consultancy, rather than talking about itself, Avilio needed PR that would showcase its knowledge and unique views on how to improve productivity and performance.

To focus on Avilio’s expertise and squeeze as much value out of the project as possible, CRC designed and executed a quantitative research survey of UK business managers, quizzing them about topical issues such as wellbeing, parent guilt and burnout. Managers were asked about their stress levels, the causes of stress and how well they feel their employer supports them. This ensured the survey touched on numerous topics, giving CRC lots of data with which to create compelling campaigns.

CRC devised a PR and content plan for how to use the data to deliver maximum impact. For instance, the findings of the survey were showcased in a report on the Avilio website, which was then used a lead generation tool. Meanwhile, three press releases presented key findings on the most interesting themes – for instance, the prevalence of parent guilt and stress-related absence from work. This activity was supported by thought leadership articles, placed in the HR and B2B trade press, which enabled us to explore the root causes of stress and burnout, as well as practical tips for businesses, in more detail.