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.
Avilio wanted PR results that would help to build the brand’s reputation. Specifically, it wanted to ensure that when prospects put 'Avilio’ into 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.
Over the course of the three-month campaign, we achieved 28 pieces of coverage for Avilio. This included a mix of news coverage and thought leadership in titles such as HRMagazine, Raconteur and theHRDIRECTOR successfully hitting Avilio’s key audiences. In addition, we secured an in-depth interview for founder PhilippeMasson for FT Adviser’s Better Business page. The research also gave Avilio a huge amount of content to use across its website and social media channels.
“CRC are proactive and easy to work with. I never had to chase for an update and, as someone who was fairly new to how PR operates, this was reassuring.”
- Philippe Masson, CEO, Avilio
