CreditInfo Romania – How to generate over 50 articles in 24 hours in publications across the country

Services offered: strategic communication, PR, media promotion

The “Strongest in Romania – It certifies your economic strength” campaign has enjoyed huge media coverage. The first phase, held in November, generated more than 50 articles in central, regional, and local publications. In total, we recorded more than 120 TV, online, and print appearances in about four months, with an installment card of more than €200,000.

The strategy has been to create stories of interest to journalists and the public, taking the information provided by the client and turning it into news stories.

Before creating the campaign, we identified:

COMMUNICATION OBJECTIVES

1. STRATEGIC OBJECTIVE

As a strategic objective, we aimed to promote the values rewarded by Creditinfo Romania through the “Strongest in Romania” product: profitability and good reputation. We used Creditinfo data, which awards the “Strongest in Romania” certificate based on criteria verified in many European countries. We then focused on promoting information about the 4% of companies registered in Romania, which generate 92% of the Romanian economy’s profits.

2. MAIN OBJECTIVES

3. SECONDARY OBJECTIVES

TARGET AUDIENCE

We divided the target audience into two main segments: primary and secondary

1. MAIN TARGET AUDIENCE

Companies that:

2. SECONDARY TARGET AUDIENCE

Companies in the field:

TACTICS

Tailoring the message to the audience - each regional/local publication received first information about the business environment in the distribution area and secondly general, country-wide information
Presentation of success stories of "Strongest in Romania" certificate holders - how the certificate changed their outlook, market positioning, etc.
Email marketing campaign showing Creditinfo clients the massive media exposure that information about profitable companies in Romania enjoyed.
Constant communication of Creditinfo studies
(Synchronous) videos in which Aurimas Kacinskas, CEO of Creditinfo Romania, talks about the company's studies

ACTIONS

A. Analysis of the local media market for the target audience, choice of targeted media channels
B. Discussions with the client about the topics addressed, choosing the most important communication channels according to the proposed objectives
C. Analysis of data, and information received from the client
D. Transforming statistical data into news
E. Drafting, distribution of press releases, the pitch of press subjects
F. Follow up
G. Media appearances report

RESULTS, CONCLUSIONS

The start of the “Strongest in Romanian media” campaign generated, in 24 hours, more than 50 media appearances in Bucharest and all over the country. Beyond the impressive rate card (over 70.000 euros), we created a model, which we then replicated in campaigns over the next three months. In total, the “Strongest in Romanian media” campaign included 3 email marketing campaigns and generated over 120 media appearances worth over 200,000 euro rate card.

Your business can have an equally impressive rise if you know how and what to communicate. We’re here to guide you and give you the expertise you need for guaranteed growth.