The French and International Association of Animal Protection (AFIPA) was founded in 2001 to protect and defend the welfare of animals. It is made up of volunteers who dedicate their professional skills, spare time and passion to fighting for animal rights.
Wellcom recommends
• Lobbying lawmakers to prohibit the production and the sale of dog and cat fur.
• Increasing membership to raise authority and credibility among the general public.
• Raise awareness of the fur marketing cause among the general public.
• Strengthen AFIPA’s image to position it as an animal protection charity that cannot be ignored.
Wellcom develops
• A multi-channel advertising campaign (TV and press).
• Relations with the governmental authorities.
• Structure of press communications.
• Results: inter-ministerial decree published in 2006 prohibiting the trade of cat and dog fur in France.
Under a mandate from the CIADT (Inter-ministerial Committee for the Regional Development) based in Limoges, the CDC provides financial backing to public-interest ICT projects, which enables the former to support the infrastructure and service projects of local authorities.
The CDC’s approach has 3 main goals:
• Support the infrastructure projects local and regional authorities
• Help authorities increase the level of Internet access in their communities
• Develop and provide special tools for authorities to simplify the use of new technologies (Service-Public Local).
The CDC-DNTIC is involved upstream (choice of access technologies, unbundling of services, fibre) and at a political level (local authorities, Senate, etc)
Wellcom recommends:
The main objectives were to introduce and present the CDC-DNTIC’s activities in new technologies:
• High-speed infrastructure development
• Service-Public Local platform development
High-speed infrastructure development:
• Organisation of a seminar at the Senate.
• Press invitations, press release and a summary note presenting CDC’s activity in this domain.
• Press conference on this topic that coincided with legislative work on the new law governing public service decentralisation.
• Press support for the seminar organised by the CDC in partnership with the Senate on this topic.
• One-on-one meetings to discuss the issue of providing pervasive high-speed Internet access for all.
Service-Public Local
• Press invitation and press release.
• Press conference about the Service-Public Local presentation.
• Press support for the Service-Public Local launch.
• Press appointments about Service-Public Local and the e-public services in France.
Founded in 1964, the DFCG (National Association of Financial Managers and Auditors) has more than 2,500 members, who operate in a wide range of financial sectors. Its objective: Support the improvement of professional skills through experience sharing.
Wellcom recommends:
Events communication
• 2-day Progiforum held in 2002 at La Défense, with 4 DFCG conferences.
• Creating a new event called FINANCIUM, a symposium for financial managers held in December 2002.
Weekly communication: “Club Thursday” dinner-discussions and morning-discussions
Announcing “Thursday Club” with PR targeted by topic.
Simultaneous press actions
• Launches of DCFG Web site
• Press releases
• Regular interviews
• Monitoring of interesting articles and tradeshows
• Seek new coverage opportunities through network of connections among editors
Fujitsu Software Technology Corporation (Fujitsu Softek) provides storage management software that is cross-vendor and cross-platform. This enables Global 5000 companies to ensure the high availability of their strategic data by optimising their data storage resources.
Founded in April 2001 as an independent company, Fujitsu Softek is backed by the financial strength of Fujitsu Limited. The company benefits from the storage software’s expertise of Amdahl and Fujitsu, as well as the customer service performance of its ex-parent company, Amdahl Corporation.
Wellcom recommends:
• Promoting Storage Manager and Storage Provisioner software.
• Regularly presenting new Softek software.
Wellcom develops:
• Two media days for the launch of Storage Manager and Storage Provisioner.
• Monitoring media outlets to identify special reports in which Softek could appear.
• 5 products press releases and one corporate press release introducing the new distribution network manager.
• 1 Expert Opinion article written for and sent to selected journalists.
• 14 individual appointments covering Softek’s positioning and software.
• 1 press trip with selected journalists.
Le Monde interactif, a jointly owned subsidiary of Le Monde (SAS) and the Lagardère group, publishes www.lemonde.fr. Updated 24/7 and structured around several daily edition, it a complete online newspaper. It offers visitors fresh information on demand. Lemonde.fr began offering a paid subscription service in April 2002.
Wellcom recommends:
• Promoting the products and services of Le Monde interactif and in particular the subscriber edition.
• Positioning it among executives as the leading voice in media and new technologies.
Wellcom develops:
• Press relations campaign for the launch of the subscriber edition.
• Responsibility for press relations for all Lemonde.fr product and content. Also responsible for the European launch of the OPA (Online Publishers Association).
• Press releases.
• One-on-one interviews.
The Paris Air Show (or le Salon du Bourget) is held in June. It is a showcase for the different activities of the Aeronautics and Space industries. In 2000 it attracted 2,000 exhibitors (70% from overseas), over 121,000 industry professionals, 185,000 members of the general public, and over 4,000 journalists. It is a major international gathering.
In 2003, the SIAE wanted to strengthen the show’s position as a leader and its base of exhibitors while attracting new ones. It decided to reorganise its language, services and marketing.
To reflect its newfound energy and the show’s international dimension, it adopted a new name for the event : PARIS AIR SHOW le Bourget
Wellcom recommends:
• Communicating about new products for the 2003 edition.
• Providing international media coverage.
• Communications towards exhibitors, professional and the general public.
• Obtain visibility for the objectives achieved.
Wellcom develops:
• Press release to announce the Paris Air Show le Bourget - November/December 2002.
• Press release schedule - January / February 2003.
• Press kit - March 2003.
• Launch press conferences - March 2003
o March 4th 2003: Paris (62 journalists).
o March 18th 2003: London (12 journalists).
o March 25th 2003: Berlin (13 journalists).
• Press appointments before the show.
• Press support for exhibitors who asked for it.
• Promote the French SMB pavilion: pro-active response to currents affairs: Deny US boycott of the show.
• Help implement media partnerships.
• Distribute information about the show’s activities and follow up in 48 countries.
Founded in 1980, Quantum Corporation is a global leader in data protection. It provides solutions and storage services (tape drives and DLTtape™ technology, a reference for the backup) for enterprises. The company has developed a disk backup solution that operates like tape backup for optimised data protection. In fiscal year 2002, Quantum had turnover of roughly 1.1 billion USD.
Wellcom recommends:
• Promote Quantum products and expertise.
• Position the new management strategy.
• Leverage the value of Quantum’s expertise in the storage market
Wellcom develops:
• Press days with individual presentations of new products and new technologies.
• Monitoring media outlets to identify special reports in which Quantum experts could appear and present the company’s offering.
• Proactive relations with IT press to promote Quantum’s expertise among journalists.
• Distribution of press releases.
• Product loads for selected press.
• Individual appointments.
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Created in 1996, AOL France is a subsidiary of AOL Time Warner, the world’s leading media company. It manages complementary brands: AOL subscribers, the aol.fr portal, AIM instant messaging and e-commerce, not to mention the netscape.fr and CompuServe portals.
AOL France has a powerful economic model based on five key elements: a strong brand, a frequent use by subscribers, a strong and special relationship with them, several revenue streams and a unique international dimension.
Leader at the time in online services, AOL wanted the Internet to be a media outlet as important as the phone or TV in people’s lives. It already had more than a million subscribers.
Wellcom recommends:
• Generating traffic to AOL France’s main sites (main portal and subscriber portal) by creating campaigns that draw the attention and participation of visitors and subscribers.
• Create new online campaigns that reinforce AOL mainstream image
Wellcom develops:
AOL France has its own press office. It tasked Wellcom with providing integrated support for its mainstream PR operations. The support included a full range of services from concepts through to production and deployment.
The last two operations for AOL France by Wellcom were:
“Les Toqués du Net” operation
• A “Taste week” during which five of France’s top chefs shared their passion for the Web with Web users and provided exclusive recipes on the two portals.
• Creation and distribution of a “Press Menu” presenting the operation to journalists.
• Press conferences organisation for local press (in Rennes at Rachel Gesbert’s restaurant and in Strasbourg at Emile Yung’s restaurant, for example).
• Press interviews of AOL executives and the chefs who took part in the event.
“L’Amour s’affiche tout net sur AOL” operation
• An on-line contest based on an original concept developed by Wellcom and held on Valentine’s day 2003. The writer of the nicest on-line love letter won an advertising campaign on the Internet.
• A creative press release was sent to editors inviting love letter writers to declare their love on AOL. It also contained a “love test” promotional item to draw their attention to the campaign, which corresponded with their coverage of Valentine’s Day.
• Follow up mailing of a press release presenting the winner and a copy of the best love letter.
Costa Crociere, an Italian company belonging to the Carnival Corporation group, is the top cruise operator in Europe, and holds a leadership position in Italy, France, Spain, Switzerland and South America. It has the most modern fleet of all European operators (8 ships and a passenger capacity of 10,800).
Wellcom recommends:
Promoting Costa Croisières’s cruises and the launch of new ships to the general public.
Wellcom develops:
• Media launches for Costa Méditerranée, Costa Fortuna and Costa Magica ships
• Media coverage of Costa offers.
• Raise awareness of cruises among the general public
• Press trips for trade and consumer press
• PR campaign for French business media
• BtoB and BtoC websites.
• Press event for 100,000th passenger
Results:
• Help give a more youthful image to cruise holidays.
• Increased customers
• Reached 2004 goal of attracting over 100,000 cruise customers
• With nearly 420 articles in a year, Costa Croisières is the leading voice in the market
• Thanks to these innovative activities, Costa Croisières breaks out of the travel media and becomes a household name among the general public.
Founded in 1972 by more than a dozen dialysis patients who wanted to improve the outcome and care for people suffering from renal deficiencies, the FNAIR (Fédération Nationale d’aide aux insuffisants rénaux) has nearly 11,000 members and is made up of 24 associations. To inform and raise awareness about this important health issue, FNAIR started a national “chronic renal deficiency” day. It wanted to raise public awareness of its work by increasing communications about preventive care and by turning the national day into National Kidney Week.
Wellcom recommends:
• Teach the general public about chronic renal deficiency, which is a major healthcare issue and asymptomatic disease (80% of the 3 million sufferers aren’t aware they have the disease), and encouraging the prevention.
• Involve non-nephrologist doctors to help improve support for patients at risk.
Wellcom develops:
• Highly impactful communication strategy for a wide range of audiences (institutions, general public – especially children – and non-nephrologist doctors).
• Dedicated communication tools to reach and teach the audiences and organise the media coverage of the first National Kidney Day.
• Public and press relations.
• Print and Web supporting coverage
Results:
• Because of the success of the first National Kidney Day, FNAIR entrusted Wellcom with promoting the next one in 2006.
• Thousands of schoolchildren and teachers were educated using the teaching kit.
• Media impact: TV: 63%, newspaper industry: 45%, radio: 39%, Internet: 11%.
• Reached 50% of non-nephrologist doctors
• Institutional impact: obtained official support of the overseeing ministry and partnerships with several institutions, including the INPES
• Over 100,000 people tested during a national campaign
• 13% of people polled said they were aware of the 2nd National Kidney Day, the equivalent of over 6 million people or 10% of the country’s population
•
• 40% said they would monitor their kidneys regularly after being exposed to the campaign, the equivalent of 2.4 million people
• In 2005, there were 114 press stories. In 2006, there were 298, including 25% on TV or radio.
In 2004, the SNCF reinvented rail travel with the launch of iDTGV. This innovative concept enabled travellers to book their journey depending on their mood and tastes. It provided two personalised travel environments (iDzap or iDzen), selected destinations, aggressive pricing and 100% Web delivery.
Wellcom recommends:
• Developing the IDTGV-first “reflex” for selected destinations.
• Developing the offer, services and events.
• Facilitating new partnerships.
• Build identity on more than just low prices. Raise visibility of USPs: personalised travel environments and 100% Web.
Wellcom develops:
• An innovative and edgy voice and tone.
• A pleasing corporate image.
• An image of quality and singularity.
• New interest in the company, its strategy and prospects by raising the credibility of its services and the added-value of the concept through regular press appearances.
• PR campaign.
• 8 press conferences.
• A press junket to Cannes.
• An on-board event: iDTGV/Pro Soccer Evolution tournament.
• One-on-one interviews.
Results:
• 688 media items (including 375 articles, 216 online articles and 97 TV and radio stories).
• 98% positive coverage (2% negative due to a rail strike).
• Only 5% of the coverage was focused on low-cost business model (compared to 40% the year before: objective achieved).
• High visibility on TV and radio.
Launched in May 1999, Monster is the leading recruitment website in France (Nielsen//NetRatings Panel). In January 2003, Monster.fr had more than 11.5 million page views, 1 millions visits, 585,000 resumes and 765,000 registers candidates. Monster is the leading international network dedicated to career management. Accord to an independent study by I/PRO, Monster attracted nearly 56 million visitors in January 2003. At the time it had more than 32 million registered users and more than 24.5 million résumés on file.
Wellcom recommends
Strengthening Monster’s reputation and to position it as an “expert” of the labour market (leverage its expertise through barometers, advice, site content, articles, etc).
Wellcom develops:
Regular PR activities to encourage journalists to contact Monster when preparing articles related to the labour market.
Proactive communication
• Constant exploitation of Monster data (regularly publish press releases).
• Customer testimonials.
Expand and highlight the key contacts in Monster’s management.
Position Monster on a wider range of subjects (technical, cross-functional, etc).
Public relations: Create direct contacts with the press during informal meetings.
Promovacances began as a Minitel service in 1992 and launched its first website in 1998, at which point it began growing by 100% per annum. In 2001 it was acquired by Karavel Group, which is chaired by Christian Blanc, ex-CEO of Air France. With 450,000 monthly visitors, the website has a 3.63% penetration rate among French Internet users, just behind the SNCF and Lastminute/Degriftour group (Nielsen Ratings source – January 2003).
Wellcom recommends:
• Developing Promovacances’ reputation and to position its management expertise in the tourism market.
• Driving traffic to the Karavel and Promovacances websites.
Wellcom develops:
• A schedule of press actions in phase the media’s seasonal stories to provide a reliable source of information.
• Press releases presenting the website’s travel offers.
• Media monitoring to anticipate stories and provide the kind of information are looking for.
• In addition to product news, press operations to raise visibility of Promovacaces in mainstream media. For example, commission polls on love and holidays to create a ready-to-use subject for women’s magazines, weeklies and radio shows.
• Regular meetings between journalists and members of Promovacances management
The Thales Group launched Thales Secure Solutions in February 2001. Thales Secure Solutions specialises in IT security. The young company immediately established its reputation in the field thanks to its 100-odd experts providing strategic, technical and operational consulting in areas such as intrusion testing, active management, business continuity planning and wireless network security. Thales Secure Solutions is a trusted partner of many major French companies (over half the CAC40) and government agencies.
Wellcom recommends:
• Positioning Thales Secure Solutions as the leader in the field of IT security.
• Focusing on its skills and areas of expertise.
• Rapidly developing visibility of the brand.
Wellcom develops:
• Media training for 13 spokespersons and preparation of their media talking points. Include in-house media awareness training.
• Regular press releases to draw attention to corporate information and expertise.
• Drafting of position papers written by company experts.
• Round-table discussions on specific issues to emphasise the company’s skills and expertise.
• Meetings between journalists and company experts (more than 30).
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