mclcreate: From AV Provider to End-to-End Events Company


b2b case study image: mclcreate's scenery for client JTI

mclcreate B2B Case Study: The Highlights

  • 26 pieces of media coverage in 6 months
  • 17 new stories in local press and national event media
  • 4 features focusing on the company’s innovative new mobile app into
  • 4 detailed employee interview features in trade magazines
  • In-depth events feature in the Guardian

The Challenge

mclcreate is an event production and management company operating across the UK and overseas. They help clients deliver corporate events, conferences, and high profile public functions like the launch of London’s newest public space at King’s Cross station.

MCL Audio Visual was the company’s previous name, reflecting the original focus on supplying AV technology and equipment.

The company undertook an extensive rebrand, to reflect its evolving offering as a ‘one-stop-shop’ solution for events, providing end-to-end planning, production and creative input.

After being known to the industry and the trade media for 13 years as simply an equipment provider, the reborn mclcreate posed a challenge for communication.

We now had to establish the company as a credible event production and management agency.

Strategy

The topline strategy we decided on was to change the narrative about mclcreate. Public relations up to this point had reflected the company’s audiovisual equipment focus, with frequent coverage in titles such as AV Magazine.

Now that the company was thinking and acting like an event production agency, it was crucial to establish strong links with the event press, and to build a story over time of an experienced company at the forefront of the events sector.

Clarity decided to employ three key approaches:

  • Strong internal communications
  • In-depth media relations
  • Rolling news programme focusing on:
  •     Client partnerships
  •     Case studies demonstrating the ‘one-stop-shop’ event service
  •     New business and high-profile event clients

 

What we did

Having established the message we needed to communicate, we set out to strengthen our relationships within the business, in order to extract the information, and then went on to establish networks with key media in order to tell our story.

Strong internal communications

  • We established links to employees across mclcreate’s national network of branches
  • We created staff questionnaires to extract key news of events and new business wins
  • We provided regular feedback on media activity, in a format to be shared with the wider business and inspire employees to contribute to the PR process

In-depth media relations

  • We identified key influencers within the event trade press and embarked on a series of telephone calls and meetings, with the aims of:
  • Properly communicating the company rebrand
  • Developing interviews and larger feature ideas
  • We looked beyond the trade media and also reached out to journalists at management and business media, all read by the target audience of senior business roles

Rolling news programme

  • We actively sought out stories from within the business to demonstrate the company’s rebranded event management offering
  • We targeted both event media and regional business media with news of:
  • The expansion of the mclcreate Exhibitions division
  • The company’s appointment to deliver events for Transport for London
  • mclcreate’s renewed deal with the Ricoh Arena as event partner
  • A high-profile buyers’ conference managed by mclcreate for the UK retail giant, Mamas & Papas

 

The Results

Over the course of 6 months, we obtained 26 pieces of media coverage for mclcreate, each fitting into the wider narrative of the company’s new end-to-end event management service.

News stories

A total of 17 news items were published on mclcreate’s new business wins, expansion and client partnerships. These appeared in national event magazines including Event magazine and Event Industry News, and also in the business sections of regional newspapers.

Employee interviews

We created opportunities for the managing director, Tim Spencer, to be interviewed by key event press titles. Event magazine and Meetings & Incentive Travel both ran articles allowing the story of the rebrand to be told in the company’s own words.

In-depth features

A case study double-page spread in Conference & Incentive Travel perfectly showcased a conference managed and delivered by mclcreate for Tesco Bank. Another feature, in Event Industry News, put the company’s innovative smartphone app for event delegates in focus.

Recognising that mclcreate’s mobile solution took place in the context of a trend for intelligent technology in the event management industry, we met with a business journalist to pitch ideas and discuss editorial angles. The result was a feature, Small business: Powering events with digital technology, which was published by The Guardian and firmly positioned mclcreate as an expert in this field.