Automotive

Leasedrive
One of the largest independent privately-owned vehicle management groups in the UK.

Campaign
To publicise a £45m BIMBO transaction and place the Group firmly on the news agenda.

Fee basis
Retainer.

Objectives
To maximise publicity for the new senior management team and its plans for the future.

Strategy and plan
Having signed a confidentiality agreement and won a competitive PR pitch, JSPR worked closely with the new investors, before completion of the deal. A comprehensive press pack was produced and selected editors approached on a ‘strict embargo’ basis to prime key publications. The consultancy also worked closely with financial advisers, Grant Thornton Corporate Finance and eventual backers, Bank of Scotland Corporate Banking, to co-ordinate the ultimate major press announcement and photo opportunities. A series of major interviews was organised with the new management team. Quality features appeared in leading fleet and financial media. Internal employee communications, which had previously been neglected, was a major focus. A special staff communication pack, personally signed by the new CEO, was produced for each employee as well as a new monthly newsletter.

Measurement and evaluation
Major coverage was achieved in Fleet News, Autowired, Fleet Week, The Daily Deal, Mergermarkets.com, venturedome.com, Leasing Life, Corporate Finance and various local newspapers.

Results
The coverage secured for the Leasedrive Group surpassed the expectations of the new senior management team, all leading industry figures. In particular, the transaction announcement and subsequent major glowing feature in the leading fleet publication, Fleet News met the media objectives 100 per cent. The Leasedrive Group, which previously had a low profile, became a major talking point within the industry with its declared aims of setting new standards of customer service. The Group won the prestigious ‘Best Contract Hire/Fleet Management Company’ Award in the 2006 Fleet News Awards, having been Highly Commended the year before. According to the commercial director, the key PR messages determined at the start of the PR programme, gained widespread and regular pick-up. Leasedrive Velo Group was formed on 29 August 2008 following a senior management buy-out.

ICFM
The UK's only independent not-for-profit organisation dedicated to furthering the education, recognising the achievements and advancing the profession of car fleet management.

Campaign
To improve the overall marketing and public relations of the Institute.

Timescale
January 2008 – present day.

Fee basis
Limited retainer.

Objectives
To raise the status of the ICFM, improve its media profile and promote the ICFM to new members.

Strategy and plan
A not-for-profit organisation with a Council made up of volunteers, the ICFM’s approach to marketing and PR was low-key and its website poor. A new marketing and PR strategy was prepared and approved by Council. Key recommendations included surveying members; re-designing and re-writing the website; rationalising sponsorship opportunities; assisting in promoting the members’ annual national conference; producing regular press releases; incentivising members to recruit new members; and expanding the benefits of memberships. No funds were available for redesigning the Institute’s logo and, more specifically, reprinting current marketing collateral.

Measurement and evaluation
A survey was conducted in the summer of 2008 among existing members to determine what they liked about the |CFM, what could be improved and what they wanted from their membership. The results of this survey provided the template for re-designing and re-writing a much larger, more comprehensive website.

Results
The new website was launched in January 2009, a regular quarterly e-newsletter introduced to members from the summer of 2009, increased benefits negotiated on behalf of members, sponsorship opportunities created and funds attracted via web banner advertising and job advertisements. The ICFM also became a regular contributor of articles on professional fleet management in specialist media. Peter Eldridge, Director and Treasurer of the ICFM commented: “JSPR have already made a massive impact by conducting a major review of our positioning, revamping our website and other communication tools and setting in place a detailed and structured PR strategy and plan. They have quite simply been a revelation.” The ICFM was winner of the very first Fleet News Training Award in 2010.

Budget Rent A Car International
One of the world’s top three car and van rental companies.

Campaign
To promote Budget’s environmental initiatives.

Fee basis
Part of initial retainer.

Objectives
To position Budget Rent a Car as the first car rental company to commit to promoting alternative fuels and transport methods as part of its global eco-strategy.

Strategy and plan
Capitalising on earlier environmental initiatives, namely electric vehicles in France, a ‘first’ with LPG dual-fuelled cars and vans in the UK and the first electric vehicles in the USA, JSPR promoted the UK’s first ever commercial car club, the Edinburgh City Car Club. This was followed with the launch of driveshare, the UK’s first commuter transportation scheme. Besides mainstream media channels, PR efforts were concentrated on specialist environmental writers and special interest press. The bold UK initiatives were supported by news of the rental of alternatively-fuelled cars and the first hybrid vehicles by Budget EV Rental Cars in the USA.

Measurement and evaluation
Press coverage for the Edinburgh City Car Club included full-length features on Scottish TV, BBC Scotland, BBC South East, BBC Dream Wheels, Radio 4, Radio 5 Live, BBC Radio Scotland, Scot FM, Radio Forth, and Kingdom FM plus reviews in the Edinburgh Evening News, The Scotsman, Daily Record, The Herald, Scotland on Sunday, Daily Telegraph, The Express, The Observer, The Guardian, Intelligent Transport Systems, Fleet News, Motive, Green Futures, Wildlife Trust Newsletter, The Big Issue, Local Government and Health Executive, Local Transport Today and Surveyor. The City Car Club was endorsed by the Secretary of State for Transport. Full-page features on LPG appeared in The Guardian and Condé Nast Traveller and electric cars in the Financial Times, among others. Readership figures for the City Car Club alone in 1999 and 2000 were respectively 7.8m and 6.8m.

Results
Budget became very much regarded as the pioneer of environmental initiatives. In recognition, Budget won the Fleet News 2000 ‘Environmental Initiative of the Year’ Award for its pioneering initiative, the Edinburgh City Car Club.

Axus International
A top pan-European multi-make vehicle leasing company.

Campaign
To organise and run a PR Workshop for senior country management attending the 1999 International Management Meeting in Marbella, Spain, 1999.

Fee basis
Part of initial retainer.

Objectives
To focus on basic PR skills so that corporate country senior management could maximise PR opportunities.

Strategy and plan
The agenda covered: The Objectives of Axus International PR; The Power of PR; Axus International PR Strategy; Axus In-Country – PR Dos and Don’ts; Axus International PR Positioning Statement; Axus In-Country PR Positioning Statements; Writing an In-Country Press Release; Media Interview Techniques; Using PR for Sales Lead Generation; and Choosing a PR Agency.

Measurement and evaluation
The PR Workshop included practical sessions primarily focusing on media interview techniques. Country general managers, and their sales and marketing directors, went away with a clearer understanding of how to position their operation to the media and how to apply selected techniques to maximise interview opportunities. Subsequent senior management interviews had greater residual impact.

Results
Represented in 15 countries in Europe and Asia Pacific, it was important that Axus International spoke with one voice in all markets. JSPR co-ordinated all pan-European PR activity until the full service leasing company was acquired from Ford Financial Services by the Hertz Corporation, a rival of Budget (a JSPR client), and changed its name to Hertz Leasing.

Armadillo Industries
A new UK company importing body accessories for 1 tonne pickup trucks.

Campaign
To promote the new company and its range of three new products from South Africa comprising Roll-Top, Spray-On Lining and Swop-Body accessories at the International Commercial Vehicle Show, 30 April – 2 May 2002.

Fee basis
One-off project.

Objectives
To assist Armadillo Industries in gaining aftermarket approval from several of the leading pick-up manufacturers for its range of body accessories. Backed by a manufacturer’s warranty, Armadillo products could then be marketed by that manufacturer’s dealer network.

Strategy and plan
Within three weeks, a comprehensive press pack had been prepared and the company and its product range successfully launched on Press Day at the International Commercial Vehicle Show at the NEC.

Measurement and evaluation
Subsequently, Armadillo Industries gained a steady stream of exposure in the trade and consumer press for its innovative new range of patented products for pickup trucks.

Results
Armadillo Industries gained after sales warranty approval from Mitsubishi. An order for 300 Roll-Top units was placed and the products were then officially sold through the manufacturer’s dealer network.