OBJECTIVE

To create visibility for the company and its products and thus increase sales.

RESULTS

SG achieved regular and very effective media coverage in the national, computer and vertical press for this large supplier of mainframe software.

Obtaining coverage for regular product announcements is generally difficult but because MSA's visibility was so high its product announcements received regular positive coverage.

Sales increased from less than a million to over £6 million and sales enquiries trebled within two years.

Stuart Walsh, Managing Director, MSA: "Sally was Public Relations Consultant to MSA for some eight years during which time she positioned and projected the company from obscurity to one of the best known names in the Industry. We did not advertise, except for staff, which is arguably the best form of advertising a company can indulge in."

STRATEGY AND TACTICS

Although MSA did not offer journalists the appeal of 'white heat technology' no opportunity was lost to publicise every order, together with the benefits enjoyed by the user. In this way MSA gained credibility and the reputation for supplying quality products. This activity was extended beyond the computer press to the vertical media such as Banking and Insurance.

SG wrote case studies for the vertical and computer press which illustrated that MSA had a deep understanding of different industry sectors and quantified the benefits and savings that users achieved.

SG regularly arranged press interviews for MSA's European executives and the worldwide President, John P. Imlay.