VOXPRO A Case Study Prepared by AM O Sullivan PR Ltd. The Lodge, University Technology Centre, Curraheen Road, Bishopstown, Cork. Tel: 021 4663076 Email: annmarie@amosullivanpr.ie
BACKGROUND Ann-Marie O Sullivan, Chief Executive, AM O Sullivan PR has worked with Voxpro on building the Voxpro brand since 2012 when the company had 230 employees. This activity can best be described as all encompassing from strategic communications advice and media relations to event management and speech writing, from preparing media pitches to delivering media training, from issue management to video production and from public affairs to the provision of general business advice. As Voxpro expanded from the initial engagement in 2012, the level and type of communications support expanded. This communications support included: Advising Voxpro s senior leadership team on policy decisions and business strategy. Providing strategic advice on local and national business issues. Building and developing the Voxpro brand locally, nationally and internationally. Developing and implementing a range of communications activity, such as writing and distributing press releases, pitching for journalists and interview requests. Managing and advising on relevant commercial/sponsorship opportunities. Advising on relevant advertising opportunities in trade and national media outlets. Drafting and managing feature articles. Setting up and preparing for interviews. Providing media training. Acting as the main point of contact for media enquiries. Providing support for CSR initiatives. Supporting recruitment initiatives. Advice and implementation on marketing videos and other marketing collateral. Securing speaking opportunities and event invitations. Scripting for speaking opportunities, launch events etc.
Managing photography and videography at events, launches, etc. Media Engagement Overview Voxpro s engagement with the media from 2012 to 2016 was a predominantly positive experience and strong relationships have been developed with a range of key media contacts, locally and nationally. Dan and Linda Kiely and Voxpro have been profiled in all national newspaper outlets and a number of key business and trade online publications, and have participated in interviews on RTE and Newstalk nationally and 96FM and Red FM locally. The main focus for engagement with the media has been to highlight the spectacular growth of the business over the four years since 2012, together with highlighting the uniqueness of the couple that started and continue to run Voxpro. As Dan Kiely s profile has grown, he has been asked to provide commentary on social issues such as the housing shortage and the role of the government in addressing the national skills shortage. Dan penned an opinion piece for the Irish Examiner in April 2016, specifically on the uncertain political landscape which existed following the election of the 32 nd Dáil. This opinion piece was well received on social media via Dan s personal LinkedIn account where he shared the article as an authored post.
A Brief Snapshot of Our Communications Activity with Voxpro 2012 - In 2012, Voxpro was a relatively small organisation which was seeking to make a name for itself. The first project AM O Sullivan PR worked on the announcement by An Taoiseach, Enda Kenny, of 100 new jobs on October 26 th provided a real opportunity to begin to build Voxpro s brand awareness. In 2012, Dan and Linda Kiely were very much running the business, without the support of a senior leadership team. The strategy was to focus on this unique and articulate couple who had a great story to tell, about where they had come from but, more importantly, where they were planning to take Voxpro! Creation of 100 new jobs, expanding the workforce from 230 to 330
2013 - In 2013, we built on the success of Voxpro s developing brand by focusing on delivering successful event management and media relations activity for a number of events and awards that year, including: EY Entrepreneur of the Year Deloitte Best Managed Companies MSL Cork Business People of the Year Image Magazine Female Entrepreneur of the Year Irish Tatler Business Woman of the Year CCMA Cork Dinner San Francisco Office announcement MSL Cork Business Person of the Year 2013
Linda Kiely, IMAGE Female Entrepreneur of the Year 2013
2014 - Voxpro continued its rapid expansion in 2014 and the Taoiseach and the Minister for Enterprise and Innovation both visited Voxpro in May 2014 for a 350 jobs announcement which brought the company s total employee numbers to 850. There was further recognition for the company with additional awards in 2014. These included: Cork Chamber Company of the Year Cork Business Woman of the Year Top 100 Most Influential Tech Companies Deloitte Best Managed and Deloitte Fast 50 Additionally, the decision to include videos as part of Voxpro s standard pitch process with potential new clients meant that we drafted video scripts and managed a number of video productions for the company. We also provided support during the development of Voxpro s Core Values and Voxpro s Vision Statement. Creation of 350 new jobs, expanding the existing workforce from 500 to 850
Jobs Announcement media coverage a snapshot Cork Chamber Company of the Year 2014
2015 In 2015, profiling of the company through appointments (eg HR Director, Colm Condon) and new contract wins (eg IT Works!) continued, together with ongoing profiling of Dan and Linda Kiely. The year was rounded out with another hugely significant jobs announcement of 400 new roles in November by An Taoiseach, Enda Kenny, bringing Voxpro s total employee numbers to over 1,400. Sponsorship of the annual CCMA Dinner by Voxpro with guest speaker, Dr. Michael Murphy, President UCC Announcement of 400 new jobs by Taoiseach Enda Kenny
2016 In 2016, the PR strategy continued to focus more broadly on the leadership talent in Voxpro through the announcement of Board appointments, together with the development of thought leadership strategies for members of the SLT. The implementation of the strategy for Aidan O Shea, Managing Director, resulted in a radio contribution in relation to transatlantic flights from Cork, a significant Irish Independent interview on his role at Voxpro and a speaking opportunity at the EXIM Summit in September. Additionally, a speaking opportunity was also secured for Dan and Linda at the All Ireland Business Summit in April, while we coordinated the announcement of the Athens Georgia, USA Centre of Excellence in July. Building the Voxpro brand continued in 2016 with the addition of a number of new initiatives including invitation only events, such as the PowerPlayers event and customer evenings, entering awards such as Chambers Ireland Annual CSR Awards, local charity sponsorships and national sponsorships such as The Irish Times Innovation Awards, Enterprise Ireland Student Entrepreneur Awards, David Manly Awards (Emerging Entrepreneurs) and European Business Awards.
US centre of excellence official opening, Folsom California, USA
APPENDIX a sample of media clippings
APPENDIX a sample of media clippings The Irish Independent, June 30th, 2016
Irish Tatler, November 2013
The Irish Independent, October 30 th, 2015
The Sunday Independent, May 24th, 2015
The Sunday Independent, November 29th, 2015