Maximising business advantage from policy change for Accor

The Issue

Accor Services, the leaders in childcare vouchers in the UK, appointed us to educate employers about  new tax breaks on childcare vouchers; encourage employers to do more to help working parents; and establish Accor Services as the childcare voucher supplier of choice.

Our Strategy

A highly-targeted programme was devised to deliver complex messages about the changes. Research was commissioned and a number of communications platforms were developed to support the campaign including a media partnership, a strategic alliance with a childcare charity, client advocacy and a media relations programme.

The Impact

Accor Services more than doubled its customer base, from 750 to 1,600 over the life of the campaign and increased sales by over 30%. Use of childcare vouchers by organisations has risen from 29% in 2005 and 42 per cent in 2006. In a perceptions survey conducted in July 2006, Accor Childcare Vouchers is the best-respected of any voucher provided in the market by HR professionals.
The programme won a Chartered Institute of Public Relations award for integrated marketing.
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Building employer brand for CMS Cameron McKenna

The Issue

As a top ten city law firm, CMS Cameron McKenna wants to attract the best and brightest talent. The ‘war for talent’ in the legal sector is fierce. The firm’s reputation as a good employer is therefore critical to its success.

Our Strategy

To differentiate the firm as a leading employer, Communications Management proposed that it should be the first law firm to publish a ‘People Report’ to account for its employment policies, practices and successes.

Specifically-targeted management, legal and employment journalists were introduced to the report as an industry first. Angela Baron, an advisor on organisation and resourcing at the Chartered Institute of Personnel Development (CIPD) was approached to endorse the report, as a leading expert in the field of human capital management.

The Impact

The Financial Times nominated CMS Cameron McKenna as one of the top five most innovative legal firms for its publication of the report. More than 4 million ‘opportunities to see’ were generated in national, business, legal and HR media. The firm’s hr director is regularly invited to commentate and speak on its employment practices at events and conferences.
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Expanding market share for Changeworknow

The Issue

Changeworknow is a market-leading online recruitment company helping major employers such as Sainsbury, J D Wetherspoon and Woolworth’s to hire staff faster, more cost efficiently and more effectively.  Communications Management has been working with the firm almost from its inception to build a pre-eminent reputation supporting its sales strategy.

Our Strategy

Our strategy positions Changeworknow as a thought leader in online recruitment through high quality feature coverage in human resource and quality national media, research and educational events, speaking platforms and awards. The reputation collateral we generate plays a fundamental part in the company’s marketing communications programme.

The Impact

The programme has generated direct new business leads and enabled Changeworknow to maintain relationships with prospects which have converted to clients.
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