Enghouse Interactive Case Study

Multifaceted PR Approach Positions Enghouse as a Leader in Customer Communications

Brief

Enghouse Interactive develops and supplies the widest range of customer engagement solutions on the market. Through its global network of partners, supported by 16 international operations, Enghouse helps thousands of organisations of all sizes, industries and complexity to improve their service, productivity and operational efficiency.

From a PR perspective, Enghouse Interactive’s aim more than ever is to build brand awareness with end-user businesses across multiple vertical sectors including public sector, healthcare, legal and education, across the contact centre industry. This also includes the community of resellers and distributors who sell Enghouse technology.

Whiteoaks International has been Enghouse Interactive’s trusted PR partner for almost 10 years and over the past 12 months focused its efforts on raising the company’s profile. The core objective of the campaign was to drive sales and lead generation and support the company’s ongoing growth, following the company’s recent acquisitions of Vidyo and Eptica.

Approach

To meet the growing market pressures and market demands, Whiteoaks’ approach over the past 12 months was increasingly multifaceted and dynamic. Tactics included building strong, sustainable relationships with relevant media to guarantee coverage, creating industry-leading content, including taking advantage of news hijacking opportunities and running social media campaigns to grow a share of voice online and generate coverage and awareness.

For Whiteoaks, this meant developing materials such as press releases publicising the UK partnership scheme, new customer wins and product launches. These have run alongside hot topic articles and the development of paid advertorials to build confidence in Enghouse as a reliable and flexible business, working with tier one technology providers.

Whiteoaks also expanded its social media strategy to tap into the wealth of expertise and insight from the company. Creating a voice on social media was an important part of developing an active brand which encourages engagement with key industry influencers, experts and customers.

In addition, Whiteoaks developed content to support the product and solutions campaigns Enghouse has been running in-house, including a dedicated project to support the company’s cloud contact centre offering.

Results

Whiteoaks successfully positioned Enghouse as a leader in its field and raised its brand awareness. In the last year alone, the team secured 83 pieces of coverage, exceeding the target of 62 by 133% in a wide range of publications such as Contact Centre News, Comms Business and Microscope. It has also exceeded its key message target by 139%, achieving a key message total of 131. Whiteoaks consistently delivered content that is of interest to Enghouse’s community which has helped build a position of trust with existing and potential customers and partners.

By providing well-written, industry-leading, compelling content pieces, Whiteoaks has enabled Enghouse to extract further value from core materials and gain an even greater return on their investment.

In addition, by repurposing thought leadership articles and white papers, Whiteoaks maximised the volume reach of the content it has created. This has allowed multiple pieces to be created from one item, covering social media, advertorials, blog posts and email campaigns and empowered the Enghouse sales team who have used the coverage as collateral to enhance the credibility of their proposition to customers.

“By working with Whiteoaks we have raised our brand awareness and credibility within our target sectors across the contact centre industry and a wide range of verticals and this, in turn, has led to higher conversion rates in the opportunities we engage with, typically in faster times than we have previously seen. Ultimately, Whiteoaks has enabled Enghouse Interactive to build a larger presence in the market than would have been achieved through marketing effort alone.”

Jeremy Payne, International VP Marketing, Enghouse Interactive