Bond International Software
Situation Analysis
A publicly held company quoted on the London Stock Exchange; Bond International Software Group is a pioneer in the development and provision of staffing software, support and consultancy services to the staffing and recruiting industries. Bond supports more than 50,000 staffing professionals in 42 countries worldwide and has over 160 employees worldwide in its offices in the U.K., Australia, South Africa, the U.S. and Canada.  While a dominant force overseas, Bond did not have a consistent brand or a strong presence in the U.S. as a market leader.

PR Challenges

• Bond’s two largest competitors had better established brands in the U.S. and were perceived as the industry’s authority thought leaders.  Thus, they were leveraged more often as sources by the media
• Newly acquired eEmpACT had a stronger brand image than its parent company, Bond
• Never before did Bond have a strategic, structured media relations campaign in the U.S.  Thus, it did not realize its potential coverage in both industry trade press and mainstream media

• Increase Bond’s visibility and enhance its reputation in the U.S.
• Gain wider awareness among potential staffing and recruiting clients in the U.S. (9,000 U.S. prospects)
• Increase market share in the U.S. by 25%
• Gain wider awareness internationally among small and mid sized staffing and recruiting firms
• Increase market share internationally (7,000 international prospects)

• Launch integrated marketing communications campaign in the U.S. to:
• Prime the marketplace and announce eEmpACT merger
• Launch, built and protected a strong Bond brand with target audiences and key influencers
• Cultivate eEmpACT and Bond customers and other third-party endorsers to highlight success stories
• Promote front to back integration and scalable architecture
• Leverage eEmpACT’s contacts and media exposure to gain credibility
• Leverage news-making platforms

Campaign Results

In 2005, Live Wire achieved the following results on behalf of Bond International Software:

• Secured 29 interviews resulting in 73 feature articles in top tier industry publications
• Wrote and distributed 11 press releases resulting in 152 news briefs
• Secured five high level speaking engagements at key industry events
• Wrote and placed two bylined articles in key industry trade press on behalf of the CEO
• Secured nine industry analyst briefings resulting in positive ratings and coverage
• Established a strategic partnership with The Human Capital Institute and secured a board seat for Bond’s CEO
• Wrote five client case studies and secured placement of all five with leading industry trade publications
• Consulted with CEO on Bond’s strategic branding initiative and advised client on how to integrate branding and marketing initiatives into PR effort

Summary

Bond ’s consistent combination of innovation, dedication and market focus allowed it to soar ahead of its competitors. Its products and services achieved prestigious acclaim and are now the market choice of many of the world’s largest and most well respected personnel organizations.  Bond’s consistent, visionary perspective enabled its network of global users to interpret and manage dynamic, complex markets and realize tangible competitive advantage in the race for human capital. Through an intricate partnership with Live Wire, Bond has successfully propelled itself into the public eye as a leader of the software industry.  Increased exposure across all levels of the playing field has helped to ensure Bond as the dominant player in the staffing and human capital management software fields.

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