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Case Study: The Venn Index

Campaign: The Venn Index

Client: Venn Group

Established in 2001, Venn Group is the UK’s only company dedicated to the provision of temporary and contract staff to organisations in both the private and public sectors.

Objectives:

  •  To raise awareness of the Venn Group brand across the key regions it operates in.
  • To utilise the organisation’s wealth of knowledge and data to exploit its position as a national consultancy.
  • To position Venn Group as a thought leader within the UK staffing industry and the sectors it operates in.

Strategy and plan:

In order to allow Venn Group to achieve its objectives, BlueSky PR designed a simple on-going campaign in the form of a comprehensive quarterly report – the Venn Index. The Index provides an overview of vacancy levels, average salaries and in-demand skills within commerce and industry, financial services and the public sector across Venn Group’s core regions of London, The North West, The South West, The North East, Thames Valley, Central and East and the Midlands.

The secret to the campaign’s success lies in its simplicity – and a two-pronged approach is taken when compiling the report. Quantitative data relating to vacancy levels and average salaries is analysed and presented for individual regions and sectors. This information is then enhanced by front-line observations by Directors from Venn Group’s regional offices.

BlueSky PR uses its expertise to structure Venn Group’s intelligence in a way which is relevant to its target audience. The Venn Index includes sections on sector activity and regional hiring breakdowns. The quarter on quarter figures for each area are also graphically represented. The full report is hosted on Venn Group’s website and sent to journalists on request. By tailoring press releases to specific cities and regions, BlueSky PR is able to maximise exposure in the areas that Venn Group operates in. This has enabled the company to achieve its objective of raising its profile and positioning it as a thought leader within its field.

Results:

Now in its third edition, the Venn Index is widely considered to be an accurate barometer of employment trends across the UK as well as an indicator of wider economic confidence throughout the country. Each edition of the Venn Index secures dozens of pieces of quality coverage across its target regions resulting in an increase in brand recognition and credibility across the recruitment sector and amongst potential clients and candidates. The targeted way in which the message is distributed to regional press ensures that coverage is always relevant to the local readership to ensure maximum return on investment.

 

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