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CLIENT
CASE STUDIES - AXA |
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Understanding The Client’s
Market And Objectives
Mantra offers flexible
communications analysis to AXA PPP
High on the media agenda
AXA PPP
lifetime care is the UK market leader in long term care
insurance. This type of insurance protects against the
costs of care either in a residential or nursing home or in
the individual’s own home. As might be expected, with an
ageing population and the grey market debate of who will pay
for care in old age, this is a hot political issue and high
on the media agenda. A company operating in this sector
would need a flexible communications analysis service to
ensure that the strategy objectives are effective and on
message. This is why PPP lifetime care chose Mantra because
it had the ability to tailor its services to provide the
sort of PR evaluation needed.
Market Intelligence
AXA PPP lifetime care has been using Mantra since 1996 and
as a direct client since 1997. Mantra monitors their media
coverage and provides monthly and yearly reports. The key
measurement processes utilised are:
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The number
of articles on long term care
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The number
of times the company name and products are featured
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The number
of times its spokespersons are quoted for expert comment
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The number
of times key issues are mentioned
Mantra also
monitor competitors’ coverage so that a comparative figure
can be produced. It is important to benchmark your position
against other relevant companies. Journalists writing about
long term care issues are tracked to ascertain who is and
isn’t mentioning the company. Their articles are also
tracked for key messages so that the PR team can identify
where their messages are hitting home. In this way PPP
lifetime care can target individual journalists with whom
they want to build stronger relationships.
Another vital
service that Mantra supply to PPP lifetime care is the media
analysis of long term care insurance issues, the
Government’s stance on issues concerning funding for long
term care for the elderly and the wider issues surrounding
the subject. This gives a view on the wider media position
– very useful intelligence for PPP lifetime care.
Complete Flexibility
One of the main benefits of using Mantra’s
services is its flexibility. They adapt its services to
match PPP lifetime care’s needs. Like any leading edge
business, PPP lifetime care’s evaluation needs is in a
constant process of revision as its strategies change.
Mantra can respond to these demands, adapting all the time
to client requirements. Cassie Allen, Communications
Executive at AXA PPP lifetime care commented, “Because
Mantra is a pro-active company, it is able to design bespoke
analysis and evaluation services that are relevant to PPP
lifetime care’s business. Its customer focused, flexible
approach ensures that it always looks at the situation from
our perspective. Mantra understands our business and public
relation objectives. We would readily recommend its
services to other businesses.”
Feedback
The feedback on media coverage Mantra
provides is vital for measuring the success of the company’s
marketing aims and objectives. It enables PPP lifetime care
to reassess its strategies on an ongoing basis and to
control the objectives. The company can identify the key
areas it needs to focus on and can change its approach if
the results demand. That could mean pushing forward key
spokespeople to raise awareness and promote key messages.
People Count
The team at Mantra understand AXA PPP
lifetime care’s business very well. AXA PPP lifetime care
has its own account team at Mantra who discuss the company’s
public relations plans, objectives and messages with the key
personnel at PPP lifetime care, updating changes on a
regular basis. Mantra utilise leading edge technology that
is evident in the quality and speed of service that it
delivers. A pro-active, adaptable and thoughtful team can
make the difference – and this is the working approach that
is at the core of the successful relationship between AXA
PPP lifetime care and Mantra.
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