Supporting the sale of a business through PR
Esendex is the Nottingham-based, leading provider of business SMS services.
PR had previously been used alongside sales and marketing channels, but Esendex was ready for the next stage of its growth – including investment – and wanted to make its name known amongst the community of people who could potentially be helping it going forward. Firefly knew that PR could help to quickly and credibly build Esendex’s reputation beyond its customer base, would-be investors and immediate peers.
To elevate the value of SMS as a communication method to a wider business audience, Firefly researched the ‘Cost of Missed Appointments to British Business’ (SMS being a vital reminder for appointments).
The research was the basis of a wider campaign that included:
- Market validation stories (with the rise of other instant messaging options, it was important to remind business decision makers that SMS remained the only ubiquitous channel)
- Entrepreneurial stories (the founders bootstrapped the business, taking it from kitchen table to a multimillion pound endeavor)
- Relentless industry comment to ensure SMS was positioned as the most reliable communication channel
“The Cost of Missed Appointments” research was covered across business press and generated material still being used in sales and marketing campaigns. The ‘Esendex story’ was featured in SME publications (including Start Your Business and Growth Business) and the founders profiled in business and national press (The Independent and The Sunday Times).
Esendex also had a voice on current affairs, including investment in tech start-up hubs, Britain’s stance on the European Union and the drive against SMS spam. The company was also able to provide advice on the best way to communicate with employees during adverse weather (during heavy snow fall) which included a full “How To” article in Management Today.
“We’ve just announced the successful MBO of Esendex by the incumbent management team, backed by Darwin Private Equity, that’s been a success I’m sure in part by the work Firefly has done alongside Esendex” Julian Hucker, Co-Founder.
Darwin Private Equity completed a management buyout of Esendex in July 2013, in a deal worth £11m. Darwin is backing Esendex’s existing team, and looking to grow the business organically and through acquisition in its existing markets and across Europe.
The assistance Darwin can provide is expected to enable Esendex to fully realise its ambition to become Europe’s leading business SMS provider; revenues are expected to double as the company dramatically increases its share of the rapidly growing SMS market.