EIP

 

Objectives

Increase coverage across national and broadcast media outlets by 200% to raise the profile of EIP’s trademark attorneys amongst its target audience – which includes all businesses at any stage of the IP cycle – and ultimately drive new referrals.


Implementation

Through a combination of desk research and tapping into the knowledge of the trademark attorneys at EIP, The PR Office mapped a timeline of activity including the judgement decision dates of specific big brand, high profile trademark cases such as Kit Kat, Fox and Louis Vuitton. There were also instances where the team needed to react, on the day, to cases which it might not have been previously aware of.

The PR Office was responsible for drafting statements, briefing media and securing any follow-up pieces which allowed the case to be discussed in more depth.

Crucial to the activity was ensuring we responded to judgements as soon as they were handed down in the courts so we could gain cut through in the media and secure the edge over competitors.


Results

The PR Office has consistently delivered high level coverage in accordance with the client’s media sector priorities. This has included regular national coverage in The Telegraph, The Daily Mail and The Times as well as interviews on The One Show, BBC World News (both TV and radio channels), and BBC Radio 5 Live. In total, in the first three months of 2016 The PR Office has achieved an uplift of 800% on the target set by the client. In addition, by being the first to notify the media of big brand trademark cases and providing timely expert comment, EIP has solidified its trademark attorneys as experts and the firm as synonymous with ground breaking high profile trademark cases.