Visual Communications - Case Study

Commercial Group - The Office Partner People

In just 13 years Commercial Ltd has become one of the largest independent suppliers of office products in the UK. Services include office supplies, computer consumables, vending supplies, print and print management, online printing and e-solutions. Commercial leads its market in e-commerce procurement with more than 3,000 end users benefiting from instantaneous online ordering, slashing administration time and reducing costs to improve customers' productivity. Bucking the industry trend of consolidation in a difficult market, Commercial achieved a record 33 per cent growth for its year ending January 2004, and is firmly on track to achieve an annualized turnover of £20 million.

Objectives of the PR Programme

The communications strategy was developed to build the company’s business profile within, not only its local community, but also its own business and key customer markets. This has been achieved by 1) promoting the company as a local success story in national and regional media including broadcast; and 2) through positioning Commercial, in key trade titles, as an innovator, a pioneer and a company that sets and maintains unusually high standards in its market, in this case the office supply industry. Work to promote individual sectors has achieved excellent results, with a regular advice column being published in the regional press in conjunction with news items.

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