Case Study for Agency
03-1033849-088

After a rough ride in the procurement space, Concur decided to refocus
its business model and return to its core competency – Corporate
Expense Management (CEM). Concur’s market leadership, visibility and
value proposition was being challenge by several competitors. Concur
charged us with maintaining the momentum generated in the procurement
space and re-focus the company’s identity for CEM. We developed an
aggressive strategy to role-out Concur’s new operating plan over the
course of two quarters to help rebuild credibility with press, analysts
and investors. The strategy emphasized Concur’s return to Corporate
Expense Management, its leadership in the category and it strategic
alliances with ADP and Microsoft Great Plains. We also leveraged
Concur’s growing blue chip customer base, strong partnerships and
validation from compelling case studies and industry analysts. Through
our efforts, Concur reclaimed its mind share and re-assumed its
leadership position in Corporate Expense Management and out paced its
competition through strong financial performance, customer acquisition
and demonstration of ROI. Coverage achieved includes:
77 placements secured within six months;
33 placements in Tier 1 publications including Wall Street Journal,
Financial Times and CFO Magazine;
8 feature articles highlighting Concur’s success against its new
operating plan.

In April 2007, we were retained by Lakes Entertainment to provide
public relations services for the Four
Winds Casino Resort. Our initial engagement includes support during the
construction of the property, leading up to the Grand
Opening on August 2, 2007.

In the first three months of the program we identified key
spokespeople; developed key messages for the property; provided
media training and rehearsal for key spokespeople; established a PR
policy for the property and its personnel; handled media
inquiries regarding the property; developed an employment announcement
to help drive the hiring of 2,500 personnel; handled
calls from members of the community; diffused negative reporting and
erroneous stories; provided counsel to Four Winds and
the Pokagon Band on key community relations issues; delivered monthly
status reports and hosted weekly calls reporting our
progress; and provided a draft PR plan for Four Winds to implement post
opening.

By the end of June 2007, our media relations results were as follows:
123 Total Media Placements
29 Print Articles
1 Radio Broadcasts
22 Television Broadcasts
71 Online Articles
17 Interviews
Audience reach of more than 5.5 Million