Pareto Law Case Study

Having worked with Pareto Law for over 20 years, Context has helped establish the company as the UK's leading graduate assessment, placement and training organisation. Working with a growing range of blue chip companies, Pareto Law has gained a reputation for delivering dynamic sales training for existing personnel, while its tailored approach to graduate placement has set it apart from the competition. The PR support has been integral to the companies growth, building its profile and supporting the £multi-million sale of 70% of the business to international recruitment giant Randstad.

Aims

• Build awareness of the Pareto brand, its key people, and its growing range of services
• Establish Pareto’s founder and joint-MD as an opinion former in his field
• Raise awareness of the range of sales and communication skills training provided by Pareto, as well as reasserting its position as a leader in graduate recruitment
• Help generate an increase in revenue for the company through a higher uptake of training programmes and placements
• Harness the expertise of Pareto’s senior managers and trainers to strengthen the company’s profile
• Use PR to drive marketing communication materials

Actions

• Identified regular opportunities to comment on current news stories to help position them at the forefront of the market
• Secured media interviews for Pareto’s key personalities to establish them as experts in the field
• Developed an on-going news pipeline to keep key journalists and publications updated of all relevant activity
• Generated multiple thought leadership articles for Pareto’s founder and secured placements in leading business, HR, and training publications, as well as vertical sector media
• Prepared marketing literature to support the success of the company’s services, including client case studies, e-newsletters and white papers
• Entered Pareto for leading recruitment, sales and training awards, with all entries written and researched by Context

Results

• Greater awareness of Pareto’s skills and communications training has led to a significant increase in demand for training courses
• White paper articles written by Context, in conjunction with Pareto’s lead generation platform, brought in fees to the value of over £150,000 in just three months
• By-lined articles attributed to Pareto’s key personnel published in leading business, training and sales magazines, including Better Business, Modern Selling and Winning Edge
• Regular comments in national and trade media, including quotes in The Guardian, The Times and Growing Business helped raise the company’s profile as a market leader
• Won ‘Newcomer of the Year at the British Excellence in Sales & Marketing Awards 2009
• Won ‘Sales Manager of the Year’ at the British Excellence in Sales & Marketing Awards 2008