We began working with SAP Concur in the Summer of 2015, with the brief to solidify and enhance their profile and brand awareness across business travel, expense and invoice. The purpose of this was to reinforce them as the largest and most connected company in the space, with a substantial ecosystem of partners that could provide value out of reach of their competitors.
SAP Concur are a global business split into SMB and enterprise divisions. We had to provide value across both and all offerings. Three key areas were focused on: regular features/news, thought leadership and elevation into new media, including national press. KPIs (exceeded for every period) and storylines were drafted every 6 months for focus, and event support was also very important, as was media training.
Since August 2015, we have secured 745 pieces of coverage (including 31 in national media); a piece every 1.5 working days. Focusing on thought leadership, 159 articles were written and published in that time, alongside over 40 interview pieces and dozens more carried out to support features. To support wider marketing functions, two major research-based whitepapers were written, driving 41 pieces of coverage. This coverage focused on making the complex accessible, from data flows into international tax regimes through to the finer points of new distribution capability in the business travel space.
Since they began work, Aspectus have exceeded deliverables at every turn, ensuring SAP Concur remain a dominant voice in the travel and expense market. Coverage has propelled us to new heights and the media – and audience – we want to be addressing view us as an authoritative voice in both travel and finance. Aside from getting the results needed, it was also important that the team felt like an extension of my internal PR team and we had fun while working – which we did.
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