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Études de cas

Disney's key objectives were to gauge media sentiment toward the company and to inform the pan-European and local-market corporate communications strategy.
Working in France, Germany, Italy, Spain and the UK, Echo designed research that integrated a highly targeted survey among 35 influential business and media editors, along with media content analysis of more than 900 editorial items during the benchmark period.
The research aimed to assess Disney's reputation in each market, determine whether Disney's European business strategy and corporate communications structure were understood by key business and media editors, highlight media differences in European markets and the US, and inform whether media coverage provided recognition of Disney's key brand values.

Results
Echo research showed that European journalists had limited knowledge of Disney's business, there were broad media differences from country to country, and reporting depended heavily on US-based correspondents, with little opportunity for Disney-Europe to influence coverage.

Future Actions Resulting from the Study
Disney future communications strategy should be focused on bridging the gap between journalists' expectations of Disney's performance and likely achievable growth. The most senior management should spearhead the effort and target authoritative business dailies across Europe, as part of a wide-ranging journalist information/education program. New senior corporate communications executives responsible for the key European markets could build effective working relations with editors and tailor activities to media requirements.

What the Client Said
We had two desired outcomes: impactful, independent research to support our case for increased headcount in Europe and meaningful results that could inform our strategy. On both counts Echo succeeded. The research has been hugely useful and the integrated aspect particularly commendable.
Joyce Lorigan, VP Corporate Communications - Europe

MAC, an iconic makeup and cosmetics brand owned by Estee Lauder Inc., relies only on public relations in a fiercely competitive arena - consumer fashion and beauty press. The company wanted to assess media coverage across 10 key markets: Australia, France, Germany, Greece, Hong Kong, Japan, Korea, Middle East, Spain, UK; evaluate effectiveness of media events and brand association with MAC's celebrities; and compare MAC's performance in product tests with competitors.
After conducting detailed media analysis of some 3,700 items in consumer and trade media, Echo Research delivered findings that MAC had a very strong profile foundation to build on. It would need to raise its profile in select European countries, using the UK as a best practice. Echo identified MAC's key differentiating strengths and recommended nurturing the top five.
Research also showed that MAC events were under-recognized, particularly outside Europe, and recommended promotions timed for World AIDS Day.

What the Client Said
The MAC cosmetics brand has grown phenomenally, launching in 45 countries over 7 years. I wanted to evaluate whether the brand assets we were messaging were coming through in the media. This study was invaluable as it highlighted both strong and weak messaging and suggested several areas for improvement.
Michelle Feeney, VP Global Communications

Leading UK retailer Sainsbury's wished to expand its Christmas season by promoting an Autumn/Winter range of food and non-food products. It supported the initiative with a media event for 300 journalists, meetings with 50 regional journalists, a 60-page product kit and CD-ROM and 30 press releases.
Echo's assignment was to evaluate the return on this investment and to assess the effectiveness of the communication tools.
Echo's history of working with Sainsbury's since 1996 meant that this customized project could be set up with speed. A team of analysts with extensive experience was briefed quickly and went to work.

Results
Echo Research showed that Sainsbury's media strategy was effective, yielding dramatic increase in sales volume among key audience segments because of targeted message penetration, use of visuals and important third-party endorsements. Detailed analysis of PR elements pointed to the successful components and best performers, guiding Sainsbury's future PR planning.

What the Client Said
We employed Echo in order to establish not only the reach of our coverage but also the efficiency and effectiveness of how we executed our strategy and used our communication tools. The research conclusions were invaluable and have helped us plan with greater insight and confidence. We are able to target areas of weakness and ensure we maintain and build on our strengths.
Clare Webb, PR Manager, Sainsbury's

The Regional Tourist Board of Franche-Comté's PR budget has increased over the years, and the board needed to ensure that its PR and media relations activities were driving tourism in the region. Echo Research was asked to analyze news coverage in the local, regional, national and international press. Echo found that there was sensitivity to the board's needs and issues. "Echo's expert analysis proved invaluable in helping us to improve our efforts," said Barbara Gris-Pichot, Head of Press and Public Relations, Comité Régional du Tourisme de Franche-Comté.