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Abzena

How do we start to build an industry and online profile for a B2B organisation?

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Challenge

Abzena was seeing growing interest within the financial and investment community following its AIM IPO in July 2014, however its corporate and industry profile did not reflect this.

The challenge was to raise awareness of Abzena and its offering amongst the biopharma industry and more general business community, through a long-term communications programme.

Providing proactive corporate event support and building a social media profile was a key element of this programme.

Action

We helped Abzena identify and prioritise key industry and sector conferences, securing speaker and panel slots at events such as Biotech Showcase, BIO CEO and BioTrinity.  We advised on the presentation slides and company collateral for these events, ensuring a consistent message across the company’s marketing, web and financial communications.

To widen the reach of this activity, we also supported Abzena’s social media efforts, building  more frequent and detailed use of both Twitter and LinkedIn, as well as drafting a programme of social media posts around events, corporate and partnering news, as well as financial transactions.

Result

Abzena’s presence and speaker participation at key sector conferences has resulted in an improved awareness of the company and its offering as well as a good profile for the management team. The CEO is now approached as an industry commentator to speak on industry and business topics .

The increased social media usage has helped drive engagement with new and existing followers, giving Abzena a stronger online presence overall.

The programme is ongoing and aims to raise awareness amongst the company’s existing and potential partners and with those journalists who are very active on social media.