Flexecutive Case Study

To launch flexecutive.co.uk and create on-line traffic among employers and employees
To get work/life balance on the agenda of blue chip employers and position flexecutive as the leading consultants in this arena
To generate profile for Flexecutive and its founder Carol Savage in national print and broadcast media, together with HR, marketing and financial services media

To position Carol Savage as a work/ life balance ‘guru’ to the media and to key influencers in government and in business
To use Flexecutive’s research projects (often co-funded by DTI and Industrial Society) to give credibility to this authority positioning
To highlight Flexecutive’s unique stance as employer as well as employee focussed

Compiled a dossier of Flexecutive initiatives and case studies and developed a tailored media campaign among management and employment correspondents, and negotiated regular columns in sector media eg Personnel Today
Used Flexecutive research projects to fuel both news and feature coverage Launched Flexecutive’s on-line jobshare register, and subsequently teachers jobshare register, as UK firsts
Successfully sold Carol Savage as a speaker at target conferences eg Orianna HR Forum, Marketing Week Conferences
Developed a fast response media campaign, offering Carol as a spokesman on any topical news item which is relevant to work/ life balance
Developed partnerships with synergistic initiatives eg Work Life Balance Week

Flexecutive growth from 0-£2 million company in 3 years
Regular Feature-led coverage across all major national dailies and Sundays, TV and radio
Carol Savage invited to join government think tank on Flexible work, resulting in new legislation in April 2003 giving all employees the right to request flexible work
Significant client list of Blue Chip companies –Sainsbury, Avon, Lehmann Bros, Whitbread – from a standing start
Flexible recruitment via Flexecutive increased over 50% in last year alone.

Kinross + Render :: Public Relations and Marketing