Merittrac Services India - Collaborating to aid the growth of an exciting new venture in the hr outsourcing space

The Background

MeritTrac Services, based in Bangalore is a unique HR Outsourcing player providing independent competence assessment and pre-recruitment process outsourcing services. An entrepreneurial venture, the company was on a fast growth track but needed an understanding and flexible communication partner who would proactively help in taking the venture to the next level.

The Brief

Being an entrepreneurial venture, the media messaging was ad-hoc and their visibility was primarily driven by few media contacts the promoters had. The company was also looking at second round of funding besides aggressive expansion. Being an upcoming venture, they also were keen to properly position their company and services.  The brief was to do all this, keeping in mind the overall long-term strategic direction of the company in mind.

Our Recommendations

• Leverage the repository of information the company has built-up in-house into trend stories with key publications
• Leverage every milestone of the company in the media
• Build excitement of the company’s business model and how well it is positioned for leadership
• Plan messaging in such a way that the overall impression is consistent

What we actually did?

Step 1

• Created background material on MeritTrac, its positioning and its founding team
• Undertook significant research on the information available within the company and identified possible slants that could be leveraged

Step 2

• Soft launched MeritTrac through a new initiative of theirs targeted at state governments in India
• Aggressively followed it up with slew of interviews, features and trend articles across print, trade and electronic media
• Positioned MeritTrac as a spokesperson for any recruitment related story
• Closely worked with the senior management in conceptualizing a major event to showcase MeritTrac's services and the benefits

Step 3

• Closely worked with the on its participation in:
  - BangaloreIT.Com 2004
  

The Result

• Practically a major story in every major print publication in the country and telecasts in three of India's leading TV channels; the best being a front page, national story in Times of India, India's most circulated mainline English daily
• Consistent messaging and quantum of coverage far exceeding the size of the company and its business