At the start of 2024, Curam was looking for a new comms partner to help them build the brand reputation and raise awareness for its disruptive platform, which helps to improve access to high-quality care in the UK. While the company has a B2C proposition, they were looking for support in growing their B2B audience.
The Flywheelers devised a high-impact media relations and thought leadership programme in collaboration with Curam’s marketing agency Procreate London to align with Curam’s key B2B sectors including care agencies, local authorities (LAs) and the NHS, and to position the company as a digital disruptor in tech media.
We first worked to establish Curam’s Point of View, holding workshops with four spokespeople to capture their take across the key topic areas to get the press office up and running quickly. Alongside underpinning thought leadership, we used this to support the profiling of Curam’s leadership team to showcase how it is driving innovation within the social care sector with a technology-first approach.
With such a public interest proposition, a key part of the programme has been to jump on the news agenda with reactive commentary and advice. Key moments have included reacting to the Carer’s Leave Act being passed, calling for further steps to be put in place to support carers with long-term responsibilities, commenting on the Spring Budget, calling on the government to provide fairer pay to Care Professionals and additional funding to local authorities to provide further support at a local level, and assessing the manifesto pledges of each party during the General Election.
Additionally, we have also created news moments for Curam’s key partnerships with other industry players to demonstrate its ongoing growth in key media.
In the first five months of working together, the team secured 31 pieces of coverage for Curam, with a total reach of 230 million. These included national, LAs, health, care and technology titles such as The Times, the Daily Mail on Sunday and the Scottish Mail in print, the Independent, LaingBuisson, Local Gov, The Carer and Digital Health, with a third of coverage including a backlink to the Curam website.
“We’re on a mission to transform care into a sector that’s truly patient-centric and offers more rewarding careers for carers too. In the combined force of Procreate London and The Flywheelers, we have a partner that understands and can communicate our message to consumer and B2B audiences – that the UK care sector is due a drastic overhaul and we’re the ones to help through our bespoke carer recruitment tech platform and sector expertise.””
The Flywheelers’ proactive, creative, and persistent approach to storytelling has boosted our media presence, and they are hands down the most proactive agency team I’ve worked with. They’ve elevated our experts’ profiles, kept our messaging fresh, and built strong relationships with tier-one reporters.
Funda Cizgenakad PR & Communications UK / Europe at Trend Micro
At Alteryx, we have been so impressed with our partnership with The Flywheelers. The team is proactive, creative, and always thinking ahead when it comes to storytelling. They have played a key role in helping us introduce the new era of Alteryx, driving meaningful engagement with top-tier media.
Alice Sol Global Public Relations Manager at Alteryx
The Flywheelers excelled in securing us coverage in top-tier media outlets, such as The Financial Times. The team is an absolute pleasure to work with and went the extra mile to understand the technical aspects of our business to secure opportunities in a wide range of outlets. Would definitely recommend them!
Claire Nouet Co-Founder & COO at Pathway
With The Flywheelers, we’ve been able to elevate the use of the extensive earned media data and insights to create stories that tap into the biggest luxury, fashion, and consumer trends. The Subscription Model has also been invaluable in allowing us to quickly and transparently swap activity out to focus on our immediate priorities.
Adriana Tatcheva Chief of Staff at WeArisma
We couldn’t be more delighted with our decision to partner with The Flywheelers. Throughout the whole pitching process, they listened to our needs and tailored a proposal that suited these perfectly. Even before our kick-off meeting, they’d secured us several opportunities that aligned with our strategy and working with them is one of the best experiences we’ve had with an agency.
Finn Owens Global Marketing Manager at Pattern
Following the success of our earlier collaboration, The Flywheelers has continued to impress with their proactive approach to storytelling. Their deep technical expertise and understanding of our platform have enabled the team to create pertinent media narratives that elevate our USPs to our key audiences.
Dirk Alshuth Chief Marketing Officer at Emma
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