MRI Software – Building global brand awareness to support growth

Platform Communications - Media and technology communications experts - MRI headlines

Challenge

  • MRI Software is driving the future of PropTech. Its software is used by commercial and residential property owners, investors, agents and managers to enhance operations, improve customer relationships and grow markets.
  • MRI is an industry pioneer but had not previously focused on strategic public relations. It wanted to create stronger brand visibility to support sales and enhance presence as it expands into new global regions and markets.
Platform Communications - Media and technology communications experts - MRI

What we did

  • Created messaging to ensure differentiated positioning and a consistent voice across all global marketing communications.
  • Devised robust thought-leadership campaigns aligning to major property and technology trends. This involved working closely with a variety of MRI stakeholders to identify and develop newsworthy themes to appeal to trade and business media.
  • Strategic media relations to build the MRI brand in key growth markets including the affordable/ public housing and occupier markets in the US; and the UK social housing market. Managed communications around a series of acquisitions, including eight that took place across four countries within a year.
  • Conducted original research as a basis for media relations and sales engagement. Themes included the future of UK high streets and the continued growth of “generation rent.”
  • Established relationships with key journalists at core target titles including Property Week and PlaceTech in the UK and Propmodo and The Real Deal in the US.
  • International communications co-ordination, with teams based in the UK and US.

Key outcomes

  • Over 300 targeted media hits in two years, reaching an audience of 42 million.
  • MRI is now a go-to source of comment in major trade and business outlets. Coverage hits include The Times, Wall Street Journal, Reuters, Sky Business, Property Week, Propmodo, Bisnow, Business Leader, PlaceTech and News on the Block.

“Platform plays a vital role in helping us build the market presence we need to support our international expansion. The team ensures we have powerful content and the right media relationships to make an impact. They have proactively driven coverage that has strongly positioned MRI as a thought-leader and trusted advisor to diverse global audiences. As well as significantly boosting our brand awareness, Platform’s work is a key part of our lead generation efforts.”

Mandira MehraChief Marketing Officer, MRI Software