Launching a US brand in the UK

Launching CV-writing service TopResume in the UK required more than a name change. To raise the profile of TopCV, Fourth Day needed to establish the reputation of its career expert Amanda Augustine.

U S-based TopResume was founded in 2014. It is dedicated to providing job seekers with quality career resources and resume-writing at an affordable price. The company had a strong profile in the US, and was regularly name-checked in career-related articles in consumer and national media. In the UK, however, its UK brand TopCV was entirely unknown.

The PR objective

Fourth Day was brought on board to establish the UK profile for TopCV. Specifically, our aims were to:

  • Reach job-seekers likely to use CV-writing services
  • Build awareness of the TopCV brand among recruiters
  • Develop TopCV’s search engine rankings

With the company’s career expert, Amanda Augustine, already established as a ‘go-to’ commentator in the US, our aim was to replicate this success in the UK and to build Amanda’s profile up from scratch on this side of the Atlantic. As Amanda is based in the US, telephone interviews were hard to arrange and face-to-face meetings close to impossible. We therefore used a number of tactics.

  1. Comment on topical issues. From paw-ternity leave and equal pay to throwing a sickie or beating the cv-reading robots, we offered Amanda’s views to journalists. Keeping a close eye on the calendar, we pitched stories at appropriate times – such as Blue Monday, Equal Pay Day and even Take Your Dog to Work Day. During the screening of The Apprentice on TV, we secured a weekly slot for Amanda in Real Business magazine, commenting on the latest episode.
  2. Advice on workplace matters. As well as commentaries, we placed “top tips” articles by Amanda, offering advice on employment matters as well as on job applications, in both trade and consumer media.
  3. Data-driven news. Using statistics from TopCV’s database, we were able to draw highly shareable stories from relating to the recruitment process. These covered a wide range of workplace topics, from the most inappropriate questions experienced by candidates to the selection criteria employed by recruiters.
"It's been a pleasure working with the team at Fourth Day. Their knowledge of the UK media landscape has been instrumental in helping 'Amanda Augustine' and TopCV gain traction in both digital and print media. Their efforts yielded a 72 per cent gain in organic traffic year over year."
Amanda Augustine Career Advice Expert, TopCV

Results

At a glance:

  • 60 Pieces of coverage in key online and print publications
  • 1bn Potential readers in 2019
  • 62 The average domain authority for online coverage

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Media coverage

Over the course of the first year of the campaign, we secured coverage a total of 60 articles, both online and print. This was across top tier media for all of our target audiences, and included national news outlets such as the Daily Telegraph, and The Sun, but also high-circulation lifestyle publications including  Metro and Cosmopolitan. In the trade sector, we successfully reached HR, recruitment and general business publications including HRreview, Executive Grapevine and WeAreTheCity amongst others. Since then, TopCV’s media presence has continued to grow, particularly in the mainstream and lifestyle sectors.

Readership 

Headlines and resulting articles consistently reflect key messages and have been 100% positive in tone. Coverage reach from 2019 alone is 1.05bn, with approx 886k estimated coverage views and an average online domain authority of 62.

Website traffic

Amanda Augustine, Career Advice Expert, TopCV, said: “It’s been a pleasure working with the team at Fourth Day. Their knowledge of the UK media landscape has been instrumental in helping ‘Amanda Augustine’ and TopCV gain traction in both digital and print media. Their efforts, in conjunction with our content-development team’s work, has yielded a 72 per cent gain in organic traffic year over year.”

Media Highlights

  • Do you take too many sick days or too few? Take note, Ken Bruce...

    Bruce revealed he has only taken one day off in 34 years. "Yes. I was ill that day," he told the Media Masters podcast about the only time he has called in sick. The Telegraph

  • How to get out of work when you have a job interview

    Looking for a new job is never easy. You’ve done the trawling through the job sites, the lengthy application form and you finally have an interview. Metro

  • PAY UP | Experts reveal their top 10 tips for getting a pay rise

    Recruitment experts share their secrets on how to successfully negotiate a higher wage The Sun