Client: HR-XML
Service: Relationship Marketing
Background
HR-XML is a nonprofit consortium dedicated to the development and promotion of standardized XML vocabularies for the human resources (HR) community. Its primary objectives are to position XML and recruit new members. Its membership includes virtually every major IT company in the U.S.
Strategy
The Consortium asked Kröme to craft a strategic public relations program to position it with the press and analyst communities as the driving force of XML standards for HR. The program was to build membership, both domestic and international, through public relations opportunities. In addition, the agency was to offer marketing counsel to the Consortium’s Board of Directors and its Business Steering Committee.
Using a series of technical articles, written by Kröme and published under the bylines of Consortium principals, Kröme broadened the industry’s understanding of XML. Additionally, Kröme created interview opportunities for members of the Consortium to address the benefits of XML and provide first-hand accounts of applying XML standards in the HR domain.
Results
In little more than six months, the tenor of the HR industry toward XML and towards the services and advocacy of the HR-XML Consortium turned from almost no recognition to broad acceptance and understanding. A membership increase of nearly 500% is directly correlated with the Consortium’s exposure in key industry trade publications.
The frequent appearance of Consortium members in interviews and bylined articles has also dramatically improved the working relationship between the membership and the Consortium’s governing body.