Our developing relationship

For two years, we have worked closely with Cellomatics across multiple disciplines, from concept branding to helping them announce their arrival at their new premises with a lab launch event, to profiling their success in winning the Queen’s Award for International Trade.

From the outset, Cellomatics grew at a rapid rate and whilst it was a nice problem to have, there was an over-dependence on the CEO which needed to be addressed. To help lighten the load, V Formation’s director, Sue Carr, was on hand to help from the very beginning and was later supported by specialist PR and digital knowledge from within the V Team, from Jocelyn, Lucy, Amy and Susie.

Getting to work

As an early-stage business, the company had yet to articulate its values and culture to underpin the future growth of the business in terms of the types of clients and work it attracted, but also from an employer brand and employee retention perspective.

V Formation got to work with formulating a focused marketing strategy, including defining the company’s goals and ambitions, and devising a sustainable plan of key objectives, including:

• Articulating Cellomatics brand vision and values to develop and understand their USP to help with differentiation and messaging
• Creating a refreshing visual application of the brand
• Developing and launching a new website, SEO, keyword activity and content creation
• Data management
• Implementing their CRM system
• Implementing Mailchimp, and later Transpond, to allow for regular communication with their clients and key stakeholders
• Developing their brand assets, including social media graphics and templates for campaign use

Success is measured in terms of how we work with Cellomatics and their team, the expansion of the services we’ve been able to deliver and the extremely positive, close-working relationship between Cellomatics and ourselves.

The company continues to grow its social media followers with the digital marketing strategy we employ. As a result, we helped deliver:

• A 181% increase in LinkedIn followers, from 821 followers to 2,307 in the space of a year
• 26 pieces of PR coverage with an audience reach of 83,000 and 44 brand mentions in 2022

This year, we utilised LinkedIn’s newsletter tool to engage a new audience. This has brought strong returns and sign-ups, with almost 1,000 additional subscribers.

Publications previously engaged now reach out for specialist thought commentary contributions through the PR channels we’ve established.

We have also successfully transferred their communications channel to Transpond, and we help manage their regular external communications updates.

Showcasing Cellomatics’ values

A successful partnership was created and Cellomatics now utilises V Formation as their outsourced PR and marketing department. The role we play has grown and we have accumulated knowledge of the business, sector and the challenges to be able to align our services with the day-to-day needs of the business. We now deliver their marketing planning, digital marketing best practices, design, event management, internal and external comms engagement, social media account management and award submissions on behalf of Cellomatics.

The challenge will always be that this is a very competitive sector and we need to be proactive in our PR and digital strategies to highlight Cellomatics’ brand and activities.

Dr Shailendra Singh, Founder and Chief Executive Officer at Cellomatics said:

“Cellomatics has been working with V Formation team for close to 3 years now. It has been an extremely delightful experience working with their talented and professional team led by Sue Carr and Jocelyn Braithwaite. I believe that V Formation are leaders within the Marketing and PR field. This alliance has definitely helped Cellomatics extend its outreach and raise its profile within the life science sector globally. We value their immense contribution in supporting the growth of our business and therefore look forward to continuing our collaborative efforts in the future.”

V Formation’s Account Manager and Head of PR, Jocelyn Braithwaite adds:

“Working with Cellomatics is an absolute pleasure. Shailendra, Anushuya and the team understand the importance of marketing and PR and work closely with us to allow us to support them in their drive to grow the company.  It’s great to be an essential part of the Cellomatics team.”

V Formation provides a wide variety of digital marketing and PR services to help boost your brand awareness, gain meaningful engagement, and assist with writing the perfect award submission. Get in touch with our friendly team today to find out more.