Axela Ltd

BBC, Wired, TechCrunch coverage from scratch

The Challenge

Family-run health and care tech company, Axela Ltd, approached us to help raise company profile and elevate them into the right conversations.

Having had difficulty securing funding in the past, founder Nicholas Kelly was keen to try a new route to make a name for his company through using PR for the first time.

The key was to communicate Axela’s passion for compassionate care and attract eyes to their business. With a future care tech product to launch, Nicholas and team wanted to pave the way for future investment.

It’s fair to say Nicholas was cynical about PR, and needed to be convinced about its value to his business having never done any beforehand.

Client

Key wins

50 pieces of coverage
193 million online readership
1.35k social shares

The Solution

Content pillars to represent Axela’s strengths

We “launched” Axela through a range of press, including the care sector media, national, business, and tech press as well as relevant radio and podcasts and judging opportunities. Having interviewed Nicholas early on, we quickly learned that, as an ex-RAF pilot, he had a fascinating back story and, working alongside his mother, the family dynamic was very interesting. This was important to harness in raising the business’ profile.

Starting from scratch, we developed content pillars to represent Axela’s strengths and Nicholas’ journey. As a Black business man, diversity was an important topic and one he was happy to discuss, alongside pillars such as health and care tech, innovation and compassion.

By using both reactive and proactive methods, we were able to amplify Axela’s profile, news and views, whilst also responding to relevant features and commentary requests in the target press and in relevant areas.

“ I couldn’t recommened Jess and her team at Carnsight more. Think the A-team but even better. ”

Nicholas Kelly

Founder, Axela Ltd

The results

Achieving broadcast and written coverage in media.

We achieved amazing coverage, including appearances in: The BBC; Wired; TechCrunch; Business Leader; Care Home; Care Home Professional; Open Access Government; MedTech.

All published coverage was shared across Twitter, LinkedIn and Instagram, both by us and the client, to amplify Axela Innovations further. Increased profile has in turn now led to investment, including from Google.

Key points