BICA Storytelling Studio Case Study Cover

Positioning BICA as the HR Growth Facilitator of Choice for the IT Sector

BICA started using the Storytelling Studio services in mid-2021. At that point, the company was generating several million euros yearly revenue but was not popular among the IT community in Bulgaria. Their marketing communication was short-term based and they were looking for an anchoring strategic direction. At that point, the company was generating several million euros yearly revenue but was not popular among the IT community in Bulgaria. Their marketing communication was short-term based and they were looking for an anchoring strategic direction.

Upon onboarding, the following objectives were put on the table:

      • Create brand awareness and position the company as a strategic partner for international scale-ups and corporations who want to build R&D capacity

        • Position the company as a leading employer in the IT industry with a focus on its culture and ability to work on impactful projects for global players

          • Position Anthill, a spin-off of BICA, as a facilitator in establishing Bulgaria as an international innovation hub

        Community PR in Action

        In almost 3 years, using smart strategizing, consistent planning and community PR, the Storytelling Studio and BICA achieved the following results:

         

            1. Set the brand foundation through brand messaging workshops which defined the brand positioning, attributes, statement, key stakeholders mapping, and messaging.

              1. Exposed BICA to the most successful and influential leaders in the Bulgarian IT community and their audiences through HR talks with IT leaders series which included Boyko Iaramov – serial entrepreneur and angel investor, Radoslav Georgiev of Quantive, Orlin Radev of Ampeco, Maria Rashkovska of PubGalaxy, Alexander Zlatkov of SessionStack and many more.

                1. Built consistent and relevant communication through over 60 articles and more than 300 social media posts, contributing to multiplying their followers numbers. 

                  1. Positioned the BICA brand as a thought leader in key HR topics such as Leadership skills, IT Career Growth, Remote work, Product mindset development, Upskilling, and Employee Retention through a series of After Hours events (this was a community event series of The Recursive, sponsored by BICA).

                These initiatives brought around 800 attendees across all editions. By leveraging The Recursive’s network, we attracted panelists who are influential figures in the IT community coming from companies like Leanplum, OfficeRnD, EnduroSat, FindMeCure, SiteGround, Uber, Digital Lights, Paysafe, Dreamix, Transmetrics as well as community partners such as Product Tank Sofia, DEV. BG, ABLE, and Soft Skills Pills.