Healthcare IT: Software, Hardware and Services
Business Challenge:
The Company’s sales were stagnant and prospects were delaying purchases. The Company needed to create urgency, raise awareness of its solutions and accelerate demand.
The Solution:
A national media relations campaign was launched on the dangers of medication mistakes and how a simple, cost-effective solution could resolve this growing crisis. The Company developed a media kit, engaged media/analysts/bloggers, issued a series of strategic releases, contributed articles, social networking and secured speaking opportunities. Results included a demonstration on the Oprah Winfrey Show with Dr. Oz and Dennis Quaid and various print, online and broadcast coverage. As a result of the campaign, new qualified leads were generated and more urgency was placed on buying decisions.
Cloud-Based Cybersecurity Subscription Services
Business Challenge:
The start-up was in a hyper-competitive market but struggled to differentiate itself. The Company had no social media presence or brand identity, no budget for a PR agency, and strained relationships with analysts.
The Solution:
In order to establish credibility and brand awareness, the Company launched a multifaceted thought leadership campaign. Deliverables included press releases, regular social media outreach, quarterly global cyber attack reports, threat advisories, case studies, white papers, infographics, blogs, videos, contributed articles, technology analyst briefings, and speaking engagements. The global campaign resulted in 800+ feature articles and dozens of cover stories, 1,250+ blogs, 10+ analyst reports and 60,000+ social media mentions. In addition, the campaign generated more than 2,440 leads for sales and was a key marketing touch point for 63 percent of the active opportunities in the pipeline.
SaaS Cloud Services, Infrastructure and IoT Subscriptions
Business Challenge:
The Company recently completed a series of five strategic acquisitions in an entirely new market space to diversify its portfolio and services offerings. The Company needed to quickly establish relationships with key technology analysts to help legitimize its presence in this new market and secure deal referrals.
The Solution:
Within two months, researched and identified key global analyst influencers, secured an event sponsor, as well as successfully organized and held a two-day technology analyst retreat. To establish credibility and awareness in order to secure analyst participation, an integrated campaign was launched leveraging digital marketing, social media, HTML mailers, website, collateral and aggressive pitching. As a result of the event, the company secured seven analyst reports, 84 analyst follow-up inquires and numerous deal referrals.
Direct-to-Consumer eCommerce
Business Challenge:
To reach its aggressive growth plans, the Company needed to create greater brand awareness, so it could generate more qualified traffic, conversations and net new customers in the crowded women's high-end, ready-to-wear and fashion accessories marketplace.
The Solution:
The Company launched an aggressive affiliate and celebrity influencer marketing campaign and social media program to elevate its brand awareness. Through highly targeted PR, social media and influencer gifting events and programs, the Company secured numerous high-profile national placements. This included dressing Cassie Randolph (the winner of ABC’s 2019 Bachelor - season 23) for her official media tour and week-long media event appearances following the season finale. Every outfit Cassie wore sold out within minutes after being seen on national TV, social media sites and news outlets. The campaign created record eCommerce site traffic, conversions, sales and more than doubled the Company's loyalty member sign-ups.
Global Consulting, Technology and Outsourcing Solutions
Business Challenge:
To meet its business and growth objectives, the Company needed to differentiate itself in the highly-competitive and commoditized Infrastructure Management space.
The Solution:
A strategic and innovative partnership was negotiated with Google to offer the industry's first enterprise Software-as-a-Service desktop solution. Within six weeks, new messaging, positioning and a go-to-market strategy was created along with service brochures, white papers, presentations, demos and podcasts. A three-week global media, advisor and analyst tour was booked with more than 105 face-to-face meetings. The campaign resulted in 318 feature articles, six technology analyst reports, 619 blog postings and 15 new qualified prospect opportunities.
Global Design, MFG, Supply Chain, Distribution & Fulfillment
Business Challenge:
In the highly-competitive high-tech job market the Company needed to transform its image from being a low-tech, printed circuit board manufacturer into a technology leader and innovator in order to attract and retain the most sought-after talent.
The Solution:
A global media and analyst campaign was launched to enhance the image of the Company. The campaign included building a media kit, site profiles, corporate brochure, case studies, press releases, award applications and media and analyst tours. Within six months, the Company was named to the top three in Business Week's Information Tech 100 and cover stories appeared in the Wall Street Journal, Fortune, Forbes, IBD, and Fast Company in addition to more than 2,500 articles worldwide.
Software and Consulting
Business Challenge:
The Company needed a cost effective way to secure third-party industry validation to legitimize its technology claims and create demand for its new product suite.
The Solution:
A media and analyst tour was launched via webinars, podcasts and traditional face-to-face briefings. A comprehensive media kit was developed which included press releases, product evaluation toolkit with a reviewers guide, media tour presentation, feature/benefit datasheets, microsite, product collateral, customer references, white papers and Q&As. As a result of the tour, the Company secured product reviews, feature articles and analyst write-ups which were then used as premium content/calls-to-action in aggressive demand generation campaigns.
Healthcare IT: Software, Hardware and Services
Business Challenge: The Company was virtually unknown by media and analysts. Only financial press releases were issued as required by SEC reporting.
The Solution:
As part of the Company relaunch media and analyst relations played a key role in establishing legitimacy. The program included developing a media kit, case studies, datasheets, white papers, building a media database, engaging media/analysts, issuing strategic news, and embarking on quarterly new product launch tours. Results included cover stories, placements of customer case studies, product announcements and top rankings in analyst reports for CPOE Physician Adoption (order-entry systems) and IT Outsourcing Services.
Direct-to-Consumer eCommerce
Business Challenge:
The Company needed a platform to build a voice in the crowded women’s ready-to-wear and fashion accessories marketplace, which positioned the brand as high-end, inspirational and socially responsible.
The Solution:
In honor of International Women’s Day, the Company launched a campaign featuring stylish women with a voice for positive change. The women who were selected are leaders at home, in the office and in their communities. They are pioneers and risk-takers as well as romantic and compassionate. They strive to also inspire other women to be self-assured, confident and to give back to society, in order to make it a better place for all. These women truly embodied the essence of the brand. To celebrate their inspiring stories, an integrated influencer marketing and demand generation campaign was created. This included a comprehensive photo-shoot of them wearing their favorite fashions from the Company, coupled with a video testimonial/interview. The influencer marketing campaign was launched through website banners, landing pages, digital mailers, ads, PR, social media, blogs and media relations etc. As a result of the campaign, the Company was able to leverage the established brand equity of these women to drive greater awareness, new qualified traffic to its website, and a record number of sign-ups for its loyalty program, while also spreading valuable knowledge, lessons and inspiration to support International Women’s Day.