Healthcare IT: Software, Hardware and Services
Business Challenge:
The Company struggled to persuade large enterprise healthcare systems to break away from their strategic EMR vendors and look at a stand-alone, best-in class, point solution. While medication management tools were offered by all EMR vendors none of them were as feature rich, easy-to-use or as technically advanced as the Company's. However, without significant third-party validations, it was very hard for the Company break into the enterprise. At the same time, the Company needed to find a way to elevate its brand and create more mainstream awareness to drive demand as part of its efforts to create a higher valuation for an upcoming funding round being planned.
The Solution:
To generate third-party validations, a national media relations and analyst campaign was launched on the dangers of medication mistakes and how a simple, cost-effective solution could resolve this growing crisis. The strategy was to get media and analysts talking about the issue to draw more awareness on it and then use this awareness to persuade enterprise buyers that they needed a best in class solution.
The Company developed a media kit, engaged media/analysts/bloggers, issued a series of strategic releases, contributed articles, case studies, social media and secured speaking opportunities. Without an agency, the Company pitched media directly. Through persistence, the Company secured a dialogue with a producer of the Oprah Winfrey show which eventually lead up to the first ever live technology demonstration on the Oprah Winfrey Show with Dr. Oz and Dennis Quaid. This media opportunity then started a tidal wave of additional 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 enabling the Company to add $10.9 million to its pipeline.
Cloud-Based Cybersecurity Subscription Services
Business Challenge:
The start-up was in a hyper-competitive market and 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. Sales were flat and the Company needed to find a way to quickly create buzz and awareness to drive demand for its products and services.
The Solution:
Working within the constraints of its confidentiality agreements, the Company launched the industry's first cyberattack round-up report by compiling stats from all cyberattacks that the Company fought over the last quarter. Without an agency, the Company built a list of media, analysts, bloggers and influencers and outreached to them three weeks prior to the announcement with an embargo copy of the attack report. Working around the clock, the Company did back-to-back interviews during the embargo. On the day of the official release, the Company had secured more than 300 articles from outlets including the Wall Street Journal, NYT, BusinessWeek, Forbes, USA Today, LA Times to the technology press. This started an avalanche of interest and cemented the Company's image as the thought leader and visionary in the space.
To build a demand generation engine on this initial launch of the attack report the Company developed a multifaceted thought leadership campaign. The campaign 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 entirely new market spaces to diversify its portfolio and services offerings. The Company needed to quickly establish relationships with key technology analysts to help legitimize its presence in these new markets and secure deal referrals. However, the Company did not have any existing tech analyst research or consulting engagements or budget. Typically without these consulting agreements, tech analysts would only engage companies for a brief 20-30 min phone dialogue, once every year, which would never have been enough time to build personal relationships and showcase its new market strategy and focus.
The Solution:
Within two months, without the support of an agency, the Company identified the key global analyst influencers in these new market spaces, secured an event sponsor, as well as successfully organized and held a two-day technology analyst retreat. The Company's strategy was to create an exciting, up-scale, networking event for tech analysts to engage with the Company executives in an effort to build personal relationships as well as get in front of them to showcase its new strategy, demos of its new products and services, and highlight customer testimonials.
However, without analyst firm contracts the Company had to create an event that was so unusual that analysts would want to attend without getting paid for their time. 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 boosted its pipeline eight figures from the numerous analyst deal referrals.
Direct-to-Consumer eCommerce
Business Challenge:
To reach its aggressive growth plans, the Company needed to create greater brand awareness, so that it could generate more qualified traffic, conversations and net new customers in the crowded DTC 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 quadrupled 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.