Mission:
- Launch adap.tv -one of 3 emerging companies in online video advertising space
- Announce Series A for adap -reach out to investment community
- Introduce new kid on the block to analysts and press
- Educate Business Press and Advertising Press about online video advertising via adap’s model
- Leverage CEO’s background with new venture
- Validate adap’s positioning among industry analysts
Approach:
- Initiated messaging to highlight new world of online video advertising
- Position adap as the forerunner in the race for leadership in online video advertising
- Proactively educate key influencers with 1:1 executive buddy program
- Create sense of urgency for adap’s products -the pre-roll/post-roll conversation
- Secure speaking opportunities at all major ad and video events
- Reactive media campaign for adap
- Hit the blogs -major news outlets for the space
Results:
- Adap launch resulted in major coverage in print and online articles speaking to ‘designed’ messaging
- Industry analysts reference adap
- Secured 5 speaking ops for CEO in time for Q4
- PR drives partnership program
- Coverage for adap is consistent -inclusive of mention where competitors are written about
Mission:
- Establish market leadership as technology provider healthcare
- Define and own EIPP space
- Develop the need for EIPP in healthcare
- Launch established software company in new vertical market
- Establish customer advocacy program
Approach:
- Reposition Avolent as EIPP provider for targeted vertical markets
- Implement relationships with vertical press/analysts to affirm market space
- Implement vertical marketing program to drive momentum in press
- Implement comprehensive competitive research program
- Implement customer marketing program to substantiate vertical market presence
Results:
- EIPP is no longer a foreign word
- Press and analysts call for Avolent specifically
- Avolent is now considered a leader in healthcare/retail EIPP space
- Healthcare press/analysts consistently write about Avolent
- Customer case studies, bylines and panel speaking ops in force
Mission:
- Launch new player in localized search space
- Drive initial PR campaign to vertical press
- Educate press and customers (retail, REITS) to new type of search service
- Create analyst and media credibility to match business goals
- Define localized search space among retail industry
- Develop the need for “shopping search service’
- Establish REIT advocacy program in top 50 DMA
Approach:
- Implement relationships with vertical press/analysts to affirm market space
- Implement vertical marketing program to drive momentum in press
- Implement market awareness of the ‘need’ for localized search service
- Implement REIT marketing program to substantiate NearbyNow presence
- Implement PR momentum on mobile marketing positioning
- Implement PR momentum in advertising and marketing publications
Results:
- NearbyNow has received major coverage consistently: Business press (WSJ, NY Times, CNN, CosmoGirl); Retail press (WWD, Chain Store Age, Retail News, RIS, Internet Retailer); Advertising and Marketing press (ClickZ, Media Post, OMMA, Marketing News,)
- Press and analysts call for NearbyNow specifically when writing about the space
- Initiated local press program incorporating REITs in local newspapers throughout USA
- Retail/Advertising press and analysts consistently write about NearbyNow
- Speaking ops program in full force : Where 2.0, AlwaysOn, Web 2.0, OMMA, ad:tech
Mission:
- Establish Siebel ‘CRM PARTNERS’ leadership in vertical markets: healthcare and telecommunications
- Demonstrate Siebel partners’ ability to achieve interoperability through service?oriented integration and the rapid assembly of composite applications
- Launch Global partners Program conference -Build awareness through Partners
- Dispel notion that partners ‘do nothing’…Establish team presence
Approach:
- Refine Siebel’s messaging to demonstrate the ROI with vertical?focused partners
- Aggressively pursue all media and analysts covering the CRM space
- Strong customer testimonial program -Customer Endorse Partners
- Product and corporate award program/reviews
- Consistent stream of news release
- Organizational adoption of ‘Partner?speak” throughout corporate/sales
Results:
- Six partners selected as keynote speakers at Healthcare/Telco trade shows tradeshows
- Gained endorsement of leading press and analysts (WSJ, BW, Fortune, etc)
- Initiated Partner template program for PR self?service
- Customer satisfaction survey show major increase in partner awareness
Mission:
- Launch established player in the F&A BPO marketplace
- Drive initial PR campaign to vertical press and target analysts
- Introduce and educate external audiences to VWA via PR campaign
- Create analyst and media credibility to match business goals
- Define VWA’s Expertise ??(Domain Experience), financial stability (40 years revenue growth) and proven efficiency innovation
- Communicate the need for VWA’s customized solutions in F&A BPO
Approach:
- Implement relationships with vertical press/analysts to affirm market space
- Implement customer wins and case studies program to drive momentum in press
- Implement market awareness of the ‘need’ for VWA’s services
- Implement PR program around VWA’s brand of technology -a differentiator in the space
- Implement PR momentum on VWA’s positioning
- Implement PR momentum in vertical markets publications tied to customer base
Results:
- VWA is recognized as a ‘brand’ name among press and analyst targets
- VWA has received major coverage consistently: Financial press (IBD, CFO Magazine, Los Angeles Times); Trade press (Treasury & Risk, Credit and Collections, Inside ARM, FAO Today, Business Finance, Strategic Finance, Global Finance, etc.); Vertical press (Automotive News, Auto Leasing Today, Chain Store Age, Government Technology, etc.)
- Press and analysts request interviews with VWA specifically when writing about the market
- Speaker’s Bureau initiated for VWA for panel speaking opportunities for VWA management
