For this startup software company, the program consisted of crafting and executing corporate positioning transition strategy for an early stage software company as it refocused to a different energy efficiency market. Business and marketing consulting included design and implementation of simplified navigation between multiple websites with new product messaging. After conducting thorough competitive intelligence for market positioning.Executive media training showing how to craft media sound bites by drawing on employee enthusiasm and insight was provided. The media relations program aligned public speaking, social media, trade publications and included local and national press.
One goal shifted reputation away from an early program to create the commercial product launch. How we helped:
□ Competitive matrix and product feature comparison for roadmap.
□ Contact database including mainstream, trade publications/associations, blogs and social media outlets from scratch to 300 media contacts in six months.
□ First-time new product web pages and content for initial product launch.
□ SEO optimization increased overall website traffic 300% moving site to second place among competitor sites.
□ Sales guides for dealers (vars) with key messages and proof points.
□ Sound bites and devised media training practice with executives for media interviews.
□ Interviews with local, national and global media outlets including Austin Business Journal, Time Magazine, BBC Horizons television series and Greentech Media.
- Public Relations
- Customer Experience
- Media Relations