Tech company increases brand awareness through Public Relations and Digital Marketing
TWO STARS.
THOUSANDS OF LEADS.
Background
Silicon Valley tech company, Zoove and its flagship product StarStar were well past the start-up phase, having recently secured $15 million in Series E funding. They were looking to sell within two years, but weren’t actively involved in public relations. They weren’t in media conversations and were virtually unknown to VCs, analysts and other influential figures.
Their business concept was simple: they owned every known ** phone number in the U.S. Brands could create custom numbers—such as **NFL—which their audiences could call to seamlessly download apps, discounts, or any other content. But their positioning was convoluted, making it difficult for new prospects to understand the value without a guided demo and complex sales process.
Challenges
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StarStar’s messaging
focused on the nitty gritty of their technology, but needed to demonstrate how StarStar can help brands solve business challenges
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The company’s marketing assets
and online presence screamed “start-up” when the company was actually a “runaway success”
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Their PR and sales were stagnant
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They needed to generate leads,
but had no thought leadership content or other fodder to enhance efforts
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They had never engaged in public-facing marketing efforts
and had no idea where to start
Strategy
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01
Design and develop the content marketing infrastructure, beginning with a new website
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02
Develop original thought leadership content to generate inbound leads and secure media coverage
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03
Streamline messaging and define use cases
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04
Host live networking events and panels to attract prospects and media
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05
Introduce new visual brand elements for use on public-facing properties and in internal sales collateral
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06
Create a PR strategy that promoted the company and product through targeted media placements
Deliverables
| Introduced a new website featuring a library of case studies from leading brands, clearly-defined use cases, a content library and other content that made the StarStar product easy to understand and buy without a drawn-out sales process. | Introduced clear and accessible messaging and communications with a focus on the outcome and results for brands, rather than the intricacies of the technology. | Conceived of, wrote, and designed ebooks and infographics that appeared as gated downloadable content on the new StarStarBrand.com website, and received thousands of downloads. | Conceived of and organized a panel breakfast for press and prospects. Zoove CEO Joe Gillespie shared the stage for the sold-out event with CMOs and Marketing leaders from the NHL, clear channel & jetBlue. |
Results
| Wrote and placed 33 contributed articles under the byline of the CEO and VP of Marketing. | Provided a regular stream of leads from brands like AFLAC, Atlanta Hawks and Cleveland Clinic. | Secured media coverage in key outlets, including business and investor-friendly media like The San Francisco Business Times, Bloomberg West & CNBC. | Secured regular placements in target marketing outlets, such as AdWeek, MediaPost, Mobile Commerce Daily, Website Magazine, MarketingProfs, iMedia Connection, CMS Wire, DM News & many more. | In 2014, StarStar’s parent company Zoove was successfully acquired by SMS provider MBlox . |
