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Media Relations | Soft-Launch Campaign
Objectives:
Through
a short-term
media relations
campaign,
HRPath
Inc. wanted
to position
itself
among current
and prospective
business
customers,
partners
and investors
as the
leading
on-line
human resources
content
and service
provider.
The company
also wanted
to build
its customer
base measurably
as a result
of the
campaign.
Solution:
Watermark
Group developed
and executed
a three-month
momentum
campaign
designed
to help
achieve
the Client’s
primary
objective,
as well
as to build
general
awareness
of the
new company
as a going
concern
and drive
traffic
to its
website.
We developed “boilerplate” language
for the
Client,
and an
information
kit comprising
FAQs, fact
sheets
and a company
profile.
We targeted
media,
and developed
and pitched
a series
of staged
news releases
designed
to generate
buzz.
Results:
The momentum
campaign
generated
media coverage
in key,
high-visibility
outlets
in both
industry
trades
and business
media,
including
The Industry
Standard,
MSNBC,
San Francisco
Business
Times,
The Wall
Street
Journal and WSJ
Interactive. WSJ tapped
HRPath
expertise
at least
twice during
the results-monitoring
stage,
helping
to establish
the company
as a credible
industry
source.
Traffic
to the
Client’s
website
increased
1600% from
campaign
start to
finish.
The Client
retained
12 new
client
companies.
Added Value:
Watermark
Group facilitated
HRPath
through
the process
of developing “boilerplate” language
to clearly
communicate
the company’s
service
offering.
This exercise
helped
the Client
articulate
its offering
to prospective
customers
and investors,
and in
other venues
as well.
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