InfoMart

Taking HR Technology to the National Stage

InfoMart is a globally recognized background screening company headquartered in Atlanta. Despite their wealth of expertise in background/identity screening, new employee onboarding, and a burgeoning media presence on the local level and within the HR space, national awareness however of the firm’s capabilities was relatively low.

InfoMart enlisted Media Frenzy Global’s depth of media expertise to secure national press coverage with the goal of increasing brand awareness and pushing the company’s Share of Voice ahead of their direct competitor.

The Solution

Our team conducted an interactive PR messaging and storytelling workshop with InfoMart to curate a comprehensive roadmap/review of the company’s HR technology Value Proposition, Strategic Positioning, Key Company Messages and Proof Points that would appeal to national media.

Developed and sharpened InfoMart’s competitive messages and key differentiators in the background screening space specific to vertical industries to further establish a clear, succinct and unique messaging where thought leadership and other forms of content will be built upon.

Conducted secondary research - including an analysis of the current state of the background screening industry by vertical as well as InfoMart’s direct competitors - to shape market messaging and narratives that resonated best with each target audience.

Created a strategic Annual Media Relations Plan to support the company’s goal to achieve national media coverage. Targeted quarterly plans were based on the overall messaging derived from the PR messaging and storytelling workshop, as well as the original secondary research conducted and the vast experience of the Media Frenzy Global’s PR team.

Generated a trends and issues content bank where the Media Frenzy Global team pulled from to create a series of ongoing media materials (such as rapid media response requests, contributed articles and press releases). This content was pitched to leading industry trade and national media publications to showcase InfoMart’s value across various markets.

Repurposed content where needed across multiple verticals to solidify InfoMart as a market leader and expert source on a national and global level.

Campaign Objectives

Increase awareness of InfoMart’s key offerings as leader in providing cutting-edge, first-to-market background and identity screening innovations among national global audiences.

Position InfoMart’s key HR executives as subject matter experts.

The Results

Our strategic media relations plan resulted in ongoing national media features in Entrepreneur, Fast Company, MSN.com, Inc, and top tiered industry publications such as TechTarget, Human Resource Executive and HR.com. In fact, InfoMart saw an average of 8-10 times more increase in more media hits and achieved a 14% increase in their share of voice over their top competitor. Additionally, InfoMart’s media coverage received over one billion media impressions in 2018, a 120% increase from 2017.

This has led to a greater awareness of the company and has effectively positioned InfoMart as a leading authority in background screening within their industry.

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