Establishing a Global Brand in the U.S.

PPRO is a global e-payments company headquartered in London, England with a U.S. office in Atlanta, Georgia. PPRO had yet to establish their brand in North America upon the launch of their new office in October of 2017.

The payments company tapped Media Frenzy Global to lead their introduction to the U.S. market and increase brand awareness through targeted, education-focused media relations to secure national and industry trade media coverage.

The Solution

Conducted a PR messaging workshop with PPRO to explore the breakdown of the global payments industry and the role that PPRO plays in it. This session drove the identity for the brand's introduction into the U.S. market. We focused on PPRO's core messaging to develop a concise strategy to establish PPRO in the U.S. market and align the brand with trending themes in the payment and fintech industry.

Honed in on PPRO's key messaging to establish a distinct plan for targeted vertical media outreach to develop the platform for PPRO entering the U.S. market.

Developed an annual media relations strategy to align with the PPRO marketing and business objectives. KPI's were segmented quarterly to ensure that all media relations tactics supported the overall U.S. expansion.

Created a wealth of relevant story ideas, news headlines and defined key vertical publics to support the media relations strategy.

Developed a strong variety of content for PPRO's SME's on pertinent topics in the payment industry. We ensured a variety of coverage depth to share PPRO's messaging in both short and long form. With this cadence of thought pieces and rapid responses, PPRO was consistently featured in both trade and national business publications. This led to a good balance of both brand mentions and featured articles catered to their target audience.

Raised awareness for the brand through strategic partner marketing initiatives. By aligning the brand's messaging and educational outlook with that of its partners, PPRO was able to leverage outstanding media coverage and develop strong relationships with several key industry partners. These themes were in turn relayed into speaker platforms for PPRO executives to present at leading industry conferences to raise further awareness and garner targeted industry press.

Campaign Objectives

Establish awareness of PPRO as leader in providing cross border payments across global regions for merchants through PSPs to the U.S. market through targeted national and trade media outreach. Develop thought leadership platforms to launch PPRO's SMEs as industry experts.

The Results

As a result of Media Frenzy Global's media relations program, PPRO was able to garner media placements in national publications like: CNBC, Yahoo Finance, Fortune and Entrepreneur, trade publications: PYMNTS, Payments Source, Payments Journal and Tearsheet, and local publications: Metro Atlanta CEO, Atlanta Business Chronicle and Hypepotamus. Taking a higher level look, this led to a total of 86 media placements with more than 80 million impressions combined. PPRO saw a sharp rise in share of voice and their range of media placements sparked awareness across their key publics.


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