How does a legacy company drive awareness across several new client verticals? Stratix has been an established name in enterprise mobility for over 30 years, but how does this brand expand its reach in the digital age?
With an overall share of voice at 10% and 45% PR Health Scores in 2017, Stratix looked to Media Frenzy Global to provide a fresh perspective and stretch Stratix messaging beyond its current siloed audience. Through a strategic media relations program, the goal was to increase brand awareness across Stratix's key client verticals and into industry trade publications.
Build awareness with key decision-makers in mid-market to large enterprises spanning the Retail, Manufacturing, Supply Chain and Transportation sectors. Position Stratix executives as go-to thought leaders on specific enterprise mobility issues and pain points.
Developed an overarching media relations strategy from the inception of the campaign to craft a roadmap that encompassed Stratix's managed mobility Value Proposition, Key Company messages and Proof Points to entice industry media and research analysts.
Expanded brand visibility across key verticals in retail, tech, manufacturing, supply chain and transportation. Created a variety of engaging content targeted for specific industry audiences to raise awareness of Stratix in the top media titles their potential clients were reading.
Executed a vertical-focused media strategy. This began with successful outreach at the National Retail Federation’s Big Show. The result was over 20 pieces of coverage achieved from retail journalists and analysts (from the likes of Forrester, Gartner and IDC Research) during the conference.
Leveraged media interviews and analyst briefings to strengthen industry relations and position Stratix as an Innovator in managed mobility across industries.
Created a content bank to house brand perspectives, responses and messaging to in turn pitch to leading vertical publications.
Focused outreach on long-form content like byline articles and features to further position Stratix SME's as thought leaders, to instantaneous comments and rapid responses on trending topics in the tech and mobile spaces. Because of this strategy, Stratix has consistently been featured across industry trade-focused publications with a strong variety of features and brand mentions.
As a result of Media Frenzy Global's media relations program, Stratix was able to achieve consistent media placements in publications like: Retail Dive, CRN, Industry Today, Inbound Logistics, Industry Week and Apparel Magazine. To date, Media Frenzy Global has achieved a total of 190 media placements with a combined 427 million impressions. Stratix's coverage led to a significant rise in share of voice (62%) and PR Health Score (69%) for the brand at the end of 2019 across its preferred audiences. Most importantly, our results yielded almost 20 percent of Stratix’s website traffic driven as a result of the media coverage attained.
Throughout our engagement, we’ve formed strong relationships with Stratix's vertical-specific trade media contacts and continue to share many engaging pieces of content. This cadence of content across many different trade and national outlets led to an increase in brand awareness and helped position Stratix SME's as sought out industry experts.