Stratix

Market Influence and Brand Awareness Through Targeted Press

Stratix, a managed mobility service provider, looked to Media Frenzy Global to provide a strategic perspective of reaching new targeted media, developing executive content, and driving the PR narrative in leading vertical magazines.

How does a 30-year established company in the enterprise mobility market, reach into new verticals to drive brand awareness and develop a thought leadership position? With an overall share of voice at 10% and 45% PR Health Scores* ™ (before initiating a comprehensive PR program), this company looked to Media Frenzy Global to provide a strategic perspective of reaching new targeted media, developing executive content and driving the PR narrative in leading vertical magazines.

Objectives

Build awareness with key decision-makers in mid-market to large enterprises spanning the Retail, Manufacturing, Supply Chain and Transportation sectors.

Leverage the deep industry expertise of Stratix executives as go-to thought leaders on specific enterprise mobility issues and pain points.

The Solution

Developed an overarching media relations strategy from the inception of the campaign to craft a roadmap that encompassed the 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 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 them 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 their SME's as thought leaders, to instantaneous comments and rapid responses on trending topics in the tech and mobile spaces. Because of this strategy, they have consistently been featured across industry trade-focused publications with a strong variety of features and brand mentions.

The Results

As a result of strategically vertically focused 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. Since 2019, Media Frenzy Global has achieved almost 140 media placements with a combined 345 million impressions. This 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, the results yielded almost 10 percent of their website traffic being driven from the media coverage attained.

*PR Health Scores ™ is Media Frenzy Global’s exclusive formula that assesses a brand’s overall market awareness. The score is calculated by three core elements including the depth of media coverage a brand has received, the audience reach of the said coverage and a brand’s overall share of voice compared to its top competitor.

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