Building Brand Awareness Following a Landmark Acquisition

Technology

Sep 25

A large public company made its biggest acquisition to date and was looking to build brand awareness for the newly acquired business line.

Objective

A public company completed a 10-figure acquisition of a technology company and sought to build brand awareness through strategic publicity efforts. While the acquiring company had an established media profile, the acquired brand did not; and its niche, engineering-focused technology lacked broad, mainstream appeal.

ERPR was engaged to build out the business line's media exposure and develop a framework for ongoing coverage opportunities for a technology that had struggled to gain media traction.

Strategy

Our initial three-month engagement mapped out engagement opportunities and identified storytelling angles for the business line. We also developed a thought leadership strategy that leveraged internal expertise to create more frequent opportunities for media engagement and brand exposure within key trade publications.

Results

The initial engagement established the foundation for ongoing media engagement and leveraged key brand points to generate mainstream media coverage for a niche technology. This was accomplished with a single corporate news item, relying solely on strategic storytelling.

Sample Coverage

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Rachel Allgood

I have two decades of experience as an entrepreneur, as well as working as an executive for the Fortune 500, including Cablevision and Cox Media Group. I have launched new companies and brands, corrected courses with leadership teams, and reinvented businesses. My outside perspective enables me to objectively view obstacles, discover opportunities, and clarify messaging. Often times, the primary deliverable is a website and I am so grateful to Squarespace for creating a rapid development tool that scales and provides an e-commerce option at a reasonable cost.

https://rachelallgood.com/