Adam Novak
Senior Vice President, Technology | Boston, MA
Flexential: Raising Visibility in the First 90 Days and Beyond with Media Relations & Thought Leadership
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Retail SOV Increase YoY
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Enterprise SOV Increase YoY
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Increase in total number of articles over Q4 2018
Introduction
Creating Business Appeal for an Emerging Technology Company
Through aggressive and fast-moving campaigns, PAN quickly executed an effective strategy that proved the value of working together within months. Utilizing thought leadership, strategic media relations and Voice of the Customer services, PAN moved Flexential beyond the perception of being an infrastructure provider to a trusted voice on trending technology issues.
Flexential sought high visibility in a crowded market and the power to influence the business community. It takes a unique communications strategy to give an IT infrastructure company high level business appeal. We helped Flexential showcase their expertise to provide thought leadership to that community.
The Challenge
Flexential faced very tough competition for visibility from considerably larger companies.
When going head to head against large, publicly-traded, multinational tech giants, it can be difficult to create awareness. You have to be strategic and creative in order to make inroads to high level visibility. PAN brought the know-how to find a way forward based on their potential that the incumbents didn’t recognize.
The Solution
Strategic Media Relations
Flexential provides the infrastructure that powers strategic technology that people care about such as 5G networks, edge computing and AI. PAN worked closely with Flexential to identify trending topics, shape unique perspectives and engage the right audiences. PAN leveraged its media relationships and engaged top tier media on these issues. The result was an exponential increase in media exposure.
Executive Thought Leadership
PAN, using the bench of Flexential executives, created a strategic platform of trending topics. We used our monitoring and listening engine to highlight market trends and used data to validate why a topic was relevant, using technology and data to make decisions. That’s a differentiator for PAN.
Voice of the Customer
The Jefferson County (Colorado) school system hired Flexential to install a dedicated fiber network and migrate from outdated on-premise technology to a private cloud solution. As the district of Columbine High School, Jefferson County’s use of this technology to increase security in schools created a story that resulted in high profile coverage including The Wall Street Journal. VoC strategies featuring Flexential customer Major League Baseball (MLB) also delivered big-league coverage with Forbes.
The Impact
Built thought leadership & increased media exposure.
Within one quarter of working together, PAN exceeded Flexential’s goals to secure top-tier media interviews, build thought leadership platforms for executives and increase media exposure for the company.
Total mentions soared from 106 in Q1 2018 to 2,232 by Q4 2019. Quarter over quarter impressions increased by over 300%. Average overall share of voice went from 4% to 6% – a 50% increase.