Public Relations
Every enterprise has stories to tell. And small packages knows how to frame and position your news, case studies, research, products or capabilities to your best advantage.
Public Relations is the most effective way to form favorable public opinion. Sustained media coverage establishes credibility, communicates your company's qualifications, increases awareness, and will, over time, build you and your organization into a media source for your industry.
DoubleClick
- CONTENT DEVELOPMENT
- PUBLIC RELATIONS
The premier provider of digital marketing technology and services
Goal:
- To develop a PR launch for Doubleclick's new research division, Diameter, that would catch the attention of prospects, the media and industry analysts.
Results:
- Established Diameter as a new and credible source for online advertising and user metrics
- Successfully placed Diameter in key print and online publications
- Introduced new Diameter and its staff to the industry and analysts
THE CHALLENGE
Double Click wanted to create buzz for the new research division they were launching. Their strategy to position Diameter at a distance from Double Click led them to seek professionals outside of their own in-house PR department.
THE SMALL PACKAGES SOLUTION
Content Development
PowerPoint presentations on and demos of each of Diameter's products were developed to showcase their capabilities. And we used metrics obtained from using Diameter's software products to create visual snapshots that were published in trade magazines like Ad Week and the Financial Times.
Public Relations
The company and its business-to-business online marketing metrics products were presented simultaneously to the media, industry analysts, and its target audience, advertising and marketing professionals. We organized a catered industry coming-out party and set up computer stations where guests could view PowerPoint presentations on and demos of each of the products and their capabilities. News releases were disseminated to the media and analysts with interviews scheduled. Application stories were written based upon the product's beta users.
THE RESULTS
The PowerPoint and demos proved to be powerful tools for Diameter's sales department. Press releases and interviews were piced up by publications such as The New York Times, Financial Times, eCommerce times, Ad Week, Business.com and more.
