Case Study

LCI’s Marketing Communications Plan Challenge, an online services hub for small business, faced a particular challenge in its communications plans – they had no news. LCI’s goal was to create a positive spin on’s upcoming revenue strategy change – going from a free service to a fee-based one.


LCI’s marketing communications plan was to created a market-by-market grassroots campaign using clients as examples of the efficacy of’s services and thereby created a value proposition for free-to-fee.

Public Relations Campaign Results:

LCI’s marketing communications plan achieved media placements in tech trades, vertical market trade and general business titles including: The Wall Street Journal, Business Week, The New York Times, USA Today and PC Magazine.

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