LCI’s Marketing Communications Plan Challenge
Bigstep.com, 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 Bigstep.com’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 Bigstep.com clients as examples of the efficacy of Bigstep.com’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.