Open Garden was looking to raise its profile, debut new WiFi technology and build on the platform’s ecosystem. Challenges abounded because mesh technology was new on the scene and jargon-heavy. At the same time, while still considered a seedling industry, the software-based network market was quickly flooding with big name competitors and young upstarts.
Facing these challenges, we put together a strategic three-month PR campaign, anchored by a busy slate of industry events and the forthcoming version 2.0 launch. In order to reach Open Garden’s key audiences — current and potential investors, industry experts, telecom analysts and the general public – we set three objectives for the PR campaign:
- Build awareness of Open Garden’s value, innovation, and ease-of-use by leveraging the launch of version 2.0 with press and the funding community
- Increase investor trust through global media coverage that validates opportunity
- Evangelize the Open Garden brand
Targeted outreach timed around two news events resulted in dozens of in-person and phone briefings with key influential technology and telecom media read by Open Garden’s target audiences.
As a result of these efforts, positive feature articles appeared in the most influential and buzzworthy outlets read by the investor and techie audiences Open Garden sought — TechCrunch, GigaOM, The Next Web, Tech Investor News and Pando Daily.
Open Garden’s 2.0 launch. Popular app review outlets such as AppNewser, Android Guys and Talk Android pumped up the solution to their consumer readers. The top telecom and mobile publications were also on board, with features in FierceBroadbandWireless, Daily Wireless and Mobile Marketing Magazine to name a few.
In three months, we secured over 70 pieces of coverage across several media verticals, thereby successfully engaging 100% of the target audiences desired. Traffic to the Open Garden site grew 100% and downloads of the app increased 25% over a few days.
CEO Micha Benoliel said, “The 70+ articles helped us secure new funding.”