Interland: Putting a Price on PR
After relaunching itself as a full-service internet service provider for small businesses, Interland (now Web.com) needed to create buzz around its premium offerings to the SMB market. The company had been “dark” for over a year and had no strategic partners or defined goal for media efforts.
They needed visibility and they needed it fast. So they turned to Arketi Group.
HOW WE DID IT
Working hand-in-hand with Interland’s marketing department, Arketi developed a flexible PR strategy that incorporated multiple tactics to achieve the ultimate goals of establishing a media footprint, cultivating a customer audience and building credibility.
MEDIA RELATIONS With one of Interland’s challenge’s being a lack of a media footprint, Arketi brainstormed tactics to put Interland back on the radar. Through bylined article development, media outreach and editorial calendar pitching, the team remained in contact with major industry analysts and aggressively sought award opportunities.
THOUGHT LEADERSHIP Using a survey campaign, Arketi built thought leadership credibility that centered on the quarterly release of the Interland Business Barometer. In addition, the team pitched form media placements that were developed into “site of the month” columns for Interland’s customer newsletter.
CHAMPION CUSTOMERS The PR team used any opportunity to turn a happy customer into a “champion,” and used these positive interactions as a the basis for case studies.
INTEGRATED EFFORTS Rather than reinventing the wheel, Arketi evaluated previous PR and marketing efforts to repurpose successful projects. Previously-recorded educational webinars and customer case studies resurfaced and were promoted using PR tactics to pitch for media placements.
THE RESULTS WE ACHIEVED
The tightly integrated PR and marketing program delivered impressive results, starting with extensive coverage in Entrepreneur, BusinessWeek, USA Today, Investors Business Daily, and other key business publications. These placements garnered a total audience of more than 95 million – which would have cost well over $1 million if purchased as advertising. In addition, PR efforts helped Interland earn nine industry awards and drove attendance to the company’s thought leadership publications.
These efforts were also recognized with several awards, including the Public Relations Society of America’s Phoenix Award for Marketing Business-to-Business.
“Arketi Group always thinks BIG and innovates to find the best way to grow. Arketi developed proven programs that drove the business and our brand.”
John Lally, Vice President of Marketing, Interland