New Product Launch and Corporate PR
Umbria is a consumer intelligence company that analyzes and distills the opinions and perceptions of the online world – consisting of more than 22 million blogs, message boards, opinion sites and other public forums – into actionable insights about companies, products, people and issues.
Public Relations Need
Umbria’s public relations partner in May of 2005 to launch the company and its new product offering to the mainstream technology/ business press and analyst community, as well as to gain visibility with a variety of verticals to target Umbria’s current and potential client base. Before hiring GroundFloor Media (GFM), Umbria had minimal news coverage and limited industry recognition.
With driving company sales as a key factor to success, GFM’s team developed a PR strategy to drive overall brand awareness about Umbria and its brand while educating businesses and consumers about the blogosphere as this new internet medium quickly emerged in the public eye. GFM sought to position Umbria as the single market and thought leader when it comes to using blog entries, while also differentiating Umbria from its perceived competition by demonstrating its distinctive value proposition and unique technology.
Public Relations Strategy
GFM’s strategy consisted of first creating credible resources and materials to elevate Umbria’s position in the already crowded market. The team recommended first introducing Umbria’s senior leadership to key media influencers in the industry with a face to face New York City media tour. GFM conducted an in-depth media training and messaging session to develop a communications platform for Umbria for a well poised entry with the East Coast press. After building a phenomenal media blitz following the successful press tour, GFM’s team continued to provide fodder and industry content to flame the momentum seen in recent months. Over the next few quarters, the team implemented a highly influential speakers bureau to begin positioning Umbria’s senior management with high level panel and speaking opportunities at key industry conferences. GFM’s team also executed a two-day analyst road show to help the analyst community understand new offerings and educate them on the benefits of Umbria’s marketing tool.
Since the relationship began in May 2005, GFM has secured feature coverage for Umbria in some of the nation’s most respected media as well as secured various high profile speaking engagements for Umbria’s senior management team.
- Coverage included The Wall Street Journal, Newsweek, Fortune, Fortune Small Business, CNN, ESPN, Business 2.0, AdWeek, The Washington Times and multiple mentions in BusinessWeek.
- GFM coordinated one-on-one analyst meetings with the industry’s most influential firms including key blogosphere “watchers” from Forrester, Gartner, Yankee Group, Patricia Seybolds Group, Jupiter Media, IDC and RedMonk.
- GFM arranged for speaking opportunities at the Consumer Electronics Show, Digital Hollywood, Igniting BUZZ, BlogON and Fall Focus.
“Ground Floor Media is a terrific partner. As a new company in the nascent industry of monitoring and measuring consumer opinion online (from blogs, message boards and other public forums), cultivating opportunities to educate business and marketing leaders about this new area of market research – through the publications they trust – is critical,” says Willow Baum Lundgren, former director of marketing for Umbria. “In only a few months, GFM helped us achieve widespread awareness through national business and marketing press, and continues to keep the momentum high.”