“We are very impressed by Attain’s innovative PR approach and their ability to get customers involved in media outreach. Their efforts yielded us multiple feature stories in high profile publications.”
BitArmor was a fast-growing security software company based in Pittsburgh and was acquired by Trustwave. BitArmor offered breakthrough data protection software that protects data wherever it goes.
BitArmor was excited about the innovative technology they had developed and its potential to appeal to many markets, but the marketing team was having trouble attracting the appropriate level of media attention and press coverage. BitArmor turned to Attain to improve their PR results and launch their latest product update.
Strategy & Tactics
As a first step, Attain helped BitArmor position its product in light of industry trends. Next, we developed higher-level business messaging that would better resonate with top tier press and key influencers. To build company credibility, Attain worked with BitArmor to “think outside the box” and identify a list of potential third-party supporters who would be willing to participate in the company’s launch activities.
Self-centered requests for a product endorsement often fail, so Attain helped BitArmor develop a compelling “win-win” proposition to secure customer and partner support for the announcement. Recognizing that smaller customers with a great story and interesting application can be just as effective as a major customer, Attain helped BitArmor identify and groom an evangelistic spokesperson to successfully champion the message and BitArmor story.
To publicize the product update, Attain crafted a PR 2.0 friendly press release that focused on the industry appeal of the product with quotes and endorsements from a top industry analyst and several customers. Finally, Attain carried out targeted outreach and set-up meetings with key industry influencers.
The result was a blockbuster PR campaign with pickup in over 200 quality online outlets and stand alone feature coverage and case studies in BitArmor’s target publications – all which contributed to greater brand awareness of BitArmor and its products.