WESTFORD, MA: TechMarcom, a new firm headed by hi-tech veteran Jon Boroshok, has opened its doors with the mission of serving emerging dot-com companies that are being turned away by larger agencies.
WESTFORD, MA: TechMarcom, a new firm headed by hi-tech veteran Jon
Boroshok, has opened its doors with the mission of serving emerging
dot-com companies that are being turned away by larger agencies.
Like many observers of the hi-tech space, Boroshok, a former Lernout &
Hauspie Speech Products senior marketing communications manager,
believes the PR market is bursting with opportunities for firms willing
to take on smaller accounts.
’Most large agencies are at full capacity and then some,’ he said. ’They
won’t take on a client for less than dollars 12,000 a month, which often
presents a problem for dot-com companies that aren’t yet
established.’
Rather than working with retainer clients, TechMarcom will provide
service on a contract, project or hourly basis, with billings ranging
from dollars 3,000 to dollars 5,000 per month. Shortly after opening its
doors, the firm landed several clients for small projects, including
SoftLock.com, NatWest Bank and DiscJockey.com.
Boroshok said TechMarcom will handle a wide range of marketing tasks,
including launch and rollout planning, analyst relations and special
events.
He added that he is developing a migration strategy for smaller dot-com
clients whose business will inevitably grow, and plans to refer them to
larger agencies.
The agency is also doing project work for Mullen, and has received
referrals from agencies like Sterling Hager. ’If I do my job, one year
from now, none of my current clients will be my clients,’ Boroshok
said.
In addition to his experience at Lernout & Hauspie, Boroshok has served
as senior PR specialist at Sybase and also worked at Poppe Tyson, a BSMG
company.
