Envysion, a video surveillance provider based out of Louisville, CO, wanted to expand its presence in the security, retail, and restaurant industries, as well as create a presence in the untapped hospitality and IT markets.
With its AOR Catapult Public & Investor Relations, the company also sought to position itself as a leader in the field of managed video as a service, or MVaaS, which is a term that Matt Steinfort, CEO of Envysion (pictured), says the company coined.
By gathering news relevant to each market sector, the PR team was able to put out press releases in each of its targeted sectors on the same day to maximize media coverage.
The team also offered Steinfort as a spokesperson for the company and MVaaS when it conducted media and analyst interviews, says Terri Douglas, principal and cofounder of Catapult Public & Investor Relations. “We wanted to create industry buzz,” she adds.
Prior to the launch of the news releases, the PR team held briefings with analysts and editors to discuss Envysion's services and the concept of MVaaS, Douglas says. After the release, it added live demos of the product to the Web site as a means to better educate potential clients and the media. “We wanted to educate the new business segments,” Steinfort adds.
In addition, Envysion launched a blog, which went live the same day as the news releases and acts as a forum for industry experts and employees to discuss MVaaS.
Envysion received coverage in 17 trade magazines, was featured in six analysis research reports, and achieved media hits in Fortune Small Business and Inc., Douglas says. It also saw its Web site visitors increase from less than 97 a day to about 134 a day.
The company plans to launch another PR effort in the third or fourth quarter of 2009, Steinfort says.
PR Team Envysion (Louisville, CO) and Catapult Public & Investor Relations (Boulder, CO)
Campaign MVaaS launch
Duration June-September 2008