SAN FRANCISCO: Extended warranty service provider SquareTrade has selected Frank PR USA as its first AOR after conducting an informal review.
SquareTrade picked Frank PR from a group of 10 agencies, said Jessica Hoffman, director of corporate communications at the company. She added that MWW also impressed her during the review.
Frank PR is tasked with helping SquareTrade “build the first consumer brand in the industry,” explained Hoffman.
She added that consumers often have negative experiences with warranties when it comes to customer service, and the company is focused on making consumers happy.
“There's this very exciting evolution that's happening where we're building a brand that people love because we differentiate ourselves in the market based on great customer experiences,” said Hoffman.
For the initial one-year contract, the firm will focus on media and blogger relations, targeting consumer, technology, lifestyle, and national press outlets. Hoffman said Frank PR will also work with SquareTrade to tell its story in unique and engaging ways.
She declined to disclose the account budget, but said the company is doubling its investment in PR in 2013.
“Our overall corporate goal is to be a household brand when it comes to protecting devices,” she said. “When it comes to specific PR goals, by the end of this year, I want to double recognition through consumer press.”
Last July, UK-based Frank PR entered the US market with an office in New York.
Other Frank PR clients in the US include Access Hollywood, Trulia, Sell It Now NY, and Syfy.