SupportSpace brings on Horn for PR, interactive

SAN FRANCISCO: Cloud-based tech-support company SupportSpace has hired Horn as AOR for PR and interactive following a competitive review.

SAN FRANCISCO: Cloud-based tech-support company SupportSpace has hired Horn as AOR for PR and interactive following a competitive review.

It is the first time SupportSpace has hired an agency for either PR or interactive support, said Marilyn Callaghan, director of marketing at the company.

SupportSpace issued an RFP to find an agency to raise awareness, as well as to develop a website, video and web content, marketing collateral, and some banner advertising.

“We needed to raise awareness, so we needed PR,” Callaghan said. “But I also needed to build that marketing structure and all those channels."

Six agencies of various sizes pitched for the account, which has a one-year contract. The firms were invited to pitch for both interactive and communications, or separate work.

Horn was able to combine both services for a reasonable budget, Callaghan said.

“There's sort of a synergy so the interactive team knows what they are building towards and the PR team understands all the mediums they can use to get the message out,” Callaghan said.

Horn's media relations work will focus on business media and high-end technology publications. However, some companies do not want to be publicly acknowledged as customers.

“Horn has been working with us on trying to figure out ways to work with that and still get the media coverage and still put ourselves in that leadership position,” Callaghan said.

Specific interactive and communications budgets were not disclosed, but Callaghan said the company's entire marketing budget, which includes writing and advertising, analyst relations, and conference attendance, is about $500,000 per year.

Romina Varriale, account supervisor at Horn, will lead the account, with additional communications and interactive support from seven Horn employees. The agency rebranded from Horn Group earlier this month.

Horn began to work with SupportSpace on interactive on April 5 and communications on May 1. The agency's first major project is providing counsel on SupportSpace's website.

“How people engage and interact with the site is a critical first step that sets up the entire engagement,” said Tim O'Keeffe, MD at Horn. “Our job is to make sure that the right people are able to interact with the SupportSpace brand on their terms, and we are excited to partner with Support Space in bringing their story to the market.”

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