BOSTON: Backup and recovery service provider Carbonite has selected PAN Communications as its PR AOR with the goal of helping it move into the small and medium-sized business market.
Carbonite, which brought on PAN last month, selected the agency out of five firms in the RFP, said Pete Lamson, SVP of sales and marketing at the company.
Finn Partners previously worked on the account. The relationship ended in the fourth quarter of 2013, said Lamson.
Howard Solomon, managing partner of Finn Partners, said in a statement: “After consideration, we elected to not participate in their agency search, and after nearly three years together we parted ways amicably. We are very proud of the work we did together, and we wish them all the best."
Lamson said Carbonite chose PAN as its partner because of the firm's experience with small business and channel sales and marketing.
“Carbonite has recently completed a transition from our consumer-focused roots into the small business space coupled with a change of our go-to-market plan where we are driving the majority of our new business through the channel,” he explained.
PAN, with a team of six staffers on the account, is tasked with handling all PR efforts for the company, including media outreach, thought leadership, content generation, and some social media work.
The goal for bringing on PAN is to help Carbonite “effectively communicate our value proposition of very cost effective and secure back-up for small businesses, as well as to help educate the channel of the advantages of cloud-based business continuity,” said Lamson.
He added that the contract on the account is for one year, and he declined to disclose budget information.