Internet service provider Interland (now Web.com) undertook a “new line of business launch” that focused the company on selling premium offerings – web design and online sales and marketing solutions – through strategic partners.
Interland’s marketing team needed to ensure PR efforts were tightly coordinated with other marketing tactics to ensure maximum synergy across an integrated marketing spectrum.
- CAN SPAM
Charged with establishing a media footprint, cultivating customer champions and building credibility for Interland, Arketi architected and executed a PR program rich in tactics tied directly to each strategy.
To establish a media footprint for Interland, the team undertook a number of tactics, including: maintaining news flow, bylined article development, media outreach and editorial calendar pitching. The PR team remained in contact with the major industry analysts following the hosting and online services space and aggressively sought award opportunities. The PR team leveraged every opportunity possible to turn a happy customer into a "champion." To build thought leadership credibility, Arketi constructed a survey campaign that centered on the quarterly release of the Interland Business Barometer.
The PR team also worked very closely with the marketing department to repurpose PR efforts to help support each other. Examples include a highly successful educational webinar program, which was promoted through PR efforts and used PR tactics such as customer case studies and Business Barometer findings as well as customer stories the PR team pitched for media placements that were developed into "site of the month" columns for Interland’s customer newsletter, used in numerous marketing vehicles to its current customers and distributed through direct channels.
The result was an impressive PR program tightly integrated with and supporting Interland’s marketing effort.
Interland received extensive media coverage in its key publications. Through media placements in Entrepreneur, BusinessWeek, USA Today, Investors Business Daily and others, the company reached an audience in excess of 95 million, earning a media ad equivalency value north of $1 million.
Just as importantly, PR drove inbound sales calls, helped the company earn nine industry awards and succeeded in driving more attendance to educational webinars than the paid media promoting the events.
Interland has won several awards for marketing programs developed by Arketi Group: