Flexential: Media Relations & Thought Leadership

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Introduction

Creating business appeal for an emerging tech company

Through aggressive and fast-moving campaigns, PAN quickly executed an effective strategy that proved the value of working together within months. Utilizing thought leadership, strategic media relations, and Voice of the Customer services, PAN moved Flexential beyond the perception of being an infrastructure provider to a trusted voice on trending technology issues.

Flexential faced very tough competition for visibility from considerably larger companies. When going head to head against large, publicly-traded, multinational tech giants, it can be difficult to create awareness. You have to be strategic and creative in order to make inroads to high level visibility. PAN brought the know-how to find a way forward based on their potential that the incumbents didn’t recognize.

140%

retail SOV increase YoY

86%

enterprise SOV increase YoY

1719%

increase in total number of articles over previous quarter

Solution

The know-how to move forward

Strategic Media Relations

PAN worked closely with Flexential to identify trending topics, shape unique perspectives and engage the right audiences. The result was an exponential increase in media exposure.

Executive Thought Leadership

Using the bench of Flexential executives, PAN used our monitoring and listening engine to highlight market trends and used data to validate why a topic was relevant.

Voice of the Customer

The Jefferson County (Colorado) school system hired Flexential to install a dedicated fiber network and migrate from outdated on-premise technology to a private cloud solution. As the district of Columbine High School, Jefferson County’s use of this technology to increase security in schools created a story that resulted in high profile coverage including The Wall Street Journal. VoC strategies featuring Flexential customer Major League Baseball (MLB) also delivered big-league coverage with Forbes.

result

Increased thought leadership & media exposure

Within one quarter of working together, PAN exceeded Flexential’s goals to secure top-tier media interviews, build thought leadership platforms for executives and increase media exposure for the company.

Total mentions soared from 106 in Q1 to 2,232 by Q4 the following year. Quarter over quarter impressions increased by over 300%. Average overall share of voice went from 4% to 6%—a 50% increase.

It takes a unique communications strategy to give an IT infrastructure company high level business appeal. We helped Flexential showcase their expertise to provide thought leadership to that community.”

Adam Novak, Senior Vice President at PAN