A company launch requires careful planning. While it's tempting to share the news to a broad audience, it's not advised to hope that coverage sticks somewhere. Instead, B2 Communications prefers to create a customized media strategy for a company launch. This strategy should underscore the company’s unique value, focus on the target audience, reach that target audience and set measurable goals.
A new Microsoft Cloud AI partner Trofeo was launching its business in May 2024 and wanted to make business leaders and decision-makers in Tampa Bay aware of its services. Trofeo approached B2 and the two businesses started to create a plan to launch the brand.
While the technology landscape is competitive, B2 understood that Trofeo offered a unique proposition to its audience. Trofeo was founded by cloud industry veterans who offer client-focused Microsoft Azure strategy and implementation services versus other providers that change clients’ operations.
Solution
To better understand Trofeo’s goals and target audience, B2 conducted several planning sessions with Trofeo’s founder and CEO. Once the team had a strong understanding of Trofeo's target audience, B2 began its media research through a targeted analysis of publications that would allow Trofeo to reach Tampa Bay business leaders and decision-makers.
With 60 days until the company launch, B2 created a targeted media list that consisted of local Tampa Bay business outlets and technology trade publications. Specifically, Trofeo wanted to secure coverage in Tampa Bay Business Journal as more than half (56%) of its readers are business owners, partners or top management. In addition, four out of five of its readers influence company decisions, based on its readership profile.
B2 drafted the company launch press release, including information on Trofeo’s mission, core services and investors. With the targeted media list and final press release, B2 began its media relations efforts by sharing customized pitches with reporters just before the press release was distributed on BusinessWire.
Success
Trofeo successfully launched its brand on May 1, 2024 with the help of B2 and secured an interview with Tampa Bay Business Journal’s technology reporter – a key target for Trofeo. The story ran online and in the Tampa Bay Inno newsletter.
B2 also secured coverage in Tampa Bay Business Journal, Tampa Bay Business and Wealth, Cloud Computing Magazine and more. News of the company launch reached a total potential audience of 2.98 million individuals, with 264,547 of those being Tampa Bay business leaders and decision-makers.
It was the start of an ongoing partnership. B2 showcased its attention to detail and strategic media relations capabilities, emphasizing the need for targeted communications to a specific audience that is interested in the news.