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Clients: Case Studies
Case Study: Attensa SEM PROverview Attensa, the leading developer of RSS software for businesses, partnered with Anvil Media to create an integrated SEM PR marketing campaign to promote new product launches and ongoing product marketing. The overall goal was to replace traditional PR efforts with a more targeted approach to grassroots outreach and interaction with influencial bloggers and online journalists, in conjunction with leveraging concurrent SEO and paid advertising efforts. Objective Anvil's objective was to increase online coverage for Attensa and boost the number of software downloads. Challenge Attensa is a relatively new startup in the enterprise software industry, and competes directly with entrenched contenders that many in the IT industry are already familiar with. Strategy Anvil's strategy was to track all online mentions of Attensa and its competitors, in order to build profiles of writers who were supporters, detractors, or otherwise familiar with the industry. Once the landscape had been established – with a media contact list of over 300 sources, 3 times the initial list – the profiles were used to segment publisher channels and create custom outreach strategies for product launches, as well as fill the organic and paid search channels with parallel messaging. Results After a few months of initial research, the wheels were fully put in motion for a new product launch – RSS readers for Mac, Windows, and Outlook. The following results were generated from July to August during the SEM PR campaign:
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