Public Relations
Periodic Events
New Company & Product Launch Marketing
How will it help me sell?
Existing businesses launch new products often and must reach into the people who make buy decisions in their markets. New companies need to create awareness of their creation, products and markets.
We have created communications to launch several new companies and a range of products to inform the buyers of their existence and benefits.
- National Archives Publishing Company (NAPC) – New Company Launch. Executives of ProQuest, a leading database publisher, determined to acquire segments of its business from the parent. They bought the existing business units UMI Periodicals and Xanadu as well as the plant and manufacturing operations and a long-term agreement to make microfilm and digital content for ProQuest.
We counseled with the management of the new firm and worked closely with both companies to communicate the decision for NAPC to buy the businesses and become a start up business with several million in revenue, 5,000 customers and hundreds of employees. Our role was to plan communications, draft various announcements, prepare comments for the CEO and executives to speak to employees and deal with media.
- Junglee – New Company Launch. Junglee was a virtual database company started in 1995 and sold to amazon.com in 1998 for stock then valued at $180 million. Our job was to announce the business and direct analyst and press relations, setting tours, writing material for press and case studies, and building relations with customers. We attained excellent analyst coverage and the press began to follow the company’s growth and progress until its acquisition.
- ABN AMRO Mortgage Group’s mortgage.com – New Product Launch. ABN AMRO acquired the mortgage.com name after that Florida-based firm was swallowed up in the e-commerce downturn of 2000-2001. This allowed ABN to move into the direct-to-consumer market channel and provide mortgages online – a new channel to complement the firm’s work with mortgage brokers. The channel grew to more than 10 percent of the firm’s mortgage business within two years.
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