Cheshire, CT-based networking startup, Fiber Mountain, Inc., launched at Interop New York in September 2014, debuting its Alpine Orchestration System, Optical Edge Switch and Connectivity Virtualization solutions for hyperscale data centers.
- Matter was tasked with helping Fiber Mountain formulate its launch strategy; fine-tune its messaging and positioning and above all, insert its voice into the software-defined data center debate as a thought leader and true disruptor to the incumbent data center switch vendors. Fiber Mountain looked to Matter to generate both awareness and significant media coverage and arrange meetings with key analysts and influencers.
- Matter arranged a dozen meetings and briefings for Fiber Mountain’s CEO MH Raza as part of a pre-launch media tour in key tech market and media center, Boston. Tour resulted in positive, on-message coverage coinciding with the company launch at the Interop Conference.
- At Interop, Matter arranged fifteen additional briefings with key media, analysts and influencers for Fiber Mountain’s CEO.
- Subsequent to the media tour and launch efforts, Fiber Mountain received high impact news and feature coverage in key publications, including NetworkWorld, Forbes, Information Week, TechTarget/SearchSDN, Data Center Knowledge, Storage Switzerland, Computer Weekly, and more.
- Matter also secured meetings and coverage with key analyst firms including IDC Research, Forrester, Gartner, GigaOm Research, Taneja, Dell’Oro Group, and more.
- Matter assisted in developing and securing key relationships with both analysts and top-tier business press for regular conversations and columns including Network World’s Editor-in-Chief John Dix and Managing Editor, Jim Duffy.
- Fiber Mountain arguably stole the show at Interop. Its’ booth was packed with customers and potential customers interested in the technology; competitors were listening in on Raza’s presentation; and the media’s reaction was that Fiber Mountain was the most interesting new story at Interop. Jason Bloomberg, contributing writer at Forbes noted: “Mark my words: the 2014 fall Interop show will go down in conference history as the event that launched the [Fiber Mountain] Glass Core.” (source)
- Overall Results: Matter arranged 30 interviews and briefings between Fiber Mountain and industry analysts, technology and business press, bloggers and other key influencers that matter most in the data center and networking industry; 20 original articles were placed over a three-month period, totaling more than 30 million impressions.
- In early 2014, Modernizing Medicine informed the Matter team that it was CEO and co-founder Dan Cane’s “dream” to be featured on Wired.
- Knowing this could take time and several cycles to accomplish, Matter began exploring various ways to secure impactful coverage in the publication.
- After an aggressive period of well researched and concentrated pitching, the team broke through to renowned Wired healthcare technology reporter Daniela Hernandez with a focus on how CEO (former Blackboard CEO) Dan Cane has the potential to do for the healthcare industry what he accomplished for education, with the help of his Yale-educated co-founder Dr. Michael Sherling.
- Matter scheduled an initial interview with both of Modernizing Medicine’s co-founders and, after Daniela expressed interest in speaking with the company’s end-users, the team confirmed a follow-up interview with dermatologist Kavita Mariwalla and partner IBM Watson.
- The entire process took a few months, given the number of people Daniela wished to speak with, but Matter followed up diligently and met Daniela’s requests at every turn.
- A long lead opportunity, the piece that resulted from Matter’s persistence in facilitating multiple interviews, “Artificial Intelligence Is Now Telling Doctors How to Treat You,” explained that Artificial Intelligence is difficult in the healthcare industry, but that Modernizing Medicine is perhaps the first to actually do it in an effective and meaningful way.
- Within two days, the article received almost 1,000 tweets and 1,700 shares on Facebook. “1,700 FB shares? That’s crazy — in a good way!” – Director of Marketing, Modernizing Medicine
- The piece was also syndicated in seven additional outlets, including HealthLeaders, iHealth Beat, Kaiser Health News, MedCity News, PBS and Slate. “Holy cow!” – Marketing Communications Manager, Modernizing Medicine
- To date the article has been shared on Facebook 2,700 times, tweeted nearly 1,400 times, shared on Google+ 450 times
- FootJoy (FJ) is well known within the golf industry as the #1 shoe in golf and historically has focused primarily on media outreach within the golf press.
- With the launch of FJ City, a new stylish golf shoe that looks like a shoe that you would see in the street or in the office, the company was entering a completely new market, marking a significant opportunity to target more mainstream media outlets.
- Through a two-month long media relations campaign, the team officially announced the new shoe to media in April.
- The team targeted the small handful of long lead publications that had not yet closed June issues for inclusion in Father’s Day gift guide features.
- To drum up additional consumer excitement and awareness, the team created compelling Facebook and Twitter content that included contests and product giveaways.
- As a result of the proactive outreach around the FJ City launch, the Matter team secured coverage in top-tier publications that FJ had not received attention from in years (and in some cases ever) and resulted in over 70 million impressions
- Top placements included Real Simple, Parade, Sports Illustrated Golf+, and Town+Country.com
- The team also held user-generated contests on FootJoy’s Facebook and Twitter channels. Participants were encouraged to submit photos that showcased why they were an “FJ City guy.” Throughout the contest, the dedicated hashtag #FJ_MatchPlay was used approximately 512 times on Twitter
- Sea Cuisine is a newer brand casting its net in the crowded consumer set of frozen seafood products.In 2013, the brand launched a new message – Bring the Love of Seafood Home – and PR was tasked to bring home the results.
- We needed to up-level the Sea Cuisine brand and build awareness in key markets by partnering with pop-culture celeb chef, Stefan Richter. As a finalist on season 5 and 10 of Top Chef, his fame exists on a national level, and his love for thoughtful and tasty seafood dishes made him a natural fit for the brand. Stefan served as third-party, credible spokesperson to help deliver key messages for the brand.
- We conducted a media tour in five key cities – Denver, Los Angeles, New York City, Minneapolis and Milwaukee – that represented top media and key distribution markets for the brand. PR secured media interviews on behalf of the brand for Stefan to cook Sea Cuisine recipes on local-market broadcast stations, as well as meet in-person with print, online and high-end food blog outlets to discuss the partnership and recipes using Sea Cuisine products.
- The PR team ensured media interviews not only captured Stefan, but showed the many creative culinary ways consumers can elevate the affordable and convenient Sea Cuisine product. For the tour, Stefan developed two culinary focused recipes that were recreated on-air and shared with media in the markets. These two recipes ended up being featured in the video campaign that accompanied this program.
- The PR team and Matter Studio-C creative services department developed two Q&A-type videos clips and cooking demonstrations that featured Stefan and Sea Cuisine messaging. Videos were leveraged during National Seafood Month (October) via a national multimedia press release and promotion via social media and Sea Cuisine website. The press coverage surrounding these videos alone generated nearly 16 million impressions.
- Overall, PR secured a total number of 16 briefings with traditional print and broadcast, online and blogger media, garnering more than 16 million impressions, nearly doubling the total number of impressions in 2012. Coverage highlights included Better TV, Denver Post, Examiner.com, CBS Minnesota, Real Milwaukee Morning Show, among others.
The Lexar team was challenged to develop and manage 4 product launches while establishing a presence at the 2013 IFA Consumer Electronics show in Berlin, Germany.
- The goal was to successfully announce new products from the Lexar brand by generating media interest through aggressive news pitching.
- The team planned and executed a worldwide PR strategy that consisted of press release development and distribution, aggressive media outreach, as well as a strong push via social media.
- In conjunction with the news releases, the team leveraged 4 corresponding product videos to gain additional visibility for the new products.
- The IFA product launches were an overwhelming success, receiving high-profile placements in top-tier consumer, technology, and photography outlets, including Gizmodo, Tom’s Hardware, Digital Photography Review, Legit Reviews, and ePhotozine and many more.
- Resulted in 37 media hits and 137 million media impressions in the U.S. and many thousands of interactions on social channels.
Esri is a location analytics company that goes head to head with companies like Google and Apple Maps. Esri leans on Matter to position them as thought leaders in the mapping and big data industry.
- Matter tasked with positioning Esri as an innovative company that exhibits thought leadership in all areas of geolocation, big data, GIS, location analytics and mapping, convincing media that Esri is a company to pay attention to.
- Matter targeted key technology publications including, TechCrunch, GigaOm, Fast Company and Wired as well as top tier national publications.
- Provided support for events and staffed interviews during Esri’s conferences.
- Followed industry news and trends for pitching purposes.
- Aggressively pitched story maps when available to top publications and national press.
- Matter secured interviews with top industry publications including TechCrunch, GigaOm, and Xconomy at Esri’s annual user conference and coverage totaled nearly 62 million impressions.
- Story map coverage ran in Business Insider, CNET, The Atlantic, The Verge, The New York Times, The San Francisco Chronicle and Mashable.
- Matter positioned Esri as a thought leader by placing bylined article in Wired and CMO.com.
Boulder-based startup, JumpCloud, launched at TechCrunch Disrupt in September focusing on automated user management and security for DevOps – an emerging topic that is rarely covered in traditional tech trades.
- Matter was tasked with securing significant media coverage for JumpCloud, focusing primarily on the introduction of DevOps messaging to traditional tech trades.
- Matter pitched media on meetings with JumpCloud’s CEO in Boston and New York, as well as bylines and breaking news to key publications.
- Helped organize the industry’s first ever DevOps focused Conference in Boulder, CO, and invited targeted media to attend.
- Received coverage in key publications, including TechCrunch, Network World, Business Insider, InfoWorld, IT World, SearchCloudComputing, SC Magazine, TechTarget, FierceITSecurity and more.
- Placed two byline articles on Wired and one with USA Today.
- Secured regular column in InformationWeek for JumpCloud CEO focusing on DevOps; first installment ran on homepage for several days.
- Over 200 DevOps pros and 50 CEOs attended DevOps Conference, including several area reporters from CNN Money, Fortune, Dow Jones, Inc., Xconomy, Dev Pro, ColoradoBiz and TechRockies.
Tyco Integrated Security
As part of a marketing campaign featuring a new technology solution, Matter was tasked with creating an infographic about why cargo theft is on the rise and how much theft costs businesses.
- The campaign helped kick-start a new vertical focus to drive new business.
- Matter tapped Studio-C to develop a compelling visual that would serve both PR and sales, including information about the cost of cargo theft to business.
- Matter targeted trade and top-tier publications and pitched media on the trend of food & beverage rising to the #1 most stolen good.
- Secured media placements resulting in more than 20.1 million impressions.
- Received coverage from top-tier outlets including Bloomberg BusinessWeek and MSN Money. Established relationships with additional outlets including Reuters and ABC World News with Diane Sawyer.
- Every year LoJack releases an Annual Vehicle Theft Recovery Report. As their new agency of record, Matter was enlisted to breathe new and creative ideas to this reoccurring report to garner increased media and consumer attention. The report also needed to cater to the unique needs of the LoJack sales team who work with dealerships across the country to sell the LoJack Stolen Vehicle Recovery System.
- The LoJack team collaborated with Matter’s Studio-C to develop a compelling visual representation of the report data, designing two infographics that would serve both PR and sales needs.
- To complement the infographic, Matter developed a press release illustrating the trending data and value of the LoJack Stolen Vehicle Recovery System.
- Matter targeted top-tier media, focusing on the automotive industry and influencers in LoJack’s priority sales markets, focused on New England.
- The LoJack team landed more than 20 pieces of coverage, ranging from national outlets (Yahoo! & Washington Post) to top auto industry trades (Cars.com) to major Boston publications (Boston.com &Boston Business Journal) resulting in over 40 million impressions.
- The team also armed LoJack with geographically customizable collateral for the sales team that will assist in regional LoJack Stolen Vehicle Recovery System sales’ efforts throughout the year.