ARC

But the company faced an uphill battle.

It knew it wouldn’t be easy getting its story out in a market in which tech darlings like Box and Newforma were already monopolizing the media spotlight, making it nearly impossible for a company best known for reprographics to grab attention.

While niche construction publications might cover its new product launch, the company’s ambitions were bigger. It wanted to win credibility as a cloud technology leader and earn headlines in mainstream business and technology press. Its PR push wasn’t just about visibility, it was about rewriting perceptions in a market crowded with louder, better-known players.

The company selected and collaborated with some of our public relations experts to create and bring to media and the market targeted messaging and positioning and a layered PR approach.

Our PR messaging and positioning strategy emphasized the company as a leading industry cloud technology provider and the B2B organization’s newly launched offering as:

• The first technology solution that was built specifically with the AEC industry in mind
• A cloud-based suite to maximize proficiency and minimize redundancy and cost
• An all-in-one solution delivering seamless experience vs competing, siloed offerings

The layered PR strategy focused on three primary pillars: launching the product, spotlighting thought leadership and showcasing company momentum. To break through the noise, the public relations team designed a strategy as ambitious as the company’s reinvention. At its core was a layered approach built to shift perception, generate credibility and fuel momentum.

1. Launch with impact: We turned the client’s solution debut into more than a product announcement – it became proof that the company was evolving into a true technology leader. By weaving the launch into broader industry conversations and securing visibility at major trade shows, we positioned the company as a category pioneer.
2. Lead the conversation: We established the company as the voice of authority in the AEC cloud space. The survey questions that the public relations team crafted and research that the PR professionals commissioned validated the need for an industry-specific solution, while awards, speaking opportunities and the contributed content the team wrote and placed elevated the client’s executives as thought leaders shaping the future.
3. Build unstoppable momentum: The strategic PR program kept the company in the headlines with a steady drumbeat of company milestones, executive profiles and analyst relations, ensuring the narrative didn’t just launch – it kept on growing.