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	PR Services Mobilizing Messages and Support Public Affairs Services PR-Fueled Business Growth Case Studies Principal Bios Senior Staff Bios Contact Us	Kearns & West in Action: PR-Fueled Business Growth Situation ForeSee Results can make business’ websites dramatically more effective. The company’s technology is the only one to measure online customer satisfaction and behavior in ways that provide a road map to improving e-business’ bottom line. As a start-up, they were completely unknown. Their product was something entirely new, without any pre-existing demand. Competitors were peddling somewhat similar-sounding products, confusing the market and dominating mind share. And they launched just at the Internet bust, when willingness to try new things was at a low and so were website budgets. With a fiscally conservative CEO, breaking through, establishing credibility and creating a sense of urgency to buy their product was imperative. And the company expected PR to play a major role in making that happen. Approach Kearns & West’s work for ForeSee Results centers on media relations and includes developing synergies with marketing and sales on an ongoing basis. Our approach included: Develop messages and create media coverage opportunities to connect ForeSee Results’ value proposition to prospective buyers, who read e-commerce and e-government media. Produce segmented messages to gain coverage by outlets in target verticals. Recommend developing a formal partnership with an established national annual study as part of a plan for exposure to broader business audiences and to reinforce brand with targets. Work with ForeSee Results to develop studies that illuminate their value proposition, relate to key issues or audience segments, and produce story angles to make them useful to reporters and resonant with target audiences. Establish the company’s CEO as a regularly-cited expert in top media, and routinely tie his citations to concepts that illustrate the value proposition. Identify key analysts and assist with early rounds of analyst relations. Provide ongoing trade show and marketing support. Results ForeSee Results quickly eclipsed its competition in terms of volume, frequency, and quality of media coverage. Its CEO became a frequently cited expert in media ranging from The Wall Street Journal and Washington Post to pivotal trade publications in technology, retail, government, banking, and other selected verticals. Coverage numbers in the hundreds, and increases each year as K&W refreshes angles and broadens the program. A company that was on nobody’s radar screen and delivered a product that nobody previously understood became the buzz of some top trade shows and has become a mind-share leader in e-Government, and is well on the way to becoming a mind-share leader in e-retail. The company credits PR with playing a pivotal role in establishing awareness of ForeSee Results, establishing credibility, and changing perceptions in target markets about the need for the product. This has helped fuel sales which have more than doubled annually for the first three years of the company’s history. The company sells successfully to Fortune 500, small and midsized businesses, and federal e-government clients, and successfully points those clients to the right priorities for maximizing user satisfaction and ROI. TOP of Page
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