How Do You Build Brand Awareness Amid Tight Regulations?
CHALLENGE
How can a publicly held SaaS company (software as a service) for short-term rental compliance and tax remittance survive the unprecedented disruption that was caused by the COVID-19 pandemic?
Key to the program was educating the public about the changing standards in sanitation and tax policies given many hosts were scrambling to assure customers that their homes were safe to inhabit. This was coupled with the movement of many cities, which were cracking down on permitting, licensing and tax codes.
Reach a Wider Audience with Targeted Public Relations
Exclusive Insight into Industry Strategies and Trends
SOLUTION
Our public relations and media outreach strategy focused on leveraging trends tied to the pandemic and changes to the short-term rental landscape in the critical period following the disruption. This was complemented by a carefully crafted social media strategy.
Company spokespeople were featured on NBC News and regional media outlets to provide thought leadership that moved the local narrative regarding short-term rental regulations including why they were in place and what they were.
Additionally, a white paper was researched and produced to generate leads for the SaaS platform.
RESULT
By implementing a strategy specifically to “news-jack” this topic, which was top of mind across the nation, hundreds of media placements nationwide were generated. By monitoring local developments and offering insights into what renters and landlords needed to know, the campaign was a huge success. As a result, the client was able to expand into new markets and increase market share where it was needed the most.
In a single quarter, the public relations campaign produced the following metrics:
- Media placements reaching a total audience of 90 million people, including about 400,000 unique visitors
- Organic web traffic from PR constituted more than half the website’s total traffic
- Nearly 9,000 shares on social media
- Eight broadcast segments
