Reaching Beltway Decision Makers

Case Study:

Resonate Networks enables advertisers to identify and reach highly targeted audiences online with Attitudinal Targeting™.

Challenge:

With a unique team of leading technology executives and public affairs leaders from both sides of the aisle, Resonate Networks in Spring 2009 sought to reach Beltway decision makers and private sector decision makers with the launch of its online advertising technology based on attitudinal targeting. The challenge for Lustig Communications was to execute a positive launch during a period when online advertising revenues were plummeting and market skepticism existed for the category’s growth.

Approach:

Lustig Communications focused on assembling a media relations launch program that would effectively communicate Resonate’s breakthrough capabilities to public affairs, political and corporate advertisers, as well as to increase the firm’s brand awareness among Beltway decision makers and influencers that would greatly benefit greatly from the model. It was critical to develop an angle that focused on the industry problem Resonate was solving, and to highlight the truly unique management and advisory team draw from notable political and public affairs leaders from both sides of the aisle.

Results:

In all, positive media coverage and briefings were arranged with 21 outlets and publications for the launch, including: The Wall Street Journal (2), The New York Times, The Washington Post, Fortune Magazine, Wired Magazine, Washington Business Journal, ClickZ, Congressional Quarterly, The Hill, Politico, Politics Magazine, Tech Journal South, MediaPost, Potomac Tech Wire, PR Week, Brand Republic, MarketingVox and TechBisnow – target publications designed to ensure broad coverage across all key target markets.