The Need
As a fast-growing Atlanta-based bus and transit technology company moved beyond the start-up phase, it became clear that its storytelling approach needed to evolve alongside its product offerings.
To convey its growth and innovation and solidify its position as an industry leader, the company turned to The DeFeo Groupe to build a storytelling ecosystem and bring its narrative to life.
The Approach
The DeFeo Groupe developed a comprehensive storytelling strategy that blended public relations, social media, direct marketing and thought leadership and relied on the company’s assets and opportunities not previously leveraged.
To start the process, The DeFeo Groupe identified newsworthy moments that could make compelling stories. Even small updates were transformed into announcements. Larger announcements were placed in key media outlets, while others helped build a content library on the company’s website.
Further, The DeFeo Groupe leveraged the company’s existing relationships to create case studies highlighting the company’s successes and industry impact.
The approach also positioned executives as thought leaders, and using a “cover it live approach,” content from speaking opportunities was captured that could be shared with the media and directly with customers at trade shows and as one-off touchpoints.
The Result
Overnight, the company went from having little visibility in the media to regularly being covered in trade publications and general news outlets, solidifying its reputation as a growing force in the technology sector.