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Building brand awareness through content creation and community engagement.
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This year, MIT Sloan Management Review needed an update to all their gated content and user access levels. This particular project took a lot of strategy and multiple structure options to ensure that both MIT SMR’s database program (ESP) worked cohesively with WordPress login.
In 2008, Ooma approached Voce Communications in need of a company relaunch.
Ooma’s initial market introduction, while on paper deemed a PR success, left the company unable to meet sales targets and in need of deep business changes. The company was a full quarter away from the introduction of its second generation hardware and had just completed a management team overhaul. The final change that was needed included a revised approach to PR with the help of strategists from Voce Communications.
The initial focus of the program was to introduce the new team, new feature updates, and engrain the message of free phone calling into the fabric of consumer conversations, all ultimately in support the company’s aggressive retail rollout strategy, including 2,000 Best Buys, 500 Costco’s, and 3,000 RadioShack stores nationwide. Later, program focus turned to continued channel support with a new second generation product being introduced, with the goal of evolving the home phone category to new audiences. Tactics focused on participation and visibility at targeted media events, continued branding at consumer electronic trade shows, retail events with channel partners and press and analyst tours booked by Voce. Through these efforts, Ooma has been set up for total success, with partners and press ready to take a closer look at Ooma’s current offering as well as the new product that was about to be released.
Our team developed buyer profiles to target such as the home CFO who is looking for ways to reduce fixed household costs, snowbirds who maintain more than one home but don’t necessarily want to pay monthly phone bills on two homes and the early tech adopter group who have never had a home phone and rely solely on their mobile phone. The program has delivered mass exposure to all buying groups of messaging showing off a simple to use phone service solution which eliminates monthly home phone bills, and the team secured award winning reviews of two different generation products, high profile speaking opportunities and feature coverage in print, online and broadcast about the new corporate strategy and vision for the future.
Through Voce’s efforts, Ooma’s corporate revamp has been a success, with 100% of articles focusing on a neutral to positive message targeting our buyer profiles. Ooma’s expanded retail sales channel was also highlighted in numerous pieces. Ooma’s cost savings message has been featured in mainstream consumer outlets such as the TODAY Show, Dr. Phil, CNN, Fox Business, View from the Bay, The New York Times and Associated Press, in addition to tech enthusiast audiences through coverage on sites such as CrunchGear, Engadget and Gizmodo, leading travel sites such as Gadling.com and leading VoIP blogs including VON and TMCNet. Voce also strategized and launched Ooma’s social media tools, including a very active Twitter presence that has been essential in its customer service efforts and which itself has received coverage in USA Today. Voce ignited passionate VoIP industry and corporate conversations on its two blog platforms: the Ooma company blog and its Ad/Slant industry platform.
- Media and analyst relations, including story development and placement
- Trade show support, including logistics and executive preparation
- Briefing book development, including Q&As, executive scheduling and press release creation
- Online reputation management, including monitoring, tracking, response