SZPR Launches fix8 Through Online PR Strategy

Case Study Written By Account Team Lead, Tisha Dore

Situation: fix8, a division of Mobinex, LLC tasked SZPR (now known as Zenzi Communications) with a complete product launch of a little-known technology that allows IM users to create customized avatars and animated video using webcams. Its main objective was to introduce the product to early adopters and drive free downloads online. fix8's initial target market was heavy Internet users age 25 and under who use Instant Messenger, AIM, Skype etc. to communicate to colleagues or friends. SZPR determined a viral and interactive online campaign was necessary to reach fix8's target audience and accomplish their download goals. They had to overcome the obstacle that no one would be looking for this technology online so education and demos would be crucial. The integrated plan employed the use of social networking sites, tech blogs, software reviews, creative demos and media outreach to blitz the market and drive traffic to the website.

Strategy: SZPR provided detailed recommendations for the improvement of the fix8 site, software and download process as well as web developer referrals to expedite the remodel so that it was ready to publicize. SZPR determined that the fix8 target market frequently visits sites such as MySpace, Facebook, Technorati, Bebo, BlackPlanet, Classmates, Cyworld, eCrush, Friendster, LavaLife, MSN, Tagged, Twitter, Xanga, Yahoo!, YouTube, 606Tech, Blogburst Network, BlogoWogo, BusinessWeek’s Tech Beat, CenterNetworks, Darla Mack, Business 2.0’s Dawn Patrol, GigaOm, Gizmodo, Mashable Social Networking News, ReadWriteWeb, Red Herring’s Internet & Media, Rojo, Techquila Shots, Business 2.0’s ThirdScreen, Wired’s GadgetLab and GameLife, and ZDNet’s Office Automation. Following research, SZPR developed an integrated communications plan for fix8. Key priorities for fix8 included brand building, leadership positioning, executive visibility, strategic news and promotion of the free download.

Tactics: Viral campaigns to syndicated bloggers, consumer review sites, free download sites, video sharing sites and social networking page development and cross-promotions. Development of social networking pages on MySpace, Facebook and others to reach fix8’s target markets. Social pages were used to share the latest news, videos and coverage to validate fix8’s offering, and invite their rapidly-increasing friends’ groups to share the software, participate in top software reviews, and comment on blogs to achieve maximum viral impact. Media outreach to blogs and free download/product review sites were important for fix8 to tap its core audience of technology, video creation and UGC enthusiasts. SZPR also supported fix8's YouTube campaign by promoting contests, posting comments, voting, etc.

Such communities were critical to the viral marketing of fix8 in that members pride themselves on knowing about new technology first and are fiercely loyal in reviewing and sharing new technology that is critical to viral marketing efforts. Development of an educational video pushed to media, bloggers and software review sites to introduce and illustrate the technology. SZPR provided a calendar of all upcoming shows and provided recommendations for crafting strategic news, prioritizing campaigns to complement business development efforts. With the schedule in place, SZPR set a strategic course for fix8 where each release pointed to a key trend and the achievement of major milestones.

Results: Through strategic research, planning and execution of integrated press and viral marketing campaigns, SZPR significantly increased the company’s exposure, leadership positioning and software downloads. By leveraging relationships with top bloggers, the SZPR team achieved syndication of fix8 reviews and news stories to reach key target markets and map efforts directly back to business development. Positive coverage from such respected bloggers quickly gained attention, acceptance and validation of fix8 among a fickle (and difficult to reach) youth market.

SZPR built tremendous momentum for fix8 in just a few months from April-July 2007. We secured 260 news clips in just four months. That is $1,388,258 in ad dollars, 85,215,532 in web traffic and 213,038,830 in total readership, and those numbers do not include many sites, which do not disclose ad rates, circulation numbers. In March 2007, unique U.S.-based website visitors numbered 554. When SZPR joined fix8 in April, we more than doubled that number, growing unique visitors to 1,268. In May alone, we grew that number to 23,810. In June, it grew to 36,327. By July, fix8's U.S. based downloads grew to 50K+. They are now in the 100's of thousands worldwide.

SZPR's targeted campaigns were also instrumental in securing key partnerships for fix8 as well as two rounds of venture financing. Downloads continue to soar. SZPR will soon launch the next phase of fix8's campaign moving beyond early adopters to reach mainstream consumers. Download @ www.fix8.com.

c. SZPR 2007

Build It and They Will Come: A Tsunami Relief Success Story

Case Study Written By Tisha Dore

Situation: On December 26, 2004, an undersea earthquake hit near the island of Sumatra, Indonesia. The earthquake, with a magnitude between 9.1 and 9.3, was the second largest ever recorded. The quake resulted in a devastating series of tsunamis that ravaged the coastlines throughout Asia. The disaster killed more than 225,000 people in eleven countries. The hardest hit areas were Indonesia, Sri Lanka, India and Thailand. Tisha’s father, Neil Satterwhite, an expatriate who’s been living and working in Asia for nearly 20 years, was on his way to the beach when the tsunami hit the island of Phuket, Thailand. Neil escaped the treacherous waves and survived. However, thousands where killed on Phuket in just seconds, including many of his friends and neighbors. Neil’s wife, Tik, was devastated by the disaster. Within an hour, they were providing critical translation services at local hospitals and Buddhist Temples. But Tik wanted to do more. They immediately began providing help to the villagers in the hardest-hit areas of Khao Lak, Kamala and Baan Saku. The two had, first hand, seen where the large agencies were failing to provide even the bare essentials. They were also not tapping the resources of local businesses to keep Thailand’s economy going, choosing instead, to expend fuel and delay relief by shipping items such as rice, milk, tents, etc., which were already readily available throughout Asia. Tik was also concerned that while many agencies were doing great things to help on a large level there would come a time when they would need to move on to the next disaster leaving her people behind. Who was to provide long-term help and where it was needed most while utilizing local resources?

Strategy: Neil and Tik quickly established Tik’s Tsunami Relief. The name came later but the aid began immediately. Tisha volunteered her public relations and marketing skills to promote the grassroots effort. The team's combined vision was an organization that would help where larger international agencies could not. They agreed Tik’s Tsunami Relief would focus on short-term aid first, followed by long-term rebuilding, and personalized help to families and children as needed. The team was adamant that 100% of donations should go towards the purchase of local materials and resources to help the economy. All time (from fundraising and onsite support to promotions and web development) would be donated. It would also be critical to build trust and validation among potential supporters given the remote location of the relief effort, the international outreach that would be done, and the fraudulent agencies that were cropping up following the disaster. Tisha was already working with veteran web developer, Johan Bunger, to expand Neil and Tik’s website (www.phuket-guide.com), one of the most visited Phuket travel sites online. Utilizing the popular destination site to promote Tik’s Tsunami Relief from fundraising to sponsor relations and progress reports would be critical to the team's strategy. It would also tap into an existing customer base of local businesses (potential partners and volunteers) as well as international travelers, friends and colleagues (for networking and sponsorships).

Tactics: Tisha worked with Johan to quickly build Tik’s Tsunami Relief section on Phuket-Guide.com. The goal was to begin promoting and reporting on Tik's grassroots efforts ASAP. The first and most important campaign was to promote Tik’s initial efforts in Khao Lak, which would serve to establish the organization and its mission, strategy, etc. Khao Lak was one of the hardest-hit areas on the island. Large agencies had provided tents, clothing, rice and milk but no pans, bowls, utensils, cooking oil or baby bottles. Overnight, Tik's team of volunteers built hundreds of "survival kits" to supply displaced villagers with the missing essentials. Tik's kits also included thoughtful items such as children's toys, wash tubs, etc. The "survival kit" story was immediately shared with friends, family, business networks and Phuket Guide visitors who were inspired by the genuine grassroots reports, which were completely transparent with receipts, photos and endorsements. From these efforts, word spread quickly that there was a grassroots organization in Phuket, which was not only trust-worthy, but putting 100% of donations towards solving immediate problems. Momentum continued to build with each online/email report. Donors could see where their money was going and to what project. Tik's Tsunami Relief also created trust by inviting people to get involved on whatever level made them comfortable. Some launched their own fundraisers for Tik while others contributed by PayPal. Many large donors delivered the money in-person and stayed for weeks to volunteer, oversee the relief efforts. Others, after hearing about the program, just showed up at Neil and Tik’s door to ask how they could help. The couple would then escort each person to the hardest-hit villages, show them what needed to be done, and take them to purchase the supplies at local stores.

Results: What began as a small grassroots effort evolved into a three-year campaign to rebuild Phuket and the hearts (Chi) of its people. Tik’s Tsunami Relief raised $60K+ via successful networking campaigns, personalized sponsor relations and strategic promos on www.phuket-guide.com. While that dollar amount might not sound like a lot by American standards, it goes a very long way in a third world country. Numerous homes, businesses and water towers as well as a grade school and Buddhist Temple were rebuilt. Tik’s Tsunami Relief also continues to provide long-term aid to children who lost parents in the devastated villages of Kamala and Baan Saku. They (and their surviving family members) have received financial help, school tuition, uniforms, clothing, shoes, books, toys, etc. Their classmates and schools also continue to receive aid. The team still keeps in touch with many volunteers and sponsors. Tik watches over those who benefited from her program. Many of the kids have found a new auntie in her. Thanks to all who made this relief effort possible, especially Tik. It all started with her. Ka Koon Ka!