My first foray into tech PR started with a local telecommunications and data storage startup: Bluebird Network.
As a part of AdZou (a student-run advertising agency at Mizzou), I worked with a team to create a full campaign for a real client. When we were assigned a data storage startup, we thought, Huh? And then we got to work.
The first thing we did was deep-dive into the technology industry. I loved the challenge of learning about a completely new industry– data storage– and serving my client by helping potential customers understand that industry too.
Our process went like this:
- Situational analysis
- SWOT analysis
- Primary research and key insights
- Developing a target audience
- Creative brief
- Big idea
- Creative elements
- Media plan
Because the data storage company was underground– a unique strength of the company, since the underground facilities protect data from natural disasters– we came up with the campaign idea Be Grounded. It means being literally underground, and also having the smart, practical, grounded mindset of knowing your data is secure.