Public Relations
Case Study
KEAP
Website: keap.com
Industry:
CRM, SaaS, Sales and Marketing
Employees: 300+
Revenue: $100M+
PR for a Major Rebrand
It was time for a rebrand.
Masters of the Craft
“Convey was an integral part of our rebranding strategy. They
helped us not only craft our message to the media but also
executed on a great PR plan for media coverage and influencer
awareness. We value their opinion and ability to jump in as part
of the team and help us achieve our goals – not only for the
rebrand, but ongoing.”
Crystal Heuft, Sr. Corporate Communications Manager, Keap
How Convey Got It Done.
Convey Communications was tasked with telling the Keap story. The agency’s goal was to ensure Keap’s existing small-business owners, and the new potential market of service-based business owners understood what Keap had to offer. Secondly, Convey aimed to strengthen brand confidence among Keap’s existing customer base, reassuring small-business owners that Keap was continuing to innovate for them. The final pillar of Convey’s outreach plan was reinforcing CEO Clate Mask’s, and therefore the brand’s, long-standing advocacy on behalf of small-business owners, as well as its commitment to growing and changing itself ultimately to better serve their customers’ needs.
Convey told the Keap company, product and entrepreneurial stories to achieve this.
With Keap’s customers spread across industry sectors, Convey’s press net was cast wide. Existing and prospective clients weren’t exclusively reading Entrepreneur, Forbes and Inc. Many were spending their time with vertical and industry outlets. Convey had to capture them all but toed a fine line to tell the stories in the right way and ensure they resonated with readers across publications. The outreach was successful with 11 immediate media hits across sectors and verticals including videos, podcasts and articles. Within 2 weeks of launch Convey was able to capture an additional seven articles of coverage.