Equitrac Corp, the global leader of intelligent print management and cost recovery software solutions, was looking to bolster its sales initiatives in several new markets. The company had built a tremendous market share for their products in the legal field, and had started leveraging that success by branching out into new markets. Equitrac enlisted Emerging Media PR specifically to support sales and marketing initiatives in the education, financial services and health markets. Our charge was to garner media coverage around Equitrac’s business, new products and updated services to help boost its recognition and sales among its partners and resellers.
Emerging Media’s work resulted in more than 35 feature stories about Equitrac in financial, education and healthcare publications, generating more than 2 million impressions. Of the articles, there were 13 product-focused articles, 12 bylines and 10 customer-focused case studies. We built out several case studies that yielded feature stores, assisted in building the social media presence for the company and supported Equitrac’s investment in multiple industry focused trade shows. Emerging Media’s work culminated with the purchase of Equitrac by Nuance Communications for $157 million in the spring of 2011.
Going Green Initiative
We quickly saw the impact Equitrac’s software was having on the sustainability initiatives for almost all of their customers. We created messaging that emphasized Equitrac’s critical role in helping companies, institutions and enterprises reduce their overall printing and consolidate their printing/copying equipment, as well as its key link and role in bridging document management needs with the vision of a paperless future. In doing so, we:
- Measured the results in high impact, easy to understand metrics: # of Pages Reduced= # of Trees Saved
- Created an Eco Index that calculates the environmental savings across several parameters as a result of reduction in printed pages, including: Trees, Oil, Water, Land Fill, CO2 Emissions
We worked with the analyst community to position Equitrac as a leader in print management and document processing. Emerging Media pitched and coordinated a tour of top tier analysts in the financial market and document output space. The presentations shared the expanding role of document management and how Equitrac was pushing toward higher-level business processes.
Thought Leadership Initiatives
Emerging Media worked with Equitrac to craft, write and place executive bylines in publications covering Equitrac’s key customer markets including print management, healthcare and legal. Bylines focused on the best practices and solutions utilized by organizations looking to reduce paper waste and cut operational costs.
We worked with Equitrac to provide media support around their attendance at conferences and events across the country. This included strategically creating news to publicize at conferences by securing meetings with key attending media. Events included:
- Association of Legal Administrators (ALA)
- CIO Healthcare Summit
- Green InfoTech Summit
- ALA National Conference