Quickbase, a low-code platform designed to empower “citizen developers” across the enterprise, approached ARPR to own media strategy and execution for an upcoming M&A of significant importance. With competition in low-code heating up from companies like Microsoft, Amazon and Google, Quickbase’s strategic acquisition of Bulgaria-based Cloudpipes was intended to reinforce its market leadership, accentuate its automation and integration differentiators and promote additional key messages of importance. As a secondary objective, ARPR was also tasked with securing interest and interviews with illusive beat reporters who regularly write about Quickbase’s competitors, but who had yet to cover Quickbase.
ARPR recommended a media relations strategy highlighted by the pursuit of an exclusive article in The Wall Street Journal, which was identified as the primary publication because of its history in covering Quickbase’s own acquisition by Vista Equity Partners, one of the country’s top private equity firms.
To secure interest, ARPR targeted the same WSJ reporter who had previously spoken with Quickbase by offering her an exclusive interview with CEO Rick Willett for a follow-up story – to which she quickly accepted.
Further, ARPR identified a targeted set of M&A reporters for embargoed outreach to tee-up day-of coverage following the publication of the WSJ exclusive. Our list included prominent IT beat reporters at Forbes and SD Times who had written about competitors but had yet to cover Quickbase. Additionally, the ARPR team also developed tailored pitch angles to secure downstream coverage in local and trade publications.