NetMotion, a provider of security solutions for the world’s growing mobile and remote workforce, partnered with ARPR to support the launch of its new software defined perimeter (SDP) security solution. The company’s objectives for the engagement included top-tier press coverage that mentioned the new SDP solution, as well as growing NetMotion’s reputation within cybersecurity trade media, since the brand was known mostly within the public safety and telecom industries.
Knowing that product announcements alone no longer drive much news coverage, ARPR worked with NetMotion to create a SDP launch media strategy to introduce the company to key reporters, position the brand as a resource for future networking and security stories and fuel the company’s content marketing efforts for the quarter. To do this, ARPR recommended a two-month campaign leveraging a steady cadence of data drops using NetMotion’s blog to contextualize the importance of NetMotion’s new product. Referencing both platform data and external survey data, ARPR worked with NetMotion to craft blog posts detailing thought-provoking narratives on the streaming habits of remote workers, their increasing security risk while outside the protection of corporate firewalls and more. ARPR then pitched this data to targets at national and top trade outlets – with each blog serving as a landing page for media to link and quote for analysis in their coverage.