San Francisco-based PowWow Mobile, which enables organizations to simplify and extend any business app to mobile, acquired ARPR client StarMobile in August 2016. Following the acquisition, PowWow Mobile’s new marketing team retained ARPR as its agency of record, parting ways with its traditional PR agency for a more nimble, hungry and industry-knowledgeable partner. Specifically, ARPR was tasked to utilize its Panoramic Approach, which thrives on the integration of social media, media relations, content marketing and lead generation, to heighten brand awareness, build credibility in the marketplace and drive qualified leads.
ARPR quickly discovered that there was an absence of consistent personas, which meant that previous social media efforts were executed without strategy and that press coverage had been spotty and inconsistent. Thus, before execution of awareness and lead gen activities could begin, ARPR conducted a deep dive into PowWow Mobile’s target audiences and differentiators; and delivered a robust competitive analysis. This was necessary in order to facilitate a PR and marcomm strategy that would encompass the channels and media outlets of PowWow’s target audiences.