Insentra chooses Taurus for "Great Place to Work" Award PR
Taurus explains and showcases how PR can help build a brand
About Insentra
Insentra is a fast-growing IT services partner based in St Leonards, Sydney with more than 50 employees. The dynamic founder and owner, Ronnie Altit is well known in the tech industry and was recently inducted into the ARN Hall of Fame.
Along with providing quality collaborative IT and data migration services to the Channel in a unique business model, Insentra prides itself on a strong culture that keeps employees positive and motivated. Ronnie was interested in examining the role of PR but sceptical of the process and the ROI possibilities.
For the first time in 2016, Insentra applied for the Great Place to Work Award (Australia) and Ronnie saw an opportunity to build the brand of Insentra’s niche service offering by promoting a strong employer brand.
Working a comms strategy beyond the tech media
The Challenge
Ronnie enlisted the expertise of Taurus to proactively promote the award application. On discussion with the Management team (equally sceptical of PR) we suggested a strategy that fell in line with business objectives, a practical project plan, suitable messaging and an aim to introduce the Insentra brand to media that fell outside of the normal and expected “tech” target audience reach. We worked on that goal in the lead up to the application as well as during and after the award announcement with extraordinary results that surpassed Ronnie’s expectations.
Insentra bought into the possibilities of PR coverage falling outside the usual IT publications and spheres of influence and supported our ideas. We worked together to raise brand awareness of Insentra’s success as a business, Ronnie as a leader as well as a successful IT provider.
Taurus opens doors
To start, Taurus established a press office and gathered images and materials required for media outreach. A national media release was written to position Julie as a thought leaderin the Airbnb and shared economy space. Outreach was then expanded by offering various media hooks, from “tips to maximise your Airbnb income” to “how to leverage Airbnb for financial freedom.” Taurus used our media relationships to facilitate successful media interviews.
Taurus gained three more pieces of coverage for Insentra than the winner of the Best Place to Work Awards!
Outstanding Results
Taurus set out, with a two-phased strategy, to gain the attention of editors and secure coverage. Overall, Taurus secured 11 pieces of coverage in a wide range of publications over 8 weeks including the Huffington Post, Smart Company, Startup Smart and Collective Hub as well as IT publications including ARN and CRN.
These articles were featured online and in print and showcased Insentra’s unique work culture. Each piece of coverage gave Ronnie Altit the chance to comment on work culture and his secrets to keeping employees motivated and happy.
Taurus Profile™ kickstarts Insentra CEO Ronnie Altit as a thought-leader
Thought Leadership Development
Ronnie and the Taurus team worked together to understand his beliefs, core values and key thoughts on an employer brand and employee engagement. As a result, he was put forward by Taurus as the key spokesperson and thought-leader and presented as an expert on business culture, entrepreneurship and a visionary with a focus on partnered IT services.
Taurus created a distinct voice for Insentra to differentiate it from other IT firms and the process kick-started a rise to fame for Ronnie. In 2017, he was honoured as an inductee of the ARN Hall of Fame – a top IT publication.
Top media coverage for Insentra
- Huffington Post
• Collective Hub
• Dynamic Business
• Business First
• Startup Smart
• Women’s Agenda
• CRN
• My Business
• Short Press
“From start-to-finish we had open communication with Taurus, they understood us and the tech industry, and the Taurus team worked diligently from the get go. As a result, in a month we got great press coverage where our brand was exposed to new audiences we otherwise wouldn’t have reached.”
– Ronnie Altit, CEO, Insentra
“I was sceptical that getting a PR firm on board would help Insentra’s brand but Taurus completely turned that around for me.”
– Ronnie Altit, CEO, Insentra
What Taurus did for Insentra
- PR strategy
- Education on the ROI of PR
- Promoted an award win to new target audiences
- PR thought-leadership counsel and execution
- Sourced and wrote contributed articles
- Pro-active media relations
- Reporting and measurement
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