DWA Case Study


	See also: MEDIA COVERAGE MEDIA SITE	CASE STUDY

POPcast Claims Streaming Media Market Space, Earns Partners and Investors, Expands Into Europe

Public Relations Campaign Designed and Executed by Roger Darnell Supports 15 Months of Successful Growth

POPcast Communications Corp., a streaming-media production services company, and a systems developer specializing in enterprise and consumer videomail solutions.

Challenge
Design, develop and execute a cost-effective media relations campaign to support POPcast's aggressive marketing efforts and business developments and its mission-critical customer, business partner and investor relations needs.

Approach
Worked closely with all executives throughout extremely dynamic, 15-month startup period. As the focus of the company's communications efforts rapidly moved from consumers to business targets to investors, the campaign provided constant proactive support through a steady stream of intelligent press releases, complemented by media events and frequent announcements in conjunction with large-scale entertainment events and consumer electronics, IT, broadcast and streaming-media industry conventions.

The Internet was used to very effectively channel all communications efforts and to create electronic press kit knowledge-bases of media-related materials. All media, analyst and investor relations efforts were tagged with a link leading to constantly updated press materials -- and a database of media, business partners, investors and pundits in important POPcast markets was compiled and leveraged in support of major developments.

Results - Highights

Strategic consulting helped launch company -- then helped shape, launch and support Internet consumer products, Internet business-to-business products, private streaming-media advertising network, major business developments with British Telecom, Cisco, Engage, Fox Kids Network, Intel, JVC, Lucent, Microsoft and TerraMobile -- and event Webcasts at major Hollywood premieres and world-class events.

Media highlights included coverage in USA Today, The Los Angeles Times, The San Francisco Chronicle, The San Jose Mercury News, ComputerWorld, Fortune, Red Herring, Electronic Media, The Industry Standard and The Hollywood Reporter. Detailed coverage listing available.

Campaign efforts generated media coverage via participation in Comdex, Digital Hollywood, Electronic Entertainment Expo, Herring on Hollywood and Jupiter Entertainment Forum and Streaming Media East/West.

Over 15 months, company's media reach exceeded 60 million impressions through traditional media alone.

Company raised $10.8 million in first round of financing from Intel Capital and Telesystem and opened London office to support European business developments.

About The Darnell Works Agency
The Darnell Works Agency supports some of the world's most innovative business ventures by providing intelligent business counsel, helping leaders build, showcase and leverage meaningful accomplishments, and combining proven strategic foresight with cross-media communications expertise to achieve specific aims and objectives. Since 1990, principal Roger Darnell has successfully served hundreds of leading executives and working members of the press, resulting in over a billion positive media impressions worldwide, and earning DWA's reputation as a leading agency for crafting and delivering brand communications campaigns that are effective -- and genuinely interesting.