Ecast, Inc: Case Study - Dynamic Internet Pressroom Management

Issue: "With a resource constrained marketing department, updating our website was often the last thing on our minds," said Bob Cooney, V.P. of Marketing for Ecast, Inc., a San Francisco firm which runs a network of almost 2000 coin-operated, broadband-enabled digital downloading jukeboxes nationwide. But the firm needed to produce results for its executive team and its investors by expanding its visibility and increasing its revenue.

 

Solution: Ecast turned to a dynamic content management provider to help the firm publicize itself more successfully both inside and outside the organization. Using the service, accessed over the Internet, Cooney and his team were able to easily manage and display event, product and publicity photos, videos and logos. "It ultimately helped us increase public awareness of what we do," said Cooney. "Within minutes of a press event, we had the most recent coverage up on our website for the world to see. The service also helped us show our executives and investors the results we were able to deliver. More media coverage means more awareness, and that translates into sales."

Results: Since Ecast began utilizing dynamic content management tools, the company has secured feature articles in the Los Angeles Times, Reuters, the Miami Herald and the Hollywood Reporter, with three out of four of these outlets running artwork alongside their stories. The news clips are all accessible online in the Ecast Internet pressroom.

"Now that most journalists, investors and even customers go to the Internet first when they need information, it has become a major part of our marketing strategy to ensure that visitors to our site have an informative and satisfying experience," said Cooney. "It's just not practical or cost-efficient for us to expend resources making sure our Web presence is continuously in sync with our marketing communications program."

Central to Ecast's marketing communications program is the company's Internet pressroom that provides access to press materials, high-resolution digital images, links to print news coverage and viewable electronic new media clippings. Anecdotal research suggests that there is a definite connection between how easy it is to use a product and how well people respond to it - so why would it be any different for your Web site?

The ease with which people can navigate your site and find what they're looking for determines how they will perceive your brand. One can't help but wonder about the competency of a company that isn't uploading the latest news, photos and videos to its Web site as soon as something breaks.

There are a number of methods available to achieve this including using your in-house IT staff. It's possible to combine various applications from different providers that support web content management, photo and digital asset management, web streaming, eNewsletters and surveys and measurement.

For Ecast, they found that using an integrated solution in tandem with their agency of record, Schwartzman & Associates, a Los Angeles-based boutique public relations firm that represents media, entertainment and technology businesses, delivered the most effective results.

"The dynamic content management system allows us to automate a big part of the media relations process," said Schwartzman & Associates Managing Director Eric Schwartzman. "We can upload photos, videos and links to current news articles for our client's Web site. So we're making sure that when people visit our client online, they can easily find what they need. This approach is enabling us to shift from a reactive to a proactive account management stance."

Whichever method you choose to relieve your resource-constrained department, make sure it's cost-effective and helps you deliver more results.