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As a tech-savvy PR firm, Connors specializes in working with cutting-edge companies offering new technology products and one such PR campaign involved Slooh, an online space exploration site that uses remote controlled high-powered telescopes in the Canary Islands to show live views of the night sky. At the time of beta testing in December 2003, this site joined a growing number of pay-content sites found online. Yet Slooh is unique in that this scientific service enables important educational opportunities and discoveries taking place in an online community. The live space show is one piece of a larger vision that involves sharing information across borders and using the Internet for cooperative learning and research.
Then the service was officially launched in April of 2004, and Connors worked with Slooh for two campaigns over a period of 18 months. During this time, Connors successfully attained placement in mainstream and science specific publications both in print and online, showing the product's interest to a wide range of astronomers, both amateur and professional.
Connors' goal for Slooh was to bring their message to a wider audience, increasing exposure and helping to drive traffic to the site. Using expertise in messaging of technology products combined with an understanding of SEO, Connors crafted a campaign around this new offering and its beneficial possibilities. Connors highlighted Slooh as an affordable astronomy tool for mainstream masses as well as more experienced enthusiasts, being much more economical than investing in expensive off-the-shelf telescope options. Connors worked to not only create consumer awareness for Slooh on what the service could offer, but also to impress upon media contacts the significance this technology had for the growing community of online astronomy enthusiasts.
Through viral blog interest in the service and top tier news coverage focusing on the big picture and trend of the technology, Connors was able to generate great interest and bring about valuable exposure. In the spring of 2005, Connors continued the positive outreach and secured key stories on Slooh's behalf, acquiring front page news in the Tech Monday section of the San Jose Mercury News. Connors was also successful in obtaining coverage in Newsday and the Arizona Republic, triggering a record-breaking sales day.
At the same time, Connors heralded Slooh's partnership with Discovery.com to the online media, resulting in coverage on Wired.com and GeekNews as well as SpaceDaily.com -- which was then reported on in news as far away as Russia. This further expanded the campaign's reach, so that each blog hit and news story Connors obtained added to the Slooh movement, bringing their message to the target audience and leading to new sales worldwide.
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