Richard Sampson Associates (RSA)

Construction Web Service Builds Momentum

Situation & Challenges

Richard Sampson Associates (RSA), a construction project management firm, had developed online software for the company’s own projects.

The service, Construction Communicator™, was so well received, RSA decided to launch it as a separate product. However, the company had limited resources, and other larger and better-financed entities had faltered trying to automate the construction industry.

Goal

RSA wanted to generate sales leads for the software.

Approach

To get maximum impact for Construction Communicator, Kay:

  • Did extensive database and online research.
  • Helped position the product and develop the basic messages.
  • Named the product.
  • Wrote the Web site (www.constructioncommunicator.com), optimized it for search engines and submitted it to the search engines.
  • Developed all marketing and PR materials, including the news release, datasheet, online demo, FAQs and users guide.
  • Arranged interviews with editors and major industry analysts, including the Aberdeen Group, Gartner Group and IDC.
  • Monitored editorial calendars (listings of upcoming articles planned in magazines) for potential placements.
  • Developed and pitched story ideas.
  • Wrote and placed contributed articles.
  • Developed and monitored a Google AdWords campaign.

Results

The online software has generated favorable coverage in major trade publications, including:

  • California Builder & Engineer
  • California Construction Link
  • Constructech
  • Construction Business Owner
  • Construction Executive
  • Engineering Times (now PE Magazine)
  • Modern Steel Construction

Impact

The initial launch was successful, generating leads. In the second year of the program, leads increased 200% compared to the same period the previous year. In the absence of any other marketing or promotional activities, these results are directly attributable to the PR and communications program.

The communications program won the highest MarCom Award (Platinum). The feature story “Selecting the Online Construction management Service” won an award from the League of American Communications Professionals (LACP).

Client Testimonial

“Kay really spearheaded the Construction Communicator announcement. Her research helped us differentiate the product. She named the product and wrote virtually all the marketing materials, including the Web site, datasheet and product demo. She acted as project manager, coordinating activities with other vendors, and even submitted the site to the search engines. Kay got us media coverage even before we announced the service. Without her help, we would not have been able to announce nearly as quickly or effectively as we did.”

Richard Sampson
President, Richard Sampson Associates

 

Clients

  • “Kay brings a wealth of experience and solid business judgment. She delivers on her commitments and often extends beyond them.” Kim Beswick
    Memjet
  • “Kay doubled the volume of our coverage the first year, and helped us stand out as a market leader.” Julie Knight-Ludvigson
    Xbridge Systems
  • “Kay is extremely thorough and an excellent lead generator.”Christine Moore
    Flourish Communication (New Zealand)
  • “We always get more than we expect with Kay Paumier’s PR company.”Darrell Batchelder
    CareerWorkStation
  • “Kay is proactive, accountable and gets results.”Laura Geary
    Praxton
  • “Thanks to Kay, public awareness of ACA has dramatically increased.”Ann Woods
    ACA, Northern California
  • “Kay helped us project an image of credibility in a complex industry.”Morgan Jones
    MoJo Designs
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