Challenge
Generating brand value through PR and thought leadership
Positioning as a thought leader across federal, state and local agencies.
Symantec was looking for an agency with public relations expertise, market knowledge and relationships across the federal and state, local and education markets to enhance their brand value and drive meaningful media coverage.
Solution
A strategic approach
Symantec turned to Yes& to provide market-relevant, thought leadership-based content support. Given the ever-evolving media landscape, Yes& developed multi-pronged Strategic Roadmaps to help guide Symantec’s PESO (Paid, Earned, Shared, Owned) activities. This included developing earned media outreach, thought leadership campaigns, marketing assets, blogs, customer case studies, as well as speaking and award pursuits that aligned Symantec’s messaging and solutions to current market drivers.
Results
Generating coverage
Over an 18-month period, Yes& executed on 10 Strategic Roadmaps to position Symantec around key business focus areas. As a result of those campaigns, we generated more than 120 pieces of coverage; placed 13 op-eds/contributed articles; conducted 30 media interviews; developed 8 marketing assets; published 35 blog posts; and secured 3 industry award recognitions.
