“Since Rajant started working with Tech Image, we have strengthened our presence in existing and new verticals. The Tech Image team listens to our needs, and we consider these teammates as an extension of our company.”

— Dava Baumann, Vice President, Global Marketing
Rajant Corporation

Thought Leadership, Social Media Create Brand Presence Across New Verticals

Challenge

Raise brand awareness and scale of Rajant’s product portfolio in new verticals

Increase brand awareness via Rajant’s Twitter and LinkedIn social media channels.

Rajant Corporation, a pioneer in wireless kinetic mesh technology, focused its marketing initiatives on the military and mining industries from the inception of the company in 2001. Rajant’s kinetic mesh technology emerged as a result of September 11 and the communication infrastructure failures that occurred on that day.

In 2015, Rajant launched a new marketing campaign to raise awareness of the scale of Rajant’s product portfolio across new verticals, including transportation, oil and gas and municipalities. To describe Rajant’s advanced technology, the campaign dubbed itself the “Living Network.” It described the mobility, ruggedness and autonomy of Rajant’s kinetic mesh and its ability to evolve with an organization’s connectivity demands.

Rajant sought a PR partner with media relations expertise across multiple verticals and a background of working with other technology-based companies. Rajant also wanted to team up with a company that had digital experience to increase brand awareness across their social media channels.

Solutions

Tech Image worked with Rajant to determine what would make the greatest impact in Q1 and throughout 2015. Tech Image leveraged Rajant’s pedigree in military and mining to position the company and its technology with new target audiences.

In order to increase visibility across transportation, oil and gas and municipalities, Tech Image did the following:

  1. Leveraged Rajant experts, content and rich media assets to tell its story and its value propositions to different verticals
  2. Aligned thought leadership initiatives with the execution of a social media program where Tech Image could create and manage the Rajant Twitter and LinkedIn channels
  3. Leveraged new relationships with industry analysts and market research firms to open doors with desired prospects

Results

108
Media Placements
42
Increase in LinkedIn Followers

Tech Image created 24 thought leadership bylines across new and existing verticals. Content creation led to 108 original media placements including:

“Staying Connected”
– Mining Magazine

“Kinetic Mesh Networks Improve Mass Transit Communications”
– Mass Transit Magazine

“Kinetic Mesh Offers Stable Wireless Network in Changing Environments”
– Rigzone

“Keeping the Lights On: How Kinetic Mesh Supports Smart Distribution”
– Electric Light and Power

In addition to the successful media coverage, Tech Image increased the followers on Rajant’s LinkedIn page by 42 percent – from 564 followers to 802. Articles posted to the page generated 575 clicks.

It also created the @RajantCorp Twitter handle and increased Rajant’s followers from 0 to nearly 100. The @RajantCorp Twitter handle generated 136 mentions, 49 retweets and 107 link clicks.

www.rajant.com

Identifying early the need for wireless network infrastructure that could effectively support ever-growing mobility demands, Rajant Corporation developed its patented Kinetic Mesh technology—and in turn became the pioneer provider of the most adaptable, scalable, and readily deployed private mobile broadband networks on the market today.

Looking for a Digital PR Company?

  • Ask to see social media “accelerators” in news coverage

  • Ask to see the list of “Digital Influencers” for your industry

  • Ask to see how video assets are used in media coverage

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