WebtraffIQ is a start-up web analytics company founded in 2002 that provides services to major brands. Elemental was hired to help build the WebtraffIQ brand through media relations, PR campaigns, and establishing the company and its spokespeople as experts in the field of web analytics. Over a three year period, Elemental secured over 150 print mentions for WebtraffIQ and generated a ROI of over 1300% through its communications work, helping WebtraffIQ become one of the top web analytics firms in the UK and leading to its successful acquisition in 2006.

1. WebtraffIQ case study Digital marketing and PR

2. About

3. About WebtraffIQ WebtraffIQ is a start-up web analytics company founded in 2002 The company provides services for brands including Cadburys, City & Guilds, DMA, Dove, NASA, Reuters, Sony and Wilkinson Sword

4. Brief

5. Starting start-ups WebtraffIQ entered an aggressive marketplace for web analytics software Elemental was appointed to create and manage the new WebtraffIQ brand In to addition raising the visibility of spokespeople

6. Approach

7. Brand development Assisted the WebtraffIQ team in determining the direction of the brand Included the development of its product and services for marketers In addition to measurement of multi-channel campaigns

8. Media relations & PR Built a strong rapport with journalists and media professionals across Advertising, business, marketing and technology media including verticals Covering B2C, marketing, PR and sales subject matter

9. News engine SEO Optimised press releases for news aggregators, directories and Search engines increasing visibility and creating long-tail search results Boosted link equity and positioned the brand in engines

10. Search marketing Researched keywords and phrases across main search engines MSN (Bing), AOL, Ask, Google and Yahoo! against WebtraffIQ’s competitors and arenas Meta tags successfully ranked the brand in the above

11. Befriending brands Successfully working with WebtraffIQ’s media was just one approach Strong relationships WebtraffIQ’s clients media enabled us to communicate Case studies and stories to reach extended publications

12. Impact

13. Accounts wins Demonstrated product functionality and flexibility with brand stories Success showed the service working in competitive markets and how It was used to measure progressive digital campaigns

14. Building the brand Announcing work managed for well-known brands in high calibre media Enabled us to build upon WebtraffIQ’s brand development establishing it as One of the UK’s most established web analytics firms

15. Creating columnists Creating monthly opportunities for WebtraffIQ spokespeople ensured rich Continued visibility of the brand and the people behind it building kudos by Addressing topics relevant to its perspective clients

16. Spearheading debate We sought relevant Q&As and assisted WebtraffIQ reply to each enquiry We covered subject matter that positioned the brand and conveyed expertise We ensured that WebtraffIQ led the debate within media

17. Creating spokespeople WebtraffIQ needed its spokespeople visible in top flight titles quickly We sourced features relevant to the WebtraffIQ and its prospective clients Conveying expertise in web measurement and metrics

18. Establishing expertise Through industry magazine specialist features we established WebtraffIQ As experts in web measurement and metrics across digital marketing Ecommerce, search and viral marketing channels

19. Reinforced expertise Sharing insight about metrics across a couple of magazines doesn’t cut it We worked with titles to debate issues that were going to be of importance Progressive comms ensured they were at the forefront

20. Sharing expertise The digital marketplace was evolving at a rapid rate with metrics at the core Accessibility and measurement were important issues for agency and brand WebtraffIQ shared expertise through features we sourced

21. Competition marketing Through our relationships with media competitions were arranged with titles The campaigns conveyed the functionality, flexibility and scalability of the WebtraffIQ service and allowed continuity with the winner

22. Building partnerships Placement in media based on partnerships demonstrated WebtraffIQ’s Product development and how it was being applied by clients, technology Partners and peers that enabled more collaborations

23. Boosting partnerships Partners achievements were boosted by demonstrating their application With in real-time examples for brands using WebtraffiQ to assist them Measure and calculate their return on investment (ROI)

24. Brand visibility Sustained coverage in global media allowed us to maintain the strength of The WebtraffIQ brand bringing kudos and building the confidence of existing Clients and increasing the number of successful pitches

25. The right story Reaching the right industry is crucial, but with the right story even more so. We regularly reached .net, Brandrepublic, Campaign, Data Strategy, NMA, Revolution, Web Designer etc., with positive stories

26. The value of comms We secured over 150 print mentions for WebtraffIQ in a competitive arena Our media relations generated a ROI of 1313% over a three year period The comms assisted in its successful acquisition in 2006

27. WebtraffIQ testimonial “ We are particularly impressed with Elemental ability to break down technical and jargon talk in media friendly language; easing the flow of our communications. ” Kevin Hutchinson, CTO

28. WebtraffIQ testimonial “ The impact Elemental has upon our off and online communications and PR thus far is phenomenal.” Marcos Richardson, European director

29. Elemental profile

30. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand: adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

31. Interested?

32. Getting in touch