Azuga, a leading provider of connected vehicle and fleet technologies, tasked ARPR with media relations support for the launch of Azuga SafetyCam, a proprietary WiFi-enabled, dash-mounted monitoring solution. With a dozen competitive fleet video monitoring solutions already in the market, ARPR knew it would have to develop a launch strategy that zeroed in on Azuga’s key differentiator - its safety value proposition.?
The SafetyCam launch represented a major push to drive awareness for Azuga’s safety-oriented solutions, in an effort to differentiate its offerings and better compete in the crowded fleet tech market. So, ARPR’s primary objective was to secure media coverage in publications reaching Azuga’s target buyers with a clear articulation of the company’s safety messaging.
ARPR devised a targeted media relations strategy focused on vertical market storytelling with publications that we knew would most directly reach Azuga’s buyer personas across pest control, HVAC, landscaping and construction industries.?Leveraging deep relationships with fleet tech media, ARPR pursued an exclusive strategy with Automotive Fleet, our #1 target for launch coverage, with a goal to secure a dedicated feature that would subsequently facilitate downstream momentum. As a Bobit Business Media publication, an exclusive with Automotive Fleet would all but ensure syndication across the publishing group’s other relevant fleet outlets that reach Azuga’s key buyer personas. Following outreach for an exclusive, we developed a day-of media outreach strategy to target second-tier fleet publications.?