Adept Marketing, a top Web design & Internet marketing company in Columbus, Ohio, was looking for help generating awareness about its company through media relations. Rather than hire a full-time PR professional, Adept turned to Kessel Communications for assistance.

“We knew what we wanted and Kessel Communications helped make our vision a reality,” said Danielle Walton, co-founder and principal of Adept Marketing, “Kessel Communications helped us figure out a strategic way to communicate our message through a proactive media relations approach, and their execution put us in front of our target audiences.”

Strategic approach

A small investment and targeted approach can go a long way. In April 2011, Kessel Communications helped Adept Marketing pitch, position and place a byline article in Compendium Magazine, as well as placements in other leading dental trade publications.

“We targeted the dental trade because it’s an industry in which we’ve had great success and our dental clients are a market we would like to grow,” said Walton.

Kessel Communications was integral in identifying topics to discuss with this particular audience and getting the articles picked up by the most appropriate outlets. 

The articles were a small investment and demonstrated Adept Marketing’s expertise in the field, informed readers of their services in an organic way and drove interested readers to a landing page with information about Adept and its Internet marketing services. 

“The byline article strategy led us to better define our story and business with consistent messaging, develop a press kit, and create a media room on our website,” said Walton.

Measurable results

The articles were also leveraged on Adept Marketing’s social media properties and website. From this pinpointed effort, Adept Marketing saw a 30 percent increase in Web traffic and received seven inquiries resulting in three clients bringing in earnings equaling nearly 300 percent of the original investment.

“Kessel Communications is the first PR agency we have worked with that has really done what they said they would do, tracks their performance and provides real results,” says Walton. “PR will continue to be an ongoing strategy for us to complement our existing marketing efforts.”