Creating an Identity for a New Dot-Com
 The
Challenge: ez401k.com was about to launch the first online Internet
site where employers can actually set up a 401k plan, saving time
and significant administrative costs in the process. The challenge
was to gain media attention amid the hundreds of dot-coms launching
every day.
The Solution: We prepared a well-crafted
press package explaining how ez401k was the first to enable a company
to set up a complete plan online. We strengthened the story by including
plenty of background on the advantages of creating a 401k plan online,
the types of companies we expected this would appeal to, and the
current trend in which start-up companies are finding that they
have to offer 401k plans immediately to compete for employees. We
relied heavily on electronic distribution to reach the relevant
online publications.
Results: We had a story on the front
page of the business section of a local Knight-Ridder publication,
coverage by electronic publications ranging from Yahoo! to 401kwire,
and mentions in additional print publications in several states.
<back to case
study index> <next case
study>
|
