Strategic media relations supported Tectrade in building its profile & raising its sale price
The Brief
Data protection & recovery specialist Tectrade was seeking an exit via an M&A within two years.
However, its appeal to potential buyers was constrained by low brand visibility amongst IT decisionmakers.
SAY was tasked with overhauling the company’s messaging & building an external media profile.
Solution
SAY reframed Tectrade’s proposition to ‘Zero-Day Recovery’, highlighting the importance of rapid backup & recovery capabilities as part of an integrated IT & cybersecurity strategy.
This resonated with the immediate priorities of CIOs, CTOs & the media, leading to a significant rise in editorial & business opportunities.
Over a 17 month period, SAY tripled Tectrade’s Share of Voice against identified competitors, culminating in its acquisition by the CSI Group.
