The business storyline is seldom simple. Stories are often interwoven and feature complex concepts. We enable our clients to link it all together so the message has impact and resonance.
Everything begins with the message. We work with our clients to map out their corporate culture and develop the key concepts that will shape the conversations about their brands. We create and distribute press releases, we track who is talking about their industries, their companies, and their competitors. We put their executives and subject matter experts in front influencers who share the message with the industry audience.
Palo Alto Software is a privately owned company that develops, publishes, and markets software products for use with personal computers. Palo Alto Software is a relatively small company that has a successful product line that is updated annually. Palo Alto Software is, however, guided by one well-recognized authority on the subject of business planning and small business issues, and a working mother with over a decade’s experience in technology business. The two themes- “Business Planning Guru who can add experience and knowledge to your planned article” and “The Challenges and Rewards of Being a Mommy CEO” – were the basis of Palo Alto Software’s media campaign with LVA Communications.
LVA began with developing different narratives for the two leaders of the company, Tim and Sabrina and their unique experiences and roles in running Palo Alto Software. LVA crafted new messaging and positioning that portrayed Palo Alto Software, and its executives as authorities on small business planning, with an emphasis on educating about the necessity of implementation. Additionally, Sabrina’s pitch as “Mommy CEO” was refined to reflect her real life experiences at home and on the job. Armed with two tailored messages, as well as a fair amount of diligence and persistence, over the course of 2007 LVA secured a feature article interview and photo layout for Sabrina in USA Today in an article discussing the challenges of working mothers. Tim was interviewed and written about in The Wall Street Journal, Forbes Magazine, The New York Times Online, Success Magazine, Small Business Resource Center, and SmallBizTechnology.com. Tim also became a regular columnist for Entrepreneur Magazine and hosted a guest column in The Huffington Post. He is also a recurring guest on Small Business Television (SBTV). In early 2008, Tim and Sabrina also co-hosted a speech on Succession Planning at the 2008 Women’s Congress Conference in Miami, Florida.