TechMarcom Marketing Communications for Emerging Technologies FOR IMMEDIATE RELEASE
Contact:
Jon Boroshok
TechMarcom
978-502-1055
jb@techmarcom.com
TechMarcom Adds New Clients and Projects Omtool and PTC Are Latest Tech Companies To Select
Marketing Communications Agency for Emerging Technologies
WESTFORD, MA, August 28, 2000-- TechMarcom, Inc. (www.techmarcom.com), an alternative hybrid of virtual independent agency and senior freelance high-tech PR specialists, today announced it has been retained by Omtool (NASDAQ: OMTL) of Salem, NH, and has been tapped for project work by PTC (NASDAQ: PMTC) of Waltham, MA.The agency, headed by high-tech PR veteran Jon Boroshok, was created to serve the special needs of start-ups, emerging technologies, and even some well-established companies that are often unmet by traditional agencies. TechMarcom has developed a new business model, offering marketing communications services on an "as-needed" or a la carte basis. The agency provides senior counsel and execution at below market rates, and does not assign inexperienced, entry-level personnel to smaller accounts.
"Despite the attempt to bring the economy in for a soft landing, many tech PR agencies won't take on new clients with retainers of less than $20,000 a month," said TechMarcom president Jon Boroshok. "We're filling a void in the market by providing senior PR professionals for newsworthy companies. The fact that we've been selected by public companies such as Omtool and PTC further proves that our value-added business model is winning over tech companies competing in today's market."
Omtool has been at the forefront of electronic document delivery since 1991. It designs, develops, markets and supports open client/server software. Its solutions automate and integrate communication throughout the enterprise, providing users with an extensive, flexible feature set for transmitting and receiving documents. TechMarcom has been retained to help launch new products and services.
"We've worked with larger agencies in the past, and found that as a smaller client, we were serviced by junior players," said Scott Dockendorff, Omtool VP of Marketing. "We decided to go to an agency with more of an Internet-economy way of doing business to help launch our new lineup. We wanted to pay for results, not the view of the Boston skyline from an agency conference room."
PTC is one of the world's largest software companies, specializing in collaborative product commerce solutions that help discrete manufacturers streamline product development. PTC software addresses all areas of the product lifecycle from product planning and engineering to service and retirement. The company selected TechMarcom to provide vertical media relations support for their in-house PR team and supplement their outside agency.
"We were looking for specific services and found that traditional PR services aren't always able to provide focused programs that produce specific results," said Roberta Carlton, PTC Director of Public Relations. "Independent, virtual agencies like TechMarcom can offer more flexibility and versatility to fulfill our needs."
"There are many newsworthy start-ups and smaller, yet promising established companies like Omtool that don't have a pleasant experience with their PR agency," said Boroshok. "Start-ups and smaller companies need experienced, senior PR professionals for strategic and tactical execution, but can't get that from most agencies. We look forward to providing the level of expertise demanded in today's competitive environment."
TechMarcom is also the agency of record for wireless ASP GeePS.com, Inc., Livineasy, Inc., Angstrom Microsystems, and doing project work for several accounts, including the Cognos Corporation.
Editor's Note:
# # #Jon Boroshok offers advice for tech start-ups searching for an agency:
* Myth: If an agency can service "EveryoneOnline.Com," they can service a start-up.
Reality: Large agencies match up best with larger, established clients. Working on an established account, a PR pro can become complacent and forget how to be proactive introducing a start-up. Small accounts may initially receive senior staff's attention, but will soon be serviced by less costly/less experienced juniors. Start-ups are harder to work on and need seasoned professionals.* Location location location - NOT! Location may be the most important factor when buying a house, but not when selecting an agency. A prestigious address does not make an agency do better work or increase the chances of media coverage. Would you rather pay for the view from your agency's conference room or pay for results?
* Agencies love to drop names of their media contacts - these may not be the right reporters, editors, and analysts for your company. Experienced pros quickly develop new press relationships as needed.
* When reviewing agencies, make sure the people pitching to you will be the same people that will be doing the actual account work. This should be written into the contract.
* Independent contractors are a limited resource, often working simultaneously for several clients. Make sure they have the bandwidth to take on additional work for your account and can meet your deadlines.
* Your in-house staff should be experienced enough to do the job alone and handle periodic spikes in the workload. In a tight labor market, ensure they're well compensated to lessen the attraction of offers from a competitor or agency.
* Chemistry counts - you'll have regular contact with your marcom professional. Marcom pros should be experienced in their field and must be able to learn your business quickly. A start-up's marcom needs and funding vary from month to month - your marcom pro must be flexible. Marketing communications is an investment. Selecting a source that matches your company's culture/personality is likely to give you the best return.
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