In October of 2017, Treatail was on the verge of publicly launching its brand new app. A day before the launch, Treatail came to 3Points looking to capture the attention of reporters. By earning media coverage, the app could be legitimized by a third party and therefore be located by the radar of a wider audience of potential users.
3Points made several recommendations to Treatail. Since the company was seeking media coverage with only twenty-four hours before the scheduled launch, 3Points recommended that Treatail push the launch date back by one week: this would provide time to revise existing materials and conduct proper outreach to the media. We also wanted to ensure that messaging was consistent across all media assets before the launch of both the app and the brand. This meant we audited the Treatail website and company Twitter, LinkedIn, and Facebook pages. Refining the messaging and putting in place a social strategy was imperative so that, once the launch officially took place, there would be a plan to follow to augment the earned and owned media assets.
Then, after revising the press release and prepping pitches, 3Points created curated media lists to target a tight group of reporters who might have an interest in the launch news. With such a short time frame, 3Points took an an all-hands-on-deck approach: every team member dove in to help complete the project on time.
Finally, 3Points published the press release on Business Wire, and distributed the release directly to the targeted reporter list.
Media outreach efforts resulted in four interviews and ultimately three feature pieces, in Chicago Inno, Blue Sky Innovation, and Built In Chicago, respectively. Treatail’s launch was also included in two industry newsletters, The Beat and Business Insider Intelligence. The placements provided legitimacy and positive momentum for Treatail, which will aid the company as it grows.
The placements were also strongly correlated with Treatail account registrations. The initial placements went live on November 8th, and November 8th-10th saw the highest number of registrations in Treatail’s first two months. The Built In Chicago piece was published on December 12th, and the following days marked the second-highest three-day period of user registrations.
Launching Treatail and announcing it to the world through the right channels was critical for our business. The 3Points team advised, executed, and delivered us to market in a way that truly helped us shine.”
– Adam Selsby, Founder & CEO