Clearpoint Agency increases awareness of Deckard Technologies and its real estate data analytics and technology solutions for regulatory compliance, public safety and community equity for local jurisdictions across the U.S.
Results: In One Year – 2022
Editorial Hits/Media Coverage
Contributed Articles In Trade Publications
Award Submissions Written
- Competitive analysis
- Messaging and strategy development – for company and two products
- Media relations via news releases and proactive pitching of key outlets and media contacts
- Thought leadership through content strategy and copywriting
- Voice of the customer program: customer case studies and testimonials
- LinkedIn strategy
- Website review and recommendations (not yet implemented)
Deckard Technologies is a software company that leverages its massive data collection and storage platform to provide tax fairness and equity in local jurisdictions by recovering mandated property and transient occupancy taxes, which support schools, infrastructure, fire departments, safety and other important services. The company had launched just a few months prior to the pandemic – just when many of its government prospects had shut down – and when things finally started to open up again, it needed a fast start to gain exposure.
Clearpoint conducted a competitive analysis of Deckard’s primary competitors and worked with the company to develop messaging for the company itself and its two key products. We then developed a strategic PR plan—comprised of media relations, content development, an awards bureau, and more—to achieve company goals.
The results, in just one year, include increased credibility for Deckard through regional and national media coverage, thought leadership, social awareness and traffic to its website that have helped the software company to gain sales and expand beyond its first state of California into New York, North Carolina, Texas, Florida, Nevada, Arizona, and Colorado, with more coming soon.
Thought Leadership and Media Coverage Delivered
Clearpoint’s PR plan included strategies to increase thought leadership and awareness through articles, positioning executives as experts, by determining key topics and timing of press releases. Clearpoint met with the VP of Sales & Marketing, the COO, and other executives to strategize on key issues important to customers, to develop appropriate concepts for thought leadership and news releases.
The agency secured multiple media features and contributed articles for executives in less than 11 months on key topics regarding short-term rentals and property taxes in publications including American City & County, Government Technology, GovExec.com, Government Computer News, American Infrastructure and Techwire, among others.
All 9 press releases were written and pitched by Clearpoint; topics included customer wins, partnerships, new product features, and new hire initiatives.
We also coached executives and Deckard’s customers on tips for media interviews and then facilitated the interviews, garnering additional coverage. We wrote case studies on how customers are using its technology and pitched the stories to the media. We also obtained testimonials for Deckard and leveraged them in press releases, award submissions, and marketing materials.
As a result, Clearpoint Agency obtained over 120 media hits for Deckard in just 12 months, getting the client off to a great start.
Award Campaigns Raised Awareness
Gaining exposure through award opportunities for Deckard’s AI technology and its executives has been another important aspect of the campaign to raise awareness and recognize clients.
Although we knew winning these awards would be a longshot because the company had never been heard of before, we also saw award submissions as a way to quickly introduce the company and its technology to influencers in the industry and the local market. Therefore, Clearpoint Agency submitted Deckard for several awards, gaining finalist status in one, including:
- Smart Cities North America, with the city of La Quinta
- San Diego Business Journal Top CEOs, for Nick Del Pego (finalist)
- Smart 50 Awards, with the city of La Quinta
- League of California Cities, Helen Putnam Award, with the City of Big Bear
Strategy was a key component throughout the process of working with Deckard. Clearpoint regularly met with executives and the marketing and sales teams to assess successes and determine next tactics. The goal for this company was to get them off to a great start in a short amount of time, to introduce both the company and its products, to help them to gain customers, and to raise awareness for them to provide credibility to expand into other states beyond California. Over one year the Clearpoint team accomplished every annual goal established.