Media Relations + Copywriting + Content Strategy & Development + Messaging Development + Social Media Strategy + Analyst Relations

Banyan Water: Positioning an IoT startup for industry recognition

Banyan Water is a leading provider of data-driven water conservation for enterprises, using IoT smart devices and real-time monitoring and analytics to help businesses track and save their water usage.

In early 2017, Banyan partnered with Red Fan to execute a one-month, executive briefing package—part of Red Fan’s press-ready offerings—including a traditional audit of public-facing communications tools and recommendations on how to improve its overall content strategy across website and social channels, adding depth to Banyan’s thought leadership platform.

In an effort to customize Red Fan’s press-ready offering to accommodate Banyan’s expanding startup goals, the agency also provided guidance on how and when to engage with media and analysts at market research firms, a key pillar of B2B tech strategy. Red Fan provided Banyan with a unique pitch strategy, recommended the best analysts to pitch at various market research firms focusing on IoT technologies, submitted a request for a vendor briefing and held a call between senior leadership at Banyan and three Gartner analysts focused on IoT.

Within the same month, Red Fan also secured press coverage for the company in Built in Austin and Crain’s, held an interview with Bisnow and crafted and distributed a press release announcing a new product.

Following the month-long executive briefing and Red Fan’s success with industry media and analysts, Banyan extended their relationship to expand its market footprint, amplify its social content, boost its executives’ thought leadership platforms and more.

In just three short months following the completion of the executive briefing, Banyan Water saw a massive increase in social media engagement, including a 62 percent increase in reach on Facebook and a more than 40 percent increase in impressions on Twitter. Red Fan also assisted in authoring and securing industry bylines in FacilitiesNet and GreenLodgingNews, as well as facilitating placements in IFMA’s FMJ Magazine, The Source and Cisco’s The Network. Press coverage in the first three months following Banyan’s contract expansion with Red Fan drove 26.7 percent of all website traffic to the Banyan Water website.

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