Addison Marketing for CDNetworks – Positioning and Messages, PR, Marcom, Company Launch, Tagline, Website refresh, SEO
“Frances and Addison Marketing were instrumental in helping CDNetworks successfully launch our products and services into the US and European market. She was a core partner to all aspects of our company’s positioning and marketing efforts from the outset and helped us go from a few customers to over $20 million in revenues in the US & EU market in just 2 years. As a market leader in Asia, CDNetworks needed a true veteran with high integrity and skills to translate our leadership into the US & EU market, and it is exactly what we got with Frances.” Steve Chung, Chief Strategy Officer, CDNetworks
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Accelerating Your World
Addison Marketing began working with Seoul, South Korea based CDNetworks in June 2007, planning and executing their initial launch in the US market. Frances Mann-Craik, CEO of Addison Marketing, served as interim Vice President of Communications for CDNetworks until September 2009, after the firm installed marketing and PR in house.
“Frances presented herself as part of the team. And it felt like she was part of the team internally. You quickly forgot she was from an outside agency. She knew us - our technology, our customers, and our industry - and leveraged that knowledge and her expertise to build our reputation in the market.” Sarah Willis, VP of Marketing, CDNetworks 9/08 – 4/09.
- US expansion Go-to-Market Plan
- US Positioning and Messages for the initial US market expansion. Including a customer needs survey, competitive research, category research, and technology research.
- US Company Launch to US business and technology media and analysts, including an exclusive first article in Reuters, “CDNetworks aims to outdo Limelight in Web” and several other high profile outlets.
- Provided strategic PR counsel, coaching and Media Training (link to Media training in Services) for CDNetworks US executives, serving as an integral part of the executive team as Interim VP of Communications.
- Developed on-going PR Program including media list development, media relations, media training for CDNetworks’ executives.
- Wrote, pitched, distributed, managed interviews for 40+ press releases with editors in business, technology, verticals and BLOGs.
- Broad Media Coverage “Buzz” with over a thousand articles, posts and mentions.
- Achieved mention of CDNetworks as a “Top Three CDN” in the majority of category articles.
- Created CDNetworks’ worldwide tagline: “Accelerate Your World” (changed to “Accelerating Your World” in the US for copyright purposes)
- Developed client case studies – interviewed, wrote, managed reviews process
- “Translated” headquarters-created 60-page website from “Korean-English” to “American-English”
- Created SEO for content and HTML META tags for US website
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