MyDrive Solutions

MyDrive Solutions, a UK-based B2B technology start-up, began with an ambition to establish itself as a key player in the specialist vertical market of insurance telematics – the collection of driver behaviour data for insurers to calculate the level of risk presented by each individual. 

MyDrive enlisted the services of ITPR in order to raise the profile of the previously unknown company, who in turn created a bespoke PR campaign, based on thought leadership and SEO. Detailed web analytics demonstrated results derived from the first six months of the campaign that led to MyDrive being recognised as an undisputed heavyweight in the insurance telematics arena. 

Thought leadership tactics

Targeting the insurance market, MyDrive Solutions was more than aware that its market was that of limited size and fast development – two factors that made PR an essential element of the marketing strategy. PR, unlike many other strands of the marketing mix, could quickly provide high impact, targeted media splash and regular content to feed other marketing activities.

But as like many fledgling companies, MyDrive had little or no profile in its target media, no search engine presence for its key terms and was yet to acquire customers who could recommend its product or services.

ITPR formulated a specifically tailored PR campaign, based primarily on thought leadership and SEO. Opinion articles and soundbites on topical issues were designed to give MyDrive and its key spokespeople a platform in influential trade publications from which to emerge as experts in the field.

PR push