Getting the Mass Media to Look At — Not Over —
a Unique "Parent Security" Service

Mission: Launch a Start-up from a Different Point of View. ParentNet administers a unique security service enabling parents to go to the Internet (parentnet.com) to watch their children at day care centers. Using special video cameras with embedded technology from Axis Communications — another ShapeTechnology client — Georgia-based ParentNet provides busy working parents with peace of mind. While the concept was intriguing, it was obvious that ParentNet required broad media exposure to secure contracts with large day care chains, promote the concept to consumers and create an initial success.

Breaking the Journal Barrier. The Wall Street Journal generally does not cover private companies. Yet both ParentNet and Axis sought a place in the Journal. ShapeTechnology saw an exciting opportunity. Virtually all media coverage developed for ParentNet would provide Axis with important coverage, too. The solution? Reverse the spin and pitch the Journal on a consumer-oriented story — the application parents could use to share their toddlers' day. The Journal liked the story, ran it and gave both ParentNet and Axis' embedded technology important exposure.

Broadening the Message. One vehicle in one medium is never enough. ShapeTechnology tailored a press release to the needs of individual publications. Then we placed the ParentNet story into print media as varied as Business Week, the New York Times, Time Digital, regional newspapers, parenting/consumer magazines and information technology magazines.

Getting the Camera on Camera. Most public relations agencies offer expertise in either print or broadcast. ShapeTechnology understands that clients must gain exposure across media - and offers the expertise to obtain it. We created a Video News Release (VNR) and gained exposure within all of the Nielsen Top 40 TV markets and more. The ParentNet VNR ran on the major television networks (ABC, CBS and NBC) plus Fox and CNN. After two months, we were already at 600 airings in the United States alone, plus international airings on the BBC and other news bureaus.

Pulling Out All the Stops. ShapeTechnology took a full-service approach to ParentNet's launch. We positioned the service, created the company's corporate identity package, and produced a brochure that went to day care companies and even developed a direct mail package that day care centers could personalize and send to parents. This mailing enabled day care centers to present a value-added proposition to attract and keep more satisfied customers.

The Net of It. By calling on ShapeTechnology to coordinate the entire launch process, ParentNet signed contracts with three major day care center chains and a number of smaller independent day care centers. ShapeTechnology's commitment to our clients leads to innovative solutions that coordinate our clients' communications efforts to achieve maximum return on their investment.