| Servio Executive Resources |
Testing the market and targeting senior executives. |
|
Senior management has been slow to adopt the tools provided by
the computer revolution. Servio Executive Resources targeted that
particular audience by offering products and services tailored specifically
for that select audience and then proceeded to test the market with
a launch
program in New York City that
addressed the media and potential
corporate users.
The goal of the public relations campaign was two-fold: To reach the media nationwide, but also to target New York as the only area where the company had a site. An elaborate two-day event was planned for New York, with receptions at the Servio offices in Midtown Manhattan for both the media and corporate users. Attendance on both days filled the facilities to capacity. In anticipation of the launch, and after the event, articles were placed with a variety of business and MIS publications to emphasize the benefits of using technology at the higher levels of management. The Servio approach eventually proved premature, and the company shifted its resources to other operations, capitalizing on the visibility gained during the experiment. However, the launch was a success, helping to test the viability of the venture, while providing the foundation for the company's corporate image. |