Communications with perspective
PARSHIP on track to becoming a market leader in the matter of love
Challenge / Approach
With the help of a science-based matching process, PARSHIP started a brand new online dating service in 2001. Their loving relationship with Klenk & Hoursch began in 2003, as they sought to position the young brand in the long term. The challenges: there was a problem with the image of frivolous online sex offers, the need to explain matchmaking and the reason behind the price, the lack of newsworthy topics and limited resources.
A three phase long-term media relations strategy is the foundation for a premium brand’s successful communications and positioning: phase 1 is about demarcating and differentiating from the market. In phase 2, the brand has to be relevant; in this case, by capitalizing on dominant themes relating to partner search and singles. This is further expanded on in phase 3 by positioning the brand as a market leader. Occupying topics like partnership and science, market trends, service quality and innovation led to successful implementation of the strategy. To remain newsworthy and showcase the serious and credible expertise PARSHIP drew on diverse approaches: representative studies and surveys, the use of testimonials and experts, as well as cooperating with numerous media outlets and connecting community management and engagement on Twitter and Facebook.