Proof Integrated Communications

Range of Work

• Market Research
• Messaging
• Branding & Identity
• Digital Design & Development
• Television & Video Production
• Print Collateral
• Multi-Country Events

SITUATION

In November 2009, representatives from Augere, a global broadband services provider, put an ambitious plan together in conjunction with Burson-Marsteller and Proof to create and launch a new nationwide 4G-LTE network. Funded in part by Phil Falcone’s Harbinger Capital Partners (HCP), the company, which adopted the name LightSquared, would be the first wholesale-only 4G-LTE wireless broadband network in the United States. LightSquared needed to not only create its brand and messaging, but also launch an impressive digital presence introducing this groundbreaking company to an eager market.

STRATEGY

Burson-Marsteller and Proof worked closely to develop at 360-degree approach to LightSquare’s launch. From brand ideation and creation to message development and website construction, Burson and Proof’s partnership produced a comprehensive public relations and marketing strategy launching LightSquared to much fanfare on July 20, 2010. As Burson-Marsteller’s PR team managed media outreach and press relations, Proof worked diligently to prepare LightSquared for its official unveiling, arming the new company with a complete brand identity; an external, public-facing website; an employee brand introduction site; and supporting employee collateral, including welcoming kits and business cards.

RESULTS

Burson-Marsteller’s and Proof’s combined efforts resulted not only in a successful launch, but also in more than 400,000 hits on Google, articles in leading business and trade media publications, and recognition among blogs, key opinion elites, and social media influencers. LightSquared’s coverage in core print and online articles, in combination with additional pick-up and circulation among various news sites, blogs, and Twitter activity, resulted in 636 total articles and upwards of 587 million media impressions. In the first hour of LightSquared’s existence, the introductory video in total was downloaded and embedded into more than two dozen influential blog postings.