- Case Study -
Topia
With the global shift to remote work, Topia was looking to redefine the Global Talent Mobility category to include remote workers. Next PR optimized the brand's analyst relations strategy, engaged with HR decision-makers and increased brand awareness around this topic.
THE CHALLENGE
Topia, an HR tech company, needed to highlight its niche remote work solution in a category brought on by the pandemic. It operated in an over-saturated competitor landscape, so it was imperative to reach HR leaders and business decision-makers to educate them on the value of its tech solution.
HOW WE GOT THERE
To take advantage of the market opportunity and leverage analysts as key influencers of HR decision-makers, Next PR planned and hosted an Analyst Day: one briefing attended by multiple analysts from a variety of firms. This involved engaging the top analysts in the HR technology space, creating and distributing educational resources and preparing Topia spokespeople to demonstrate product capabilities and answer questions.
Next PR also supported the development of a paid relationship with Fosway Group, one of the leading research firms in HR technology. It was crucial that Fosway analysts had a deep understanding of Topia and its products. The team scheduled quarterly briefings with Fosway analysts and shared company updates, such as Topia’s acquisition of an immigration technology company, to keep analysts up to date on Topia’s innovation and growth.
THE RESULTS
As a result of Next PR’s research and outreach, eight analysts from multiple research firms attended the Analyst Day to discuss Topia’s products and the HR technology marketplace. The expertise and innovation Topia highlighted helped expand the company’s brand awareness and credibility, demonstrating why it’s a major player in this space.
Throughout the year, Next PR coordinated 12 analyst briefings for Topia, leading to aligned industry messaging that resonated with decision-makers as well as inclusion in a top-tier analyst report.
Topia’s relationship with Fosway led to expert quotes the team included in press releases, an analyst-authored blog post highlighting Topia’s innovation and a webinar recording with Fosway Group analysts.
Topia was also placed in the highest category of “Strategic Leader” on Fosway’s annual Talent & People Success 9-Grid for the third consecutive year. This reinforced third-party credibility for the Topia brand, supporting the sales team with lead generation and customer retention.