Cbeyond: Positioning for Dramatic Expansion

Situation

  • Cbeyond was in its pre-quiet period when it hired Calysto.
  • Cbeyond had presence in five local markets and was looking at expanding into three to five additional markets per year.

Goals

  • Increase the overall value of the company in preparation for an IPO.
  • Increase the overall value of the company in preparation for an IPO.

Calysto Results

  • Collaborated on positioning and key messages “Be the one-stop-shop for small businesses.”
  • Created awareness locally through an integrated PR plan for each new city rolled out.
  • Drove coverage in national enterprise publications influencing the SMB market.
  • Launched and created momentum for mobile services.
  • Targeted and expanded editorial coverage in key verticals, including legal, advertising & PR, health care and real estate.
  • Conducted Cbeyond service launches and ongoing grassroots PR campaigns in key cities.
  • Created Channel Partner PR Program.
Calysto