Member Avatar for AnnekeR

Hey guys,

I am really interested to hear what you all have to say about this marketing case-study. I think there is often a real lack of concrete advice when it comes to the nuts and bolts of marketing one-time events. There is always a ton about growing traffic, SEO, etc., but what about good, old-fashioned news-worthy happenings? I think it would be really helpful to work together to come up with an event marketing checklist.

So, here is my situation...

This week TurnKey Internet (the company for which I am the Marketing Director) finalized the purchase of a great big new datacenter in New York. It's a former federal government building with 1-foot-thick cement walls so it's the perfect place to house our infrastructure. The multi-million-dollar expansion comes on the heels of record growth over the past 2 years.

I'm currently brainstorming about how to use the new acquisition marketing-wise and I'd love to enlist your help!

So far I've written a press release that got distributed (via PRWeb) yesterday morning with a nice result. The story got picked up by several tech news sites.

SNIP

I also wrote a blog post about the acquisition and posted pictures of the outside and inside of the new building pre-upgrades.

SNIP

Of course I've sent out notifications in all the social media outlets (Twitter, Myspace, Facebook, etc.)

I've also been writing personal emails to all of my press contacts online and off, including all of the local newspapers. So far we've gotten one interview for an article in our local Business Review.

So, now, here I am, posting to you guys. What should I do next? Have I covered all of my bases? If this was your project to market and promote, how would you go about doing it? I think it would be so great if we could work together to build that checklist I mentioned, to help good little marketers like me It can feel overwhelming to tackle a project promotion without one!

Looking forward to hearing your thoughts!

Best,
Anneke

Edited by happygeek because: promotional links snipped - no product advertising here
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Turning a facility acquisition into measurable marketing value means answering one simple question first: what concrete benefit does this change deliver for customers? called that out; has the story—so the launch program should turn those advantages into sales-ready assets, measurable offers, and content that builds long‑term trust.

  • Build a compact media kit (one‑page fact sheet, high‑res photos, floorplans, executive bios, short FAQ, contact for embargoed briefings). Have engineering and legal sign off on all technical and security claims before publishing.
  • Create a single launch landing page with a clear CTA and a gated technical whitepaper or migration checklist to capture qualified leads. Use consistent UTM parameters for every outbound item.
  • Run targeted outreach: trade and vertical press, local business outlets, and industry influencers. Offer technical briefings or embargoed tours to specialized journalists.
  • Host a technical webinar plus a recorded guided tour (short clips and a longer technical walkthrough). Reuse that video across email, social, and a media page.
  • Equip sales: migration playbook, canned email templates, demo scripts, and a limited-time migration incentive to reduce friction for early movers.
  • Content calendar (90 days): technical deep dive, customer migration case study, FAQ updates, and long-form SEO pages focused on services and operational guarantees.

Track success with a few concrete KPIs: press pickups, landing-page conversion rate (gated asset downloads → MQLs), demo requests, paid migrations or colo signups, and change in churn or MRR tied to the new facility. Shorten feedback loops by routing all press and sales inquiries to a single inbox and logging source data.

Caution: avoid vague security or compliance claims without documentation, prepare support teams for increased migration activity, and stage any public tours under clear safety/NDAs. Frame all outward messaging around customer outcomes (control, reliability, cost/efficiency, continuity) so publicity converts to trust and revenue rather than just headlines.

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Member Avatar for kotten2

Well my first question would be ....why does it matter to your customers or prospective customers that you got a new building? does it make them any happier? if so, why? will it improve your service to them? will it help them in any way? will buying a new building increase the costs for your services or lower them? I always think when a company buys a new building they're going to raise their rates :)

I think you have many interesting newsworthy articles on your blog which you should promote that are more customer centric.

Edited by happygeek because: quote with links deleted
Member Avatar for AnnekeR

The new datacenter will mean a lot of things to our customers. First of all, owning your datacenter as a hosting company is always a big deal. It means you have 100% control over your infrastructure, and most hosting companies lease or outsource their hardware. This sets us apart. It instills a lot more confidence in customers who know the industry and raises us to a higher tier of host. Second, we will be running much more efficiently and will be able to pass that savings along to our customers. Third, the fact that this is a former federal government building with 1-foot-thick concrete walls means our infrastructure will be secured to federal government standards. That matters to everyone who cares about the security of their data and is especially important to people who use our colocation services. Fourth, a growing company is a strong company and we have shown record growth despite the global recession. This expansion reinforces that fact and shows our customers we're going to be around, doing business, for a long time to come.

And my question remains, have I missed any avenues for promotion? Have I not been clear enough about the benefits this new building will have for our clientele? If not, what can I do to better market this project?

Edited by AnnekeR because: additional information
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