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As we begin 2008, it is an ideal time to look forward to the technologies that are redefining how companies do business and reflect on similar disruptions that have taken place in the last decade or so. Over the years there have been many different transformational phases of the Web era and In each case, I’m proud to say, Access has played an instrumental role in helping companies achieve great visibility and traction in the marketplace: the advent of CRM software (Siebel Systems); the rise of e-Commerce (Shopping.com), open source software (VA Linux); and web-based content management (Adobe Systems) are just a few examples.

So, it is only appropriate that our first issue of Inside Access for 2008 has a decidedly “SaaSy” theme to it: that’s SaaSy as in Software as a Service (SaaS). In this edition we showcase a very successful engagement on behalf of longtime client, Intuit, helping them launch their web-based Simple Start program to newly minted entrepreneurs; and we welcome as a new client Citrix Online, provider of leading hosted remote collaboration tools for small and medium size businesses. Both companies are delivering on the promise of SaaS, in offering customers new ways of interacting and doing business. We think 2008 will be a crucial year for companies involved in SaaS; and it will be increasingly more difficult for organizations of every size to ignore the value proposition delivered by SaaS. From a public relations perspective, it’s imperative that companies marketing software as solutions effectively articulate their own value proposition amidst growing competition within every software category, and successfully translate the technology, business process, workflow and collaboration benefits into easy-to-grasp competitive differentiators. As we swing into 2008 at an ever-accelerating full Web 2.0 speed, I will step back, pause momentarily and wish you all the very best for success this year.

Susan G. Butenhoff, President & CEO
susan@accesspr.com

Our Work With…

Intuit QuickBooks Just Start 2008

Fact: Seventy-two percent of Americans dream of starting a business. Tapping the opportunity to reach first-time consumers and get new customers into the QuickBooks franchise Intuit planned to offer its entry-level product, QuickBooks Simple Start for free. To support the free offering, Intuit and Access developed the "Just Start" campaign. The program was designed to ignite an entrepreneurial revolution by speaking directly to the hearts of consumers, inspiring and guiding budding entrepreneurs across the country to pursue their dreams and launch their own businesses.

The combined team implemented multiple elements including compelling survey statistics, a national contest with a $50,000 grant and local events. A multi-faceted media relations blitz unfolded in three phases: Phase 1, the team secured an exclusive with USA Today columnist, Rhonda Abrams. The campaign took off with a big bang as the exclusive appeared on USA Today.com with Intuit's key messaging riddled throughout the piece. The article was the perfect match to spark buzz as it appeared in 50 daily newspapers nationwide. Phase 2 of the campaign focused on targeted pitches and real-life stories about aspiring entrepreneurs that resonated with key demographics, and then seeded to a wide spectrum of consumer media. Finally, in-market events in key small business growth cities further fueled the Just Start campaign as small business experts were on hand to offer advice to budding entrepreneurs who were onsite sharing their small business dreams through testimonials and pledges to join the revolution.

Media coverage included 140 feature articles, 60 national hits and 400 million impressions, with 95% message pull-through. The contest generated over 1,500 entries, 2,500 pledges and realized more than 23,000 votes for the finalists. The business impact was even more impressive: more than 279,000 downloads of Simple Start to-date and Intuit has increased its online community membership by 333%.