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Obopay

Strategy

Obopay is setting trends in mobile payment technology. The company has stepped into a heavily evolving niche market within two industries that are extremely tough to navigate: banking and wireless. To say the least, it has created an uproar. Obopay sought RLM’s assistance to break into the business and technology media and transform its brand into a household name and trusted media source.

Tactics

RLM concluded that the best way to infiltrate the media with information about this forward-thinking company, was to not only capitalize on major partnerships Obopay formed with key industry names (Citi, Verizon, AT&T and AOL, just to name a few), but to also create effective (and quirky) story angles around product launches, events and mainstream topics within the mobile payments industry.

Carol Realini, an exceptional female entrepreneur and the founder of Obopay, proved to be a great source to present to media. She was quickly accepted as a valuable resource for journalists who sought commentary on a variety of subjects, from advice for business women to the evolution of mobile technology and mobile consumers. RLM leveraged Carol’s expertise and strong interviewing skills to make her the “go-to” woman for perspectives on news and consumer behavior.

In addition to Carol’s expertise, Obopay is staffed with experts full of knowledge about the financial and mobile phone industries. Ramy Mora, VP of Marketing, and Irv Henderson, VP of Product Development, proved to be excellent resources for the media as well, with their broad knowledge ranging from consumer trends to current and developing mobile technologies.

Results

A start-up, focused on “making it” in a nascent market, Obopay’s goal was to become a well-known, credible company within the mobile banking marketplace. They formed partnerships with heavy-hitters in banking and mobile technology, and they have grown into a reputable powerhouse for journalists looking for experts to speak on a variety of industry topics.

RLM garnered extensive media coverage by utilizing the knowledge of Obopay’s well-rounded staff and were able to include Obopay representatives in publications such as: The Wall Street Journal, the New York Daily News, the Chicago Sun-Times and Portfolio.com.

Obopay also successfully penetrated major print publications via interviews with top ranking journalists, such as Sarah Needleman with the Wall Street Journal and Jonathan Blum with Fortune Small Business. After several successful media outreach campaigns, Carol’s consumer knowledge and industry presence is well respected among journalists who now frequently contact RLM requesting interviews. Obopay is now well on its way to achieving its goal of becoming a household name.

Obopay: Select Media Placements

July 2007 – February 2008