{"id":22907,"date":"2024-07-10T09:55:59","date_gmt":"2024-07-10T14:55:59","guid":{"rendered":"https:\/\/www.pancommunications.com\/?post_type=case_study&#038;p=22907"},"modified":"2025-03-07T11:21:42","modified_gmt":"2025-03-07T16:21:42","slug":"vercara","status":"publish","type":"case_study","link":"https:\/\/www.pancommunications.com\/work\/case-studies\/vercara\/","title":{"rendered":"Building brand and creating demand on an international scale\u00a0"},"content":{"rendered":"<div class=\"gb-container gb-container-42fddb2f o-standard-wrapper alignfull\">\n<div class=\"gb-container gb-container-b2f8fd6e\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-d434e5ef c-counter-grid\">\n<div class=\"gb-grid-column gb-grid-column-1fbe42f2\"><div class=\"gb-container gb-container-1fbe42f2\">\n\n<div class=\"wp-block-stackable-count-up stk-block-count-up stk-block stk-047d1e4 is-style-u-outline-font-teal u-counter-large\" data-block-id=\"047d1e4\"><style>.stk-047d1e4 {margin-bottom:0px !important;}<\/style><div class=\"stk-block-count-up__text\">110%<\/div><\/div>\n\n\n\n<p class=\"gb-headline gb-headline-84847020 gb-headline-text is-style-default\">INCREASE IN<br>share of voice<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-86989885\"><div class=\"gb-container gb-container-86989885\">\n\n<div class=\"wp-block-stackable-count-up stk-block-count-up stk-block stk-6add382 is-style-u-outline-font-teal u-counter-large\" data-block-id=\"6add382\"><style>.stk-6add382 {margin-bottom:0px !important;}<\/style><div class=\"stk-block-count-up__text\">$4.2M<\/div><\/div>\n\n\n\n<p class=\"gb-headline gb-headline-8f401907 gb-headline-text is-style-default\">in pipeline with $10K in spend, ABM influenced<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-10692789\"><div class=\"gb-container gb-container-10692789\">\n\n<div class=\"wp-block-stackable-count-up stk-block-count-up stk-block stk-26e6134 is-style-u-outline-font-teal u-counter-large\" data-block-id=\"26e6134\"><style>.stk-26e6134 {margin-bottom:0px !important;}<\/style><div class=\"stk-block-count-up__text\">60%<\/div><\/div>\n\n\n\n<p class=\"gb-headline gb-headline-553ebdb6 gb-headline-text is-style-default\">rapid response pitch conversion rate<\/p>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-7ae99a35\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-4250da91\">\n<div class=\"gb-grid-column gb-grid-column-cbcf65f7\"><div class=\"gb-container gb-container-cbcf65f7\">\n\n<h2 class=\"gb-headline gb-headline-3e14d1c8 gb-headline-text is-style-u-eyebrow-heading\">Solution<\/h2>\n\n\n\n<h3 class=\"gb-headline gb-headline-1724fed3 gb-headline-text\">Combining the power of brand and demand<\/h3>\n\n\n\n<p>The team hit the ground running, focused on driving awareness through media relations across both the U.S. and U.K. markets. The PAN team worked cohesively across both regions to create a seamless client experience and media outreach plan to increase overall brand awareness, elevate thought leaders, and promote product news in both markets.<\/p>\n\n\n\n<p>We ramped up a rapid response engine to capitalize on breaking cyber security industry news such as timely cyber security attacks, DNS critical infrastructure needs, a ChatGPT attack, and pitches related to holidays or industry recognized calendar events.<\/p>\n\n\n\n<p>In addition, we utilized the following services and tools to broaden our international brand awareness campaign and demand generation tactics:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Quarterly owned surveys with Dynata\u2014these provided our team with data to fuel our pitches and content marketing<\/li>\n\n\n\n<li>ABM campaign for Financial Services via 6sense<\/li>\n\n\n\n<li>Email marketing<\/li>\n\n\n\n<li>Paid LinkedIn campaign<\/li>\n\n\n\n<li>Executive social programs for 2 Vercara leaders<\/li>\n<\/ul>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-ad8a8ba6\"><div class=\"gb-container gb-container-ad8a8ba6\">\n\n<h2 class=\"gb-headline gb-headline-a51ae2d9 gb-headline-text is-style-u-eyebrow-heading\">result<\/h2>\n\n\n\n<h3 class=\"gb-headline gb-headline-067ecbad gb-headline-text\">Earned + owned + paid = elevated brand awareness<\/h3>\n\n\n\n<p>In the first two quarters of work, the team doubled quarterly earned coverage goals, doubled share of voice within target publications, and saw a 75% increase in LinkedIn engagement.<\/p>\n\n\n\n<p>Additionally, the team kicked off three organic growth programs: account-based marketing efforts for the financial service industry, and two executive social programs.<\/p>\n\n\n\n<p>What&#8217;s more: this growth and momentum helped lay the groundwork for DigiCert&#8217;s acquisition of Vercara in late 2024.<\/p>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-eba9cc52 alignfull\">\n<div class=\"gb-container gb-container-6330e9ab\">\n \r\n\r\n\r\n\r\n<div id=\"c-quoteblock-block_9a5e63981d2756d49a30e19042111e7a\" class=\"alignfull c-quoteblock  c-quoteblock-is-logo c-quoteblock-style-five is-smaller-font\">\r\n    <div class=\"c-quoteblock__inner\">\r\n        <blockquote class=\"c-quoteblock__quote\">\r\n            <p>&#8220;PR and demand generation often operate in siloes, but PAN delivers an integrated approach that connects these efforts through a creative, connected story across our channels.<\/p>\r\n            <div class=\"c-quoteblock__attribution\">\r\n            <cite>Alice Palmer, Chief Marketing Officer at Vercara<\/cite>\r\n            <\/div>\r\n        <\/blockquote>\r\n        <div class=\"c-quoteblock__img\">\r\n                <svg width=\"248\" height=\"249\" viewBox=\"0 0 248 249\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\r\n<circle id=\"Ellipse 243\" cx=\"124.172\" cy=\"124.506\" r=\"121.268\" stroke=\"white\" stroke-width=\"5\" stroke-linecap=\"round\" stroke-dasharray=\"10 10\"\/>\r\n<\/svg>\r\n<div class=\"c-logo-wrap\"><img loading=\"lazy\" decoding=\"async\" width=\"280\" height=\"78\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2024\/03\/vercara-logo.png\" class=\"attachment-large size-large\" alt=\"vercara client logo, color\" srcset=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2024\/03\/vercara-logo.png 280w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2024\/03\/vercara-logo-100x28.png 100w\" sizes=\"auto, (max-width: 280px) 100vw, 280px\" \/><\/div>\r\n        \r\n    <\/div>\r\n<\/div>\r\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-ec5f9601 alignfull\">\n<div class=\"gb-container gb-container-d1595e59\">\n<div class=\"gb-container gb-container-3f66eb33\">\n\n<h2 class=\"gb-headline gb-headline-73c7d22e gb-headline-text is-style-u-eyebrow-heading\">More work<\/h2>\n\n\n\n<h4 class=\"gb-headline gb-headline-3048acaa gb-headline-text h1-style\">See more<\/h4>\n\n\n\n<h4 class=\"gb-headline gb-headline-5178928c gb-headline-text is-style-u-outline-font-teal u-move \">good stuff<\/h4>\n\n\n<div class=\"gb-container gb-container-566b7a3a\">\n\n<a class=\"gb-button gb-button-c90b68df gb-button-text gb-button-orange-button\" href=\"https:\/\/www.pancommunications.com\/work\/\">View Our Full Portfolio<\/a>\n\n\n\n<a class=\"gb-button gb-button-30ad2ea9 gb-button-text-only c-arrow-link\" href=\"https:\/\/www.pancommunications.com\/contact\/\"><span class=\"gb-button-text\">Let&#8217;s Talk<\/span><span class=\"gb-icon\"><svg fill=\"\" viewBox=\"0 0 26 26\" height=\"26\" width=\"26\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_678_11332)\">\n<path fill=\"\" d=\"M17.5398 6.16504C18.1746 5.53027 19.2055 5.53027 19.8402 6.16504L25.5277 11.8525C26.1625 12.4873 26.1625 13.5182 25.5277 14.1529L19.8402 19.8404C19.2055 20.4752 18.1746 20.4752 17.5398 19.8404C16.9051 19.2057 16.9051 18.1748 17.5398 17.54L20.4496 14.6252H9.75C8.85117 14.6252 8.125 13.899 8.125 13.0002C8.125 12.1014 8.85117 11.3752 9.75 11.3752H20.4496L17.5348 8.46035C16.9 7.82559 16.9 6.79473 17.5348 6.15996L17.5398 6.16504Z\"><\/path>\n<\/g>\n<defs>\n<clipPath id=\"clip0_678_11332\">\n<rect fill=\"white\" height=\"26\" width=\"26\"><\/rect>\n<\/clipPath>\n<\/defs>\n<\/svg><\/span><\/a>\n\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-0eb11a4e\">\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-01c5fae6 gb-query-loop-wrapper\">\n<div class=\"gb-grid-column gb-grid-column-b80093d8 gb-query-loop-item post-22890 case_study type-case_study status-publish has-post-thumbnail hentry industry-security\"><div class=\"gb-container gb-container-b80093d8 c-case-card\"><a class=\"gb-container-link\" href=\"https:\/\/www.pancommunications.com\/work\/case-studies\/rapid7\/\"><\/a>\n<figure class=\"gb-block-image gb-block-image-0da69c6d\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"851\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2024\/06\/rapid_banner.png\" class=\"gb-image-0da69c6d\" alt=\"\" srcset=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2024\/06\/rapid_banner.png 1080w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2024\/06\/rapid_banner-300x236.png 300w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2024\/06\/rapid_banner-1024x807.png 1024w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2024\/06\/rapid_banner-768x605.png 768w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n<div class=\"gb-container gb-container-72dcc555 c-case-card-overlay\"><\/div>\n\n<div class=\"gb-container gb-container-f963626c c-case-card-content\">\n<img loading=\"lazy\" decoding=\"async\" class=\"c-case-card-logo\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2024\/06\/Rapid7_logo_white.png\" alt=\"\" title=\"Rapid7_logo_white\" width=\"432\" height=\"108\">\n\n<p class=\"gb-headline gb-headline-9c3de4fa gb-headline-text\"><a href=\"https:\/\/www.pancommunications.com\/work\/case-studies\/rapid7\/\">Building a thought leader in cybersecurity\u00a0<\/a><\/p>\n\n<span class=\"u-taxonomy-pill\">Cybersecurity<\/span>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<\/div>\n<\/div>\n<\/div>","protected":false},"featured_media":22908,"template":"","industry":[595],"service":[665,666,668,669],"class_list":["post-22907","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","industry-security"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Building brand &amp; creating demand on an international scale | PAN<\/title>\n<meta name=\"description\" content=\"Vercara tapped PAN to increase their overall brand awareness in the U.S. and the U.K., introducing the \u201cMoments that 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