ARMCO Increases Brand Awareness with the Help of Depth Public Relations
While the company has been a respected software provider in the mortgage industry for nearly 20 years, ARMCO’s CEO felt that the company and its flagship ACES Web product were not achieving the brand recognition deserved by the quality of the company’s products and customer service. The CEO sought a refresh of the company’s brand, with a goal of increasing brand awareness and industry recognition.
The CEO brought in an experienced marketing team to oversee the brand redesign, and having worked with Depth Public Relations at their previous company, the team felt DepthPR was the obvious choice to assist them in this endeavor.
“Having had experience with several PR firms, I can say that DepthPR is very reliable and provides a very high quality of service,” said Romina Cusenza, Vice President of Marketing for ARMCO.
“What really sets them apart is the attention they give their clients, their ability to be self-sufficient and proactive, and their willingness to go beyond the scope of typical public relations activities. I consider DepthPR as an extension of my department – they’re really part of my team.”
Priority No. 1 was to redesign the company’s website, and DepthPR was tasked with developing new messaging for the site and quality checking the site’s overall content to ensure brand continuity . After the new website had launched, DepthPR’s next assignment was to raise ARMCO’s profile in the media to communicate the firm’s new brand and generate buzz about its latest initiatives.
According to Cusenza, working with DepthPR has helped reinvigorate ARMCO’s brand.
“DepthPR has increased our visibility in the market and helped create awareness for our industry-leading technology platform” Cusenza explained. “We were one of the pioneers of mortgage quality control software, and we are once again receiving recognition as the technology leader in this industry segment.”
“In lieu of advertising, we chose to go the route of public relations, which, in my opinion, provides a better quality of impressions than a display or banner ad,” she added. “The results we’ve had with DepthPR speak for themselves.”