Vonage (iCore) Case Study
iCore is a networking and Voice over Private Internet (VoPI) company that offers small and medium-sized businesses a managed, secure, hosted, end-to-end voice and data system that gives them the same capabilities as Fortune 500 companies enjoy at a savings over their current voice and data providers. iCore turned to RMR to outline an integrated marketing communications program to drive sales, introduce VoPI into the market and increase their brand image and awareness to their target audiences of small and medium-sized businesses and various vertical markets.
To help iCore reach their target audiences and increase sales, RMR initially recommended a 12-month integrated marketing communications program to support a brand strategy development and value proposition messaging platform, including PR (i.e. press releases, authored articles, case histories, awards, etc.) and creative vehicles (i.e. Website re-design, Corporate Collateral and Website Search Engine Optimization). This program focused on increasing iCore’s awareness among its target audiences, and positioning its Executives as experts in their industry to drive sales and increase third-party credibility. RMR outlined a comprehensive public relations strategy complete with press releases, awards, case studies, authored articles, white papers and proactive media outreach to introduce and gain acceptance from the media with the term VoPI. Additionally, RMR re-designed iCore’s website and collateral materials with a fresh new look and feel and developed a range of sales support materials (i.e. brochures, datasheets, etc.) with distinct and consistent messaging.
Over more than five years into their program and partnership with RMR, iCore’s CEO and Founder, Steve Canton and his team has been recognized for numerous SmartCEO awards including, the Smart100, Future 50, Top CFO, the Circle of Excellence. They are a multi- winner of the Inc. 500/5000 award, a multi-winner of the Washington Business Journal’s Fastest Growing Companies and ranked on several Washington Business Journal’s industry lists, two time finalist of the Helios HR Apollo award, winner of CIO Magazine’s CIO 100 award, a multi- finalist of the Ernst & Young Entrepreneur of the Year award and several industry awards. The company has been included in publications such as The Washington Post, The Washington Post’s Capital Business, The Washington Business Journal, The Baltimore Business Journal, The Gazette of Politics & Business, The Potomac Tech Wire, Inc. Magazine, CIO Magazine, TMCNet.com, Unified Communications, Internet Telephony, Telephony World, IP BPX online, EnterprisingVoIPPlanet.com, Mergermarket.com, Small Business Insight, and TechJournal South.
Additionally, iCore has been featured within the broadcast media including, WTOP’s Federal News Radio Show Blueprint for Wealth, Executive Leaders Business Radio Show and channel WUSA 9, Washington D.C.’s CBS station.
As a true testament to the immense growth and recognition iCore has achieved over the past several years, building its service portfolio and expanding into critical new markets, such as Philadelphia, Chicago, and New York, in August, 2015 iCore was purchased by online phone giant, Vonage Holdings for $92 million to expand its business communications services and sales force. After beginning the company with a $7 million personal investment in 2004, iCore’s innovative approach, thought leadership, and continued robust growth and dynamism make them a true entrepreneurial success story.
“RMR works big time! I highly recommend RMR to any company looking to expand their brand in the DC metro area and beyond. With their help we have risen to new heights I could only dream of, with the recent sale to Vonage only ten years after I began the company with a $7 million personal investment. Their expertise and results-driven approach makes them a fantastic partner who truly understands your goals to help make them realities!”
Steve Canton, Chairman & CEO, iCore Networks