Company

etherFAX leverages the Internet to manage fax-based communications and is widely used by financial services and healthcare organizations worldwide. The company is capable of securely transmitting billions of faxes each month.

Business Challenge

etherFAX is a fast-growing company that needed to promote its technology platform and services to partners and customers. Prior to working with Springboard, it had no formal branding identity or marketing plan.

In 2009, etherFAX engaged Springboard to identify the company’s core messaging and develop a marketing campaign.

Process

Springboard serves as the marketing department for etherFAX, supporting branding, content strategy and development, public relations, events, website development and maintenance, advertising, and social media.

Content Strategy

Springboard creates blog posts, monthly newsletters, case studies, motion graphic videos, and brochures for etherFAX. These resources are integrated into sales and marketing campaigns, enabling etherFAX to succinctly articulate the company’s value proposition and differentiation to prospective customers.

Public Relations

To secure public relations and media opportunities for etherFAX, Springboard develops press releases and bylined articles which are placed in key trade publications covering healthcare, financial, enterprise and telecommunications industries.

Events

Springboard supports etherFAX’s most important trade show of the year: HIMSS, the largest healthcare technology conference in the U.S. As part of the annual project, Springboard implements an array of marketing activities from branding concepts, to booth design, to printed marketing materials, and coordinates media opportunities to optimize etherFAX’s presence at the event. Springboard also works with etherFAX on the company’s annual partner summit and other regional conferences.

Website

In 2015, Springboard redesigned the etherFAX website to align with the company’s brand. Springboard consistently updates and manages the etherFAX website as new resources, solutions, and company milestones develop.

Advertising

To promote etherFAX solutions, Springboard creates sponsored posts on LinkedIn that strategically reach the company’s target audience. Springboard then tracks analytics from LinkedIn and Google to accurately measure the increase in engagement, website traffic, lead generation and sales.

Social Media

Springboard manages the company’s social media presence on LinkedIn and Twitter by curating content and engaging with influencers and followers.

Results

Springboard has successfully secured placements for etherFAX in top healthcare technology publications including Becker’s Health IT & CIO Review, HIT Consultant, Healthcare Business Today, mHealthWatch, Healthcare Management + Technology Today, Electronic Health Reporter, and HealthcareITNews.

The success of HIMSS has allowed Springboard to support this project for several years. In 2015, Springboard’s work with etherFAX at HIMSS was recognized at the 40th Annual JASPER Awards Ceremony organized by the Jersey Shore Public Relations and Advertising Association (JSPRAA). Springboard won a Gold JASPER Award in the category of Trade Show Planning.