Case Study

Summary of our work:

In 2014, the Washington Technology Industry Association — a co-op of 800 tech companies — presented a massive challenge: Take a trade association with little to no brand recognition and transform it into an authoritative voice for the state’s tech industry in a noisy media market already saturated with go-to tech sources.

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Strategy for Success:

By implementing a two-pronged strategy that leveraged reactive, rapid response opportunities and proactive thought leadership outreach, Barokas not only smashed expectations within the first year, but continues to maintain the WTIA’s reign as the industry expert. Recent examples include the Seattle Head Tax debate, immigration and the benefits of a more diverse workforce. In addition, we continue to promote and launch WTIA-led initiatives including Ion, FullConTech, Draft Day and Apprenti, a registered tech apprenticeship program.

Results:

Based on our strategy, WTIA has become an authoritative voice for the state’s tech industry. In the first year, the organization saw a 169 percent spike in coverage. And to date, WTIA has received more than 600 pieces of coverage. Because we have established the WTIA as an industry expert, both local and national reporters now reach out to the organization for quotes, expert analysis and story ideas.

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