SAN FRANCISCO—Horn Group has expanded its services beyond traditional public relations to include interactive design and development and market research as part of a growth plan unveiled this week.
In a related move, the firm named Gannon Hall to the newly created position managing director, interactive services. Previously, Hall was president of Hall Consulting, a successful web strategy and design firm and a long-time Horn Group partner.
“Software companies typically partition their communications initiatives across multiple vendors, creating expensive and inefficient marketing programs,” says Sabrina Horn, president and CEO. “Horn Group challenges the old model by offering an integrated approach to technology communications that combines several disciplines to make a more powerful impact.”
In recent years, as the PR industry suffered from budget cuts, clients have shown an increased interest in integrated services that eliminate the high overhead of working with several vendors, says Horn. “But software companies also demand technology expertise and quality of service not often provided by mega firms. With an offering that strikes this balance, Horn Group expects its technology communications strategy to fuel growth in 2004 and beyond.”
The firm can now offer strategy and positioning, web design, interactive product tours, press and analyst relations, and new company or product collateral.
“Horn Group has been our public relations partner for two years, and as a client, this expansion makes great sense,” said Cheryl Haines, director of marketing at Serena Software. “PR is powerful for communicating key messages and generating visibility with press and analysts. However, to be effective, a PR program must be driven by solid market research, competitive intelligence and innovative vehicles for communicating with customers and investors. Adding additional elements such as interactive services to Horn Group’s core business creates some interesting efficiencies and synergies.”