Integrated commerce campaign leads to millions of dollars in new investments and acquisition of company by Salesforce.
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A former leader in multi-channel commerce technology, SecureNet Payment Systems developed the payment industry’s first cloud-based solution capable of integrating mobile and e-commerce payments processing, point-of-sale and inventory management. Headquartered in Austin, Texas, the company helped a network of more than 17,000 merchants leverage precise business analytics to advance and expand their businesses. In November 2014, the company was acquired by Worldpay.
A pioneer in card payments, multi-currency processing, online and contactless payments, Worldpay supports merchants of all sizes from its corporate headquarters in London and 25 offices in 11 countries around the world. The company processes an average of 31 million mobile, online and in-store transactions each day – or 400 transactions per second.
Although SecureNet served thousands of merchants each year, the company lacked brand awareness – especially among developers, payment industry professionals, partners and potential investors. A complex product offering coupled with the absence of a mobile website or social footprint plagued SecureNet’s efforts to establish credibility within the payments industry. To successfully raise its public profile, attract more qualified leads and ultimately be acquired, SecureNet enlisted the help of Walker Sands.
Through a comprehensive PR program, Walker Sands sought to highlight the products, people and processes that separated SecureNet from the competition. This was achieved using a number of different elements, including:
After SecureNet was acquired in November 2014, Walker Sands became the North American agency of record for its acquiring company Worldpay US. This Atlanta-based business is one of three operating divisions under Worldpay Group, which offers over 300 payment methods and support to merchants in 126 currencies across 146 countries.
In addition to continuing each of the three elements from the SecureNet program, Walker Sands assumed a few extra responsibilities along the way:
As the scope of the program widened, Walker Sands also assisted in the launch of various reports and data studies.
Walker Sands also worked with Worldpay US to secure media coverage of new product launches as well as campaigns at major events.
A style guide was also drafted to help standardize the brand’s voice and tone across various content types and platforms. Frequent considerations along with thought leader-specific preferences were included to ensure messaging accuracy.
Thanks to Walker Sands’ evolving PR program, Worldpay US earned more than 100 placements across several major publications, including:
This consistent coverage helped pave the way for greater recognition within the payments industry. In fact, Worldpay US was recognized by CNP Awards, Best in Biz Awards, American Business Awards and American Business Journal's Best Places to Work while also securing 15 different speaking engagements. Worldpay even ranked in the top three share-of-voice against six of its main competitors.
Walker Sands’ social media efforts also proved particularly successful. In addition to gaining 1,200 new followers, Worldpay US tripled its average engagement rate across three social channels from .8 percent to 2.5 percent.
In terms of media coverage, nine unique pieces were secured within the first 24 hours of the Worldpay Total launch alone, and 500,000+ total unique readers were reached. Meanwhile, blog and social posts used to promote Worldpay US’ presence at Money 20/20 garnered an average engagement rate of 2.1 percent on LinkedIn.
Before, during and after acquisition, Walker Sands helped position Worldpay US as a recognizable leader within the payments industry. From continued media relations to content creation and social media management, a wide range of tactics were used to raise the brand’s public profile and drive business.
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