Transaction Network Services

When Transaction Network Services (TNS), Inc. approached Bluetext in mid-2018, the company had near-zero brand awareness for its robocall detection technology that wireless carriers white labeled and sold to their customers. There were 2-3 established brands commanding 95% earned share of voice, and TNS – as an ingredient brand – occupied less than two percent share of voice.

Bluetext built a short- and long-term strategy with several components designed to grow brand awareness and revenue opportunities with several target stakeholder audiences: consumers, businesses, telecom providers, technology partners, regulators and policymakers, and of course, consumers. Over the course of the engagement, as the product portfolio evolved, stakeholder focus extended to key vertical markets including financial services, healthcare, insurance, retail and hospitality.

Bluetext recognized it would need to establish brand credibility through data-driven earned media campaigns (leveraging proprietary data at its disposal and aligning with surveys); thought leadership to build credibility for its expertise; market education to position the brand as a trusted source; and a strong inside-the-beltway approach to reach regulators and policymakers.