Tyler Technologies (NYSE: TYL) is a Plano-based company providing software and technology solutions and services to the public sector. In fact, its the largest company in the United States delivering big ideas to help governments, at every level, run like clockwork and school districts keep future generations churning and learning. Tyler is a game changer in the industry, but they faced an awareness problem and needed an agency partner with the chops to make the company a household name. That’s where The Point Group (TPG) came in with a strong initiative to understand the business and the hunger to think, mine story ideas, and secure media coverage in support of business goals. While Tyler’s overarching PR plan included national scope, it was a major priority to “own their backyard” (after all, Dallas/Fort Worth is the fourth largest metropolitan area of the United States, representing a rich area for clients and, also talent). We designed and executed a strategic, two-pronged PR plan that primarily focused on national trade, targeting U.S. local markets, but also kept Dallas in the crosshairs of marketing. Both plans included proactive media relations, thought leadership, and unique editorial opportunities designed to pack a punch. We collaborated with the Tyler PR team to develop annual plans focused on Tyler’s priority media targets, areas of business focus/need, and specific geographical areas of interest among other factors.
Thinking outside the box, we lasered in on business reporters to attract their attention and increase media placements, capitalized on creative angles and strategically pitched media in the Dallas market. TPG capitalized on Tyler’s awards and leveraged milestones and company news, such as surpassing $1 billion in revenue and acquisitions, to secure placements in print, online and radio. In 2019, Tyler saw an astronomical rise in media placements using TPG’s guidance. We secured 37 media placements, more than double the previous year, including several stories about Tyler’s work environment, philanthropy, and award recognitions. TPG also nominated Tyler executives for awards, garnering best CEO and CFO awards with the Dallas Business Journal in 2019. We continue in 2020 on the same trajectory, earning coverage in The Dallas Morning News, Dallas Business Journal, D CEO magazine, DallasInnovates.com and more. Through our work, we’ve helped Tyler, who is the 12th largest public company in DFW, earn the recognition it deserves.