The Brief

Our client, Boomtown, a Boulder, Colo.-based startup accelerator that aims to discover and support promising Healthtech, Internet, mobile, software and Internet of Things (IoT) startups, was selected by Comcast NBCUniversal to develop and manage The Farm Startup Accelerator, located inside the new Comcast Central Division headquarters building that is under construction at The Battery Atlanta.

The Farm is part of Comcast NBCUniversal’s LIFT Labs for Entrepreneurs program, which stands for “Leveraging Innovation For Tomorrow,” and builds on the spirit of entrepreneurship created by Comcast’s founder, Ralph Roberts. Comcast NBCUniversal selected Boomtown to develop and manage The Farm because of the accelerator’s unique structure and approach and the inaugural program will launch in early 2018.

The Work

MAPR assisted Boomtown with developing a strategic communications and content development plan surrounding their latest initiative, The Farm, in partnership with Comcast NBCUniversal. We not only supported our client, Boomtown, but we also offered support to the international telecommunications giant, Comcast NBCUniversal, in launching The Farm — Boomtown’s first accelerator outside of Boulder.

Our support began by helping Boomtown and Comcast NBCUniversal develop key messaging that differentiates The Farm from competitors in the area who are telling similar stories, including Google, AT&T and TechSquare Labs. In addition, we supported both Boomtown and Comcast NBCUniversal throughout the launch process by researching the Atlanta startup and entrepreneurial communities, setting up all social media profiles, auto-populating The Farm’s blog with relevant and informative content that supports The Farm in several key verticals, including national, reactive, cable, Denver, Atlanta and tech, formulating relationships with key media members in those relevant verticals, providing media training for all affected Boomtown/Comcast personnel, developing and distributing a press release discussing the launch and finally, announcing the launch of The Farm during a presentation at the TAG Technology Summit on March 23.

In addition to Boomtown’s work with Comcast, we’re currently involved in two other projects with Fortune 500 companies (more details coming soon!). Our unique blend of experience with organizations ranging from startups to the Fortune 100 — and just about everything in between — allows us to skillfully facilitate blended projects with outstanding results.

The Results

MAPR was able to help Boomtown and NBCUniversal garner excellent coverage in key verticals for the launch of The Farm. Our media relations strategy helped Boomtown and Comcast NBCUniversal secure strong coverage with several prominent Atlanta business journals, including Hypeopotamus and the Atlanta Business Chronicle. The launch secured 290 pieces of coverage and thousands of views, including a front-page story in the Atlanta Business Chronicle (subscription required), as well as coverage in Nibletz, the Denver Post, the Atlanta Journal-Constitution, the Denver Business Journal and Atlanta’s National Public Radio affiliate, WABE.