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Engage PR Newsletter Volume III, Issue 2
July 11, 2005
More good news...
Engage PR Wins Two New Clients in Q2 2005
NetDevices and Strix Systems have selected Engage PR for full-time
public relations support designed to promote them as leaders in their
markets.
NetDevices, Inc.,
develops unified edge-networking solutions for large enterprise branch and
regional offices and managed services providers. By unifying services such
as security, VoIP, data, and access into one
always-available platform, the Unified Services Gateway makes services more
resilient, flexible, and reliable; reduces total cost of ownership; and
provides global control of the network edge.
Strix Systems provides intelligent wireless mesh
networking solutions for indoor and outdoor deployments. The company's
multi-radio, multi-channel, multi-RF wireless architecture is scalable,
high-performance, and suited for enterprise and metro-area WiFi hotspots. A mesh topology and no-wire access
points provide a flexible, scalable solution ideal for voice, video, and
data networking applications.
"Engage continues to attract clients of the highest caliber,"
said Molly M. Miller, Engage PR principal. "Both NetDevices
and Strix Systems have innovative,
category-making solutions; strong, experienced management teams; and
business plans geared for success."
Supporters Raise $1,920 For MS
Thanks to the generosity of InsidEPR
readers and others, Engage PR raised $1,920 for MS Walk 2005, beating its
commitment to raise $1,500 by nearly 30 percent. Mercedes Benz of Oakland and Paragon Strategies, a human asset
development company in San
Francisco, sponsored the Engage PR team and
contributed to its success. The MS Society's Northern California Chapter raised between $880,000 and $900,000 as a result of the
MS walk.
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Engage PR is a full-service public relations and
communications company with a strong track record of promoting our clients
to market success. For more information, please visit www.engagepr.com.
Here we showcase how Engage PR's
unique and creative public relations campaigns have elevated our clients
and their products in the eyes of investors, the industry, and the media.
UTStarcom and NexTone-Enabled NGT Service Win
Prestigious SUPERQuest Awards
The SUPERQuest Awards are the pre-eminent honor given to
communications and IT product and service manufacturers for superior
achievement in public and private network design and operations. The
awards, held in conjunction with SUPERCOMM, were presented during the show
in Chicago
in June 2005. A panel of judges that included industry-leading technology
press, analysts, and other experts chose the winners. The awards recognize
service providers involved in public and/or enterprise networks that have
demonstrated outstanding network design and/or overall service capability;
the awards also recognize the support providers received from leading
vendors and suppliers.
The Goal
SUPERQuest judges receive thousands of
submissions for the awards. EPR's goal was to
submit nominations for clients UTStarcom and NexTone that would make them stand out from the crowd
by positioning their products as superior to the competition's and
establishing a clear value proposition.
The Approach
EPR's persuasive nominations for UTStarcom and NexTone focused
on their market leadership, innovative technologies, and customer
deployments. In January 2005, EPR conducted a massive media and analyst
tour to promote the launch of UTStarcom's F1000 WiFi handset. As part of the tour, EPR arranged for UTStarcom to speak with multiple trade, business, and
financial editors to generate substantial buzz for the product. Many of
these meetings were conducted with members of the SUPERQuest
Award judging panel.
When it came time to formally submit the F1000 for consideration for the
award, EPR positioned the F1000 as the only portable WiFi
handset tailored specifically for today's technology savvy consumer. The
F1000 allows consumers to make calls worldwide from any WiFi
hot spot and has a sleek form factor, increased talk and standby times, an
attractive price point, and long battery life.
EPR and New Global Telecom (NGT) worked side-by-side to create a submission
for NGT's IPartition
service, based on NexTone's iView
Management System (iVMS). EPR worked with NGT to
identify IPartition's key customer benefits,
including its interoperability features, 24x7 support services, and
real-time network reporting capabilities. EPR also focused on NGT's integration of NexTone's
Multiprotocol Session Controller (MSC), which
enables NGT's customers to flexibly and securely
interconnect with other IP-based carriers, while its iVMS
adds network intelligence.
The Results
UTStarcom's F1000 WiFi
handset was named as "Best Access Networking Equipment" in SUPERQuest's "Most Promising New Technologies in
2005" category, while New Global Telecom's IPartition
was named "Best Network Infrastructure Product" in the
"Network Design and Services" category.
The Takeaway
The SUPERQuest awards recognize the highest
degree of innovation. Creative submissions, timely exposure to judges, and
strong customer relationships enabled EPR to produce submissions that
focused attention on its award-winning client technologies.
Funding
Announcement Becomes Launch Pad For The 41st Parameter
The 41st
Parameter of Scottsdale, Arizona, delivers anti-fraud and anti-phishing solutions for online merchants and financial
institutions. The company approached Engage PR in April of 2005 looking for
help in announcing its Series A funding of $4.35 million.
Engage PR proposed using the funding announcement as a launch pad for the
company, to establish a name for The 41st Parameter, and to position CEO Ori Eisen as an industry
expert. To create interest in the funding news and generate coverage,
Engage PR promoted the key differentiators of The 41st Parameter's solutions—its patent-pending "zero imposition" anti-fraud
and anti-phishing technology requires no action
on the part of the end-user customer—and highlighted Eisen's background and
qualifications as a well-known fraud expert. The agency also secured
briefings for Eisen with reporters who cover
finance and venture capital.
The strategy of introducing the company and its CEO along with the Series A
funding was a success, generating coverage in national publications such as
Dow Jones Venturewire, The Wall Street
Journal, and Red Herring. The Arizona Republic, the
leading local paper, also wrote a story on Eisen
and The 41st Parameter. This story was timely, since the week it appeared a
new phishing threat against consumers was
discovered. The Arizona NBC news affiliate did a story for the 6:00 p.m.
news about the phishing attacks, and the
reporter, who had read the Arizona
Republic article,
interviewed Eisen on-camera as an industry
expert.
To continue the momentum generated by the original project, the Engage PR
team arranged interviews with top-tier business and trade publications such
as USA Today, SC Magazine, and American Banker. The
41st Parameter is now working with Engage PR to formally introduce its
product family and begin an ongoing PR campaign.
Short-Term
PR Program Yields Big Results
Sandvine Incorporated of Waterloo, Ontario,
delivers a full suite of intelligent network management solutions that help
broadband ISPs worldwide take control of P2P traffic and stop the
proliferation of worm, DoS, and spam Trojan
traffic to ensure subscriber quality of experience. The company approached
Engage PR in early spring of 2005 when it was looking for an agency that
could handle a short-term, highly focused project.
Although well known in Canada
and in Europe, Sandvine had had little exposure
to U.S.
press and analysts. The company needed to introduce itself in the U.S. so it
could maximize the impact of a new-product launch in May and raise its
profile at the SUPERCOMM 2005 show. Engage PR developed a program designed
to build awareness of Sandvine, its new Network
Integrity Suite, and its advantages for U.S. service providers; drive
coverage of the product launch; and make a visit to Sandvine's
booth at SUPERCOMM a must for select press and analysts.
Top tactical goals of the short-term program included generating 5-7 news
hits on Sandvine's product launch and scheduling
7-10 press and analyst meetings during SUPERCOMM. To create momentum of the
company in advance of the show, the team promoted two releases—one announcing that Sandvine's technology
had detected more than 1,100 Voice over IP (VoIP)
providers using the public Internet and the other introducing the new
Network Integrity Suite—generating 24 positive articles about Sandvine and its products in the U.S. press in April
and May. Engage PR then arranged interviews with nine key editors and
analysts at SUPERCOMM, easily meeting the target it had set.
In only three months, Engage PR was able to generate excellent coverage for
Sandvine, and the company declared SUPERCOMM a
success. Even a short-term PR campaign can yield the desired results if it
is clearly defined, highly focused, and well executed.
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