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Industry Audit Helps Lucent Enhance
Analyst Relations Programs
Lucent
Technologies designs and delivers the systems, services, and software that
drive next-generation communications networks for service providers and
enterprises worldwide. Engage PR began working with Lucent in May 2006 to
provide tactical program support for the company's Analyst Relations (AR)
Team.
The Lucent AR Team and EPR identified an industry-analyst audit program as
one of the top priorities to determine opportunities and challenges with
the North America analyst community that
covers Lucent. The primary purpose of the audit was to give the AR Team a
high-level view of the analysts' perceptions of Lucent overall. The audit
was also designed to provide a benchmark to measure the success of future
strategic outreach efforts, to help Lucent determine what messages are
resonating with the analyst community, and what types of vehicles are most
valuable in delivering information about the company. EPR worked with the
Lucent AR Team to develop the audit process, targets, questions, goals, and
timeline.
EPR conducted a blind telephone audit over the course of one month with key
industry analysts and analyzed the key trends and themes that emerged from
the responses. The audit program enabled the AR Team and EPR to leverage
analyst feedback to enhance existing programs and develop new programs that
will support ongoing analyst relations activity within Lucent's key
business-focus areas. Based on the success of the first audit, EPR also conducted
a smaller-scale audit with select regional analysts in Europe, Latin America, and Asia-Pacific that cover Lucent.
An analyst audit program such as Lucent's provides valuable viewpoints from
a company's key market influencers and helps create new opportunities to
communicate with analysts and build even stronger relationships.
Engage
PR Primes the Pump for Category-Making DiVitas
Technology
DiVitas Networks has developed a new class of unified mobile
communications solution that extends the reach of the enterprise by
providing seamless roaming across WiFi, cellular,
and hotspot networks. Engage PR began working with the company in December
2005.
DiVitas' solution works with any LAN and any PBX
over any type of fixed, mobile, or wireless network, letting all enterprise
users stay connected and putting the enterprise in charge of mobile
communications at a cost it can afford. Because the DiVitas
solution introduces a new product category to the market, Engage PR and DiVitas wanted to generate early interest in the
challenges and opportunities of convergence in the enterprise among IT
organizations and CIOs. EPR thus developed a PR
campaign that would educate press and analysts and establish the company as
an expert in mobile enterprise communications.
The campaign opened in April 2006 with a launch introducing the company and
its leadership to key press and analysts, and explaining DiVitas' value proposition and its go-to-market
strategy. The EPR team then worked with DiVitas
to highlight a series of partnerships with vendors of handsets, WLAN
mobility solutions, wireless networks, mobile computers, and other products
and technologies that will be instrumental in establishing industry
acceptance of the DiVitas solution. A funding
release also kept DiVitas in the public eye.
Contributed articles positioned the company as an expert in
interoperability and convergence.
The company launch resulted in 35 press hits, and the steady stream of
releases since then has kept DiVitas in the news,
generating 77 more press hits since the April 17 launch. In addition, many
Tier 1 publications and analysts have interviewed top company executives.
Boot
Camp Educates Clients About Blogosphere
Earlier this
year, Engage PR officially launched its New Media Communications Program
for clients wanting to integrate new communications technologies into their
core PR and marketing campaigns. The program helps create viral buzz about
a company, an executive, a technology, or an industry standard by using and
engaging with new and emerging forms of interactive media.
As part of this program, EPR offers clients a two-hour "blog boot camp" session that educates them about
the blogosphere and the specific ways blogging can add value to their existing PR programs.
Participants typically include the marketing team, C-level executives
looking to learn more about new media and how to leverage it for their
company, and employees who have expressed interest in using the blogosphere as a tool to evangelize the company's
message, key differentiators, and market trends.
The seminar explains blogging, discusses the
influential bloggers in client markets, and
explores how to incorporate the blogosphere into
a communications campaign. For clients that are looking to launch their own
corporate blog, or are looking for tips and
techniques on revamping or maintaining an already established blog, EPR provides information on best practices for
launching and maintaining a company blog and how
to track the overall effectiveness of a blog
program. Sessions are interactive and feedback from all participants is
encouraged.
EPR can help you, too, learn how to leverage new media opportunities to
increase company visibility, demonstrate thought leadership, and expand
market awareness.
Engage
PR Announces New Social Networking Client
In July,
Industrious Kid selected Engage PR as its agency of record. Founded in
2006, Industrious Kid develops safe online destinations specifically
designed for kids ages 8 to 14. The company's first destination, www.imbee.com,
gives kids the ability to create personalized profiles, blogs,
and photo albums and to communicate with their peers in a fun, secure,
parent-approved environment. With its dedication to safety, imbee.com
allows parents to monitor their children's actions, while granting them the
freedom to learn how to intelligently use the Internet.
Engage PR has developed a complete PR program for Industrious Kid, with an
initial focus on introducing the company and imbeecom
to a variety of industry experts and editors in the traditional trade and
business press, as well as in parenting, teen, and education-focused
publications.
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