Case Studies
How will Bella Vista Communications help your company improve message
reach and effectiveness? The real answer is by understanding your specific
business needs. Each engagement is different and requires a unique
solution. Below are four examples of our successful approach, methodology
and results for selected clients (case studies are a result of partnership
with Slider & Associates).
Stretch
· Solarflare
Communications · Socket
· Norwood
Systems
STRETCH
Company Stretch Inc. delivers a family of
software-configurable processors, the first to embed programmable logic
within the processor.
Goals Create awareness and brand identity as the
company Extending the Possibilities in the semiconductor industry.
Position Stretch as an emerging and credible leader in the processor
marketplace that is delivering a new and flexible way to design
semiconductor applications with higher performance and reduced
time-to-market.
Challenges Stretch needed to truly differentiate
its product offering from the competition while not being defined as part
of the reconfigurable market, quite an
undertaking. The challenge was to garner press and analyst coverage
without customer references.
Strategies Establish relationships with the most
influential press and analysts in this segment of the semiconductor
industry and leverage trade show presence in order to provide media with
valuable face time and offer up executive interviews and
accessibility.
Cost Effective Results By courting the right media
at the Embedded Systems Conference, Stretch had enormous media success not
only in quantity of coverage, but quality of message content as well.
Coverage highlights: Linley Group & In-Stat MDR reports and
newsletters, EE Times, EDN, Electronic Design, Embedded Computing Design,
Electronic Business, ECN,C/NET, Semiconductor Times, The Mercury News
Stretch was also selected Hot Start-Up of the Quarter by Semiconductor
Times.
SOLARFLARE
Company Solarflare is a leading silicon vendor delivering Ethernet
products that enable the rapid adoption of 10Gigabit for data center and
enterprise networks.
Goals The goal was to position Solarflare as the
industry leader for 10GbE silicon while at the same time accelerating
market demand for 10Gigabit Ethernet by creating visibility of the company
and products with target audiences. PR was focused on demonstrating the
company’s long-term viability as well as supporting sales and future
funding.
Challenges
PR was given some extremely short time
lines in order to garner press and analyst coverage prior to the approval of
the 10GBASE-T standard. In addition to the urgency of gaining exposure
and acceptance, PR was being asked to show that 10GbE was ready for market
implementation with NO customer references.
Strategies Coming out of the gate quickly was key
to demonstrate that Solarflare had the most comprehensive 10GbE silicon
solutions by leveraging the details of the merger with Level 5 Networks.
In order to establish industry leadership, PR leveraged existing as well
as new press and analyst relationships by strategically
announcing10GBASE-T standard milestone. PR also conducted individual
briefings about new product news, hosted an executive leadership dinner
and kept an ongoing communications calendar packed with activity. Also
important was educating the target market through a well conceived
contributed article program as well as speaking at key industry
forums.
Cost Effective Results Solarflare gained some
amazing coverage and exposure in the following publications: EE Times,
Linley Group, Light Reading, The 451, Computerworld, Dow Jones
VentureWire, DataMonitor/Computerwire, BusinessWeekly UK,
ElectronicsWeekly UK, Orange County Register, Network Systems Designline,
Analogzone, Network World, Electronic Design, EDN, Embedded Systems,
Network Systems Designline Key speaking opportunities: Interop –
May ’06, Linley seminars – May and July ‘07
SOCKET
Company Socket Communications provides connection
products for Windows-powered handheld computers, including Bluetooth
cards, wireless LAN cards, digital phone cards, 56K modem cards, and
Ethernet cards. Socket also provides bar code scanning products and
peripheral connection serial cards for laptops and other mobile devices.
Goals Create new key messages and positioning to
revitalize established, public, mobile connectivity company.
Challenges Niche product line and a company not
familiar with marketing or leveraging partnerships.
Strategies Create first-ever integrated marketing
program to drive traffic to web site, educate channel partners about
marketing programs and establish buzz through PR efforts.
Cost Effective Results Participated in creation of
new messaging for company. Co-produced dynamic online Remote
Possibilities program, which increased website traffic. Educated
press/analysts on Socket products with in-person tour, ongoing
communications and article placement. Implemented successful product
review program. Press coverage highlights included: New York Times,
The Mercury News, US News and World Report, MSNBC, CNET, Entrepreneur,
Wireless Week, InfoWorld, EDN, Light Reading, PC World, ZDNet
NORWOOD SYSTEMS
Company Norwood
Systems was founded in late 1999 to become the market leader in PAN-based
wireless office networks for voice and data. The company's current product
set, EnterpriseMobility, delivers an office network for the wireless
generation.
Goals Norwood is a UK company. PR’s mandate was to
create awareness in the US as a market leader in system connectivity
software for short-range, wireless office networks for voice and data.
Challenges PR was again in a time crunch having
only three weeks to make the biggest splash possible with the company’s
initial launch at the Comnet trade show. In addition to having to hustle
for the initial launch, what made things even more difficult was the fact
that there were no beta customer references to draw upon for comment.
Strategies Leveraging the Comnet trade show was key
to getting results and leveraging the timeliness of the event. PR put
together a guerilla media and analyst launch for the pre-registered trade
show press and analyst communities and catered pitches and approach to
each individual.
Cost Effective Results PR received rave reviews
from Norwood’s executive staff on the content and quality of the initial
company and product launch. PR was able to pitch and book 12 analyst
briefings, 23 press briefings all of which resulted in 15 total media
hits. Based largely on PR’s efforts, Norwood was also the Grand Prize
Winner of the ComNet 2001 Most Innovative New Product Award and also
recipient of the Most Innovative Product Achievement Award in the Wireless
Category. Among the press coverage was an entire column by the
editor-in-chief of Network World devoted to Norwood.
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