inmedia Public Relations Inc.

May 11, 2008

Revving customer interest through media relations

Filed under: Case Studies — admin @ 8:07 am

The challenge

Scant weeks before a major tradeshow, Critical Telecom, a specialist in broadband technologies for the outside plant, needed a U.S. market launch.

What inmedia did

We immediately executed our classic Ramp-Up and Roll-OutTM launch exercise to rapidly gain traction with the key media and analyst influencers in the U.S. We developed complete media materials, identified and, under embargo, briefed the most important media and analyst targets, pitched every aspect of the story, and booked briefings with Tier 1 media and analysts going to the trade show.

The results

Our target U.S. business, financial and trade media and analyst firms covered the launch. The company had a great show, and sales activity and customer interest spiked.

What the client said

“inmedia’s knowledge and expertise in public relations were vital in making Critical Telecom’s debut and product launch a success. Even with an incredibly tight schedule, they delivered remarkable results”
– Tamra Benjamin, Director of Marketing, Critical Telecom

May 8, 2008

Creating valuable early traction for a start-up

Filed under: Case Studies — admin @ 8:19 am

The challenge

A leader in application virtualization, Trigence faced a common challenge for start-ups: How to generate media coverage for an exciting new technology before you have a customer willing to talk about it?

What inmedia did

Generating media coverage in enterprise IT publications without customer testimonials is tough. We executed a multi-faceted program that targeted analysts who did want to hear about Trigence’s cutting-edge technology and then we levered that analyst interest to secure bylined articles, speaking engagements and other exposure opportunities.

The results

Analysts took a strong interest in Trigence’s story, which helped generate media interest. Trigence spoke to investment and technology audiences, which broadened the coverage scope.

What the client said

“inmedia didn’t get stuck when we couldn’t offer up a lead customer who would speak to the media. They knuckled down and found us other ways to break our business and technology story.”
– Chuck Colford, co-founder and CEO, Trigence Corp.

May 7, 2008

Turning a company milestone into big industry news

Filed under: Case Studies — admin @ 8:21 am

The challenge

Quake Technologies, the market leader in 10 Gigabit Ethernet chips, wanted to alert the industry that it had just shipped its 100,000th chip. While this achievement was a very important milestone for the company, it fell short of the threshold news value of most of Quake’s trade media.

What inmedia did

Instead of announcing just the shipment milestone, we prompted media to investigate where 10 Gigabyte Ethernet chips were being deployed.

The result

Quake received superb media coverage that cemented the company’s positioning as the technology and market leader in an emerging market.

What our client said

“Though our announcement was a really big deal for us, it wasn’t enough to secure coverage in the media we were targeting. inmedia developed a newsworthy story out of our news and generated the media coverage we were looking for. This is the kind of value-added service we have come to expect from inmedia over the four years we have worked with them.”
– Carolyn Raab, Vice President of Marketing, Quake Technologies

May 6, 2008

Generating news when there are no announcements

Filed under: Case Studies — admin @ 3:24 pm

Generating news when there are no announcements

The challenge

With few newsworthy announcements to make, Whitehill Technologies Inc., a document composition and format transformation software company, still needed to sustain media interest and generate ongoing coverage.

What inmedia did

We executed a multi-faceted program for Whitehill that was not news release driven. We developed strong working relationships with target media and mined for opportunities to showcase Whitehill’s value proposition in ongoing coverage.

The result

Whitehill has been featured in insurance, legal, financial and software technology publications, positioning the company as a leader in its markets.

What the client said

“We selected inmedia over U.S. agencies because they had a proven track record of reaching key media in our primary U.S. marketplace. They approached our business with an enthusiasm and comprehensiveness that told us a lot about how they would represent us. In the nine months inmedia has been on the job, we have seen this approach deliver strategically meaningful media and analyst coverage in places we had not been able to reach before.”
– Jim Laffoley, Vice President of Marketing, Whitehill Technologies, Inc.

Capitalizing on breaking news

Filed under: Case Studies — admin @ 8:26 am

The challenge

When Microsoft announced that it would be withdrawing support for its Windows 98 operating system, AssetMetrix, a service for PC inventory and asset analysis, saw an opportunity to showcase its abilities.

What inmedia did

To capitalize on a breaking news story, both inmedia and AssetMetrix had to move fast. AssetMetrix developed a study showing that Windows 98 was still extensively deployed in enterprises, and offered help with migration. inmedia immediately got the story out to major IT trade publications.

The results

AssetMetrix received coverage in trade publications that led to a new business relationship with Microsoft whereby Microsoft will offer its Windows 98 users enterprise AssetMetrix’s service to help them migrate to Windows XP.

What our client said

“The media coverage inmedia generated for us was instrumental in securing this extraordinary partnership with Microsoft. We continue to be impressed with inmedia’s ability to go beyond mere buzz and to zero in on media coverage that serves our strategic business objectives.”
– Jeff Campbell, CEO, AssetMetrix

May 5, 2008

Influencing analysts who influence your customers

Filed under: Case Studies — admin @ 8:28 am

The challenge

Analysts are highly influential in evaluating technology adoption in their definitive space, while also influencing customers’ purchasing decisions. Yet many public relations consider analysts to be an even more challenging audience to reach than the media.

What inmedia did

We view analyst briefings as a keystone of the marketing public relations programs we execute for clients. We conduct the necessary outreach and research to identify the most appropriate analysts for each individual client, develop highly effective briefing presentations, and secure and participate in scheduled briefings.

The result

Our clients receive an impressive number of briefings with key analysts in their space that cannot only validate their unique business proposition but also disseminate information about their company to the industry at large.

What our client said

“Industry analysts have been a very important part of our go-to-market strategies. inmedia’s strong analyst relations capabilities have helped us secure the necessary briefings to build industry awareness of our product.”
- Jay Litkey, founder, Symbium Corp.

May 3, 2008

Tackling the world’s toughest media market

Filed under: Case Studies — admin @ 3:30 pm

Tackling the world’s toughest media market

The challenge

Xmark, a leader in locating and monitoring products for the healthcare and security markets, had been operating in key U.S. metro areas and wanted to raise awareness of its infant protection products for healthcare facilities amongst the general public in the world’s largest media hub – New York.

What inmedia did

Talking about Xmark’s technology alone was not enough to achieve the company’s objectives. To generate greater interest, we focused on the issue of infant protection in healthcare facilities and had experts and new mothers speak to the matter. We researched and targeted mainstream media prior to the announcement, securing on-site briefings.

The result

The targeted pitching resulted in major media coverage for Xmark, raising product awareness with the general public and promoting its technology.

What our client said

“In order to get the message out about our project, we needed a news story to take to the media. inmedia created a timely news angle to our story that made it stand out on the desks of some of the busiest editors in the U.S.”
– Diane Hosson, Marketing Manager, Xmark

Bringing complex technology to the general interest

Filed under: Case Studies — admin @ 8:32 am

The challenge

GangaGen Life Sciences Inc., a developer of bacteriophage technology used in the prevention of food-borne disease, needed to bring its capabilities to the attention of general business and trade media.

What inmedia did

We conducted a classic media launch of GangaGen and its technology. Targeting mainly Canadian media, we focused on GangaGen’s first application that would address E. coli O157:H7, a sometimes fatal bacterial infection transmitted to humans through beef products.

The result

This early first step produced good coverage for GangaGen in some of its key target media – business, general media and life sciences and biotechnology publications.

What our client said

“Because the impetus behind our technology is to protect the public from harmful bacteria, ours is a worthwhile news story to the general public. inmedia has increased awareness not only within the life sciences, biotechnology and business realms, but also with the people that we are working hard to protect.”
– Rainer Engelhardt, CEO, GangaGen Life Sciences Inc.

May 2, 2008

Using events to generate coverage

Filed under: Case Studies — admin @ 8:34 am

The challenge

The International BioNorth Conference and Exhibition is an annual opportunity for the Ottawa Life Sciences Council to build industry-wide awareness.

What inmedia did

We have been working with the OLSC on BioNorth for five years. Prior to the conference, we work closely with the OLSC to customize a media relations campaign. Key media are targeted well in advance with information about speakers, presentations and other interesting events. And we provide on-site media logistics for the duration of the conference.

The result

Trade and local media coverage for BioNorth continues to grow every year. Even when faced with competing newsworthy events, such as when BioNorth coincided with U.S. President George W. Bush’s visit to Ottawa in 2004, inmedia secured the same high level of coverage.

What our client said

“inmedia demonstrates a very high level of knowledge and understanding of the life sciences sector and media that cover it. They consistently deliver excellent value and results.”
– Ken Lawless, President and CEO, OLSC

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