The Situation

A software manufacturer wanted to launch its products in new markets, particularly targeting manufacturers in new vertical industries. The target audiences lacked awareness of the company and its products and had never previously recognized a need for that type of software.
The Solution

• Developed a messaging platform designed to educate target audiences about the benefits of the company’s software
• Developed media communications tools, including a schedule of news releases, media kits and an online media room
• Secured extensive positive publicity about the company in trade publications and national publications read by clients within the targeted industries
• Implemented an analyst-relations program
• Developed a new corporate Web site that effectively conveyed the company’s key messages to its audiences

The Results

• Awareness of the company’s brand and products increased in the targeted industries
• Distribution and sales increased