Market-Moving Communications

Company Launches

Industry:  Software
Product:   Superfast database for query-oriented applications

What We Did:  Helped develop go-to-market messaging. Ran a “stealth” PR program for a year, then planned and executed a company launch timed with Series B financing. Used nontraditional media and “conversational marketing” techniques to reach database architects: blogs, Wikipedia, and social news sites such as Slashdot.org. The launch generated 10 times the anticipated traffic to the web site and 10 times the anticipated signups for the company’s Early Adopter program.

Industry:  Software
Product:   XML management software and services

What We Did:  Served as corporate communications counsel for 18 months. Authored a white paper and validated it through a customer roundtable. Coined the term that defined the business problem – “XML Service Creep” – which was repeated by the press, analysts and customers. Developed the PR plan and strategy, facilitated the positioning, managed the program, wrote all the materials and media-story angles, prepared the executives, wrote the press section of the web site, did the internal Q&A and key messages/sound bites documents for the executives, and secured third-party and customer quotes.

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