Datakey, Inc. (now Safenet) Safenet-Inc.com
Datakey, Inc. (OTCBB:DKEY) was an international leader in smart card solutions for public key infrastructure (PKI) security processes and protocols for mid-size to enterprise organizations primarily in the government and financial sectors.
Goals: Datakey sought to reposition itself in the marketplace as 1) a leader in delivering two-way authentication solutions, and 2) as a thought-leader in security and identity management.
BuzzPR embarked on an aggressive introductory media/analyst tour targeting IT security reporters and industry analysts, raised visibility for Datakey executives through speaker and contributed article placements, and launched simultaneous product review and industry award programs.
Within a four-month period, Datakey’s CEO was invited to present at key industry events Infosec and Security and Technology Online (SATO), and was successfully recognized as a leading resource in security and identity management among both media and analysts. Relevant news and product review coverage was secured in tier 1 IT security and network management publications such as SC Magazine, Network World Identity Management Newsletter, Information Security Magazine, Microsoft Certified Professional Magazine and Federal Computer Week. SafeNet, a global leader in information security, acquired Datakey two months after the PR campaign concluded.
Uplogix, Inc.: Uplogix.com
Founded in 2003, Austin-start up Uplogix took an innovative leap in 2008 to redevelop and rebrand its signature product to resolve remote management challenges today’s traditional network and systems management tools fail to address. Having introduced the market’s first fully-integrated, secure remote management platform combining both hardware and software elements, Uplogix officially became the only vendor in its space with such an offering. In a time where IT departments were faced with limited budgets and a “do more with less” requirement, enterprise companies managing highly distributed networks were attracted to Uplogix for its ability to deliver substantial savings in remote downtime and recovery costs by eliminating technician trips to a remote site to fix a problem.
BuzzPR’s game plan was to position the company as a pioneer in the remote management market by trumpeting its innovative technology and distinct approach to resolving remote management challenges. New messaging was created around this approach to also align around a major product launch targeting IT and vertical market media/analysts to rebuild relationships under the new brand⁄offering, as well as position Uplogix as an industry thought-leader. Both public speaking and award campaigns were also implemented.
Uplogix sought to position itself as 1) a leading technology innovator and industry thought-leader with in a 12-month period, and 2) Change its perception from an Intelligent Out-of-Band (OOB) company to a Secure Remote Management (SRM) provider among the media and analyst community.
Leveraging Interop Spring, Cisco Live and Gartner IOM as launch platforms in a period of three months, BuzzPR and Uplogix undertook a media/analyst tour to reintroduce the company’s new direction and product to more than 40 industry influencers. In conjunction with the tour, subsequent funding, partnership and customer news announcements helped secure quality coverage in several tier 1 publications and blogs including InformationWeek’s StartUp City blog, SearchDataCenter.com blog, ComputerWorld, eWeek, Network World, Bank Technology News, Gartner NCCM Marketscope Report, TechTarget TV, TechConfidential and Government Computer News, to name a few.
Coverage was secured in over 90 relevant, quality-driven feature articles and news blurbs and company spokespersons were placed as speakers at key events such as Data Center World, Offshore Communications, and Remote, further demonstrating Uplogix’ leadership in the remote management space.
Blue Coat System
Sunnyvale-based Blue Coat Systems, a technology leader in application delivery networking, sells a corporate Web filter as part of its Secure Web Gateway solution. Blue Coat saw an opportunity to take this technology and develop K9 Web Protection, a free consumer Web filtering product available through the Blue Coat Community Outreach Program as part of its corporate social responsibility programs.
To effectively reach co- and single parents, community leaders, education organizations, and law enforcement channels, BuzzPR specifically targeted media relations outreach to regional parenting publications, national women’s magazines, family/parenting blogs, and education organization newsletters by delivering contributed content and strategic pitching around timely online safety issues. BuzzPR aggressively launched a broadcast television and radio grassroots tour in conjunction with speaking appearances, identified award opportunities to elevate the credibility of the K9 Web Protection technology, and launched a blog campaign to engage and encourage the public to discuss and share online safety concerns and experiences.
Blue Coat had an overall community goal to provide a “family-safe” Internet. The company sought to establish 1) itself as an Internet safety authority and, 2) increase downloads of its free business-to-consumer (B2C) parental software product, K9 Web Protection, by raising the attention of Internet Parenting/Social networking dangers as a national issue to drive a community call-to-action to make the Internet a safer place for families. Blue Coat’s former VP of Content Control, John Carosella, lead the initiative and was the primary spokesperson.
Positioned as one of the leading authorities on Internet Parenting and online safety, John Carosella was featured in over 15 regional parenting magazines, with three of them picking him up as a regular columnist. Coverage in online resources such as HomeandFamily101.com, online technology and information news sites including CNET.com and About.com, and national exposure in Parade Magazine and Family Circle helped quickly position Carosella as an authority on Internet Parenting and online safety.
Carosella also appeared on numerous television segments and radio shows across the country, participated in online safety panels and delivered presentations at various state PTA conferences and Internet safety conventions, and landed a regular appearance to teach Internet safety classes with Habitat for Humanity Austin. Law enforcement state agencies referenced K9 Web Protection in school presentations, while K9’s Internet Parenting blog achieved daily activity from the community. K9 Web Protection was recognized with The National Parenting Center’s Seal of Approval, the iParenting Media Award, and iia Family Friendly Filter. Carosella was also featured in the call-to-action documentary “Traffic Control: The People’s War on Internet Porn” which became another catalyst to raise awareness on Internet dangers.
K9 Web Protection downloads dramatically increased from 50,000 to over 200,000 by the end of the one-year campaign.