Ad Hoc Communication Resources Helps Network Security Start-Up Explode onto the Scene
American Marketing Association – Gold Citation of Excellence Award Winner
Ad Hoc Communication Resources set the media strategy for the launch of its newest network security client, Trusted Network Technologies (TNT), in just two short weeks. And after only a month’s worth of activity, the two companies have created a successful track record that could easily be the product of a year’s worth of editorial outreach-and the envy of many competitors in a time when media often remain disenfranchised with technology start-ups.
Helping TNT emerge from stealth mode into the center of press attention in less than a month was no easy task. The campaign began with a messaging workshop to determine the positioning for the launch of its new network security client. Then, confidential analyst concept briefings helped to reinforce the intended messaging and validated the company’s media messaging. After securing referencability from several of the analysts, Ad Hoc fine-tuned the press materials-including a PowerPoint presentation, fact sheet, FAQs, news release, and customized briefing booklets for each interview-all in a matter of days.
Then with the foundational materials and activities complete, Ad Hoc preceded with the press announcement of the company’s launch. In just ten days, TNT executives conducted 18 interviews with industry-leading journalists from publications such as InformationWeek, InfoWorld and CNET.
TNT’s product manager, Sheila Droske, couldn’t believe the response from the media and Ad Hoc’s quick results. Sheila quipped, “It’s so exciting after all our quiet work over these months to see the publicity start rolling in. I’m very excited, and I’m so glad you all are helping us.”
And though client praise is a welcome part of any client engagement, it’s the results that matter most. Ad Hoc’s media efforts have garnered 54 placements in month one. In addition, the company’s website experienced a spike in visitors, and every placed article tracked beautifully with the key message document.
One of the best success indicators was the award of additional work to Ad Hoc. With all the success of the initial media relations activity and despite a limited budget as a start-up, TNT has tapped Ad Hoc for additional activities including a momentum campaign that combines press outreach with more traditional marketing activities including a branded series of e-briefs that combine HTML email, microsites, and position papers to outline the company’s key value proposition.
“Our success with TNT is not a fluke of timing or a uniquely hot technology,” said Shelli Ryan, Ad Hoc’s president. “The results we produced for TNT is simply the result of our unique agency structure with best-of-breed experts in Omaha, Atlanta and San Francisco. This combined talent offers clients access to more areas of expertise and experience, more geographic diversity, and more depth and capacity.”