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Client's Business Problem
In the late 1990s, Siebel Systems quickly established its dominance in the customer relationship management (CRM) software market and led the enterprise software industry by designing specific business processes to support eBusiness applications for more than 20 vertical industries.
With the downturn in the information technology industry, Siebel Systems turned to OnPR to develop a strong vertical PR program to gain awareness for Siebel's products. In addition, OnPR was tasked to demonstrate Siebel's leadership and competitive advantage in delivering industry-specific solutions for aerospace and defense, communications, consumer goods and retail, financial services and insurance, healthcare, high technology and manufacturing, oil, gas and chemical, and pharmaceutical industries.
Communication Objectives:
- Position Siebel Systems' domain expertise as the leading provider of industry-specific CRM applications and proven vertical solutions
- Establish Siebel Systems as a thought-leader in key vertical markets
- Communicate the company's competitive advantage over other enterprise technology and niche CRM providers
Target Audience:
- New customers in target verticals
- Existing customers
- Vertical industry press
- Analysts, academics and other influencers
Strategy:
- Demonstrate Siebel Systems' thought-leadership
- Conduct aggressive editorial education
- Build customer case studies, success stories and references to support perception of vertical market leadership and innovation
Results:
OnPR's vertical expertise and strong relationships with top-tier vertical, trade and business press editors led to Siebel Systems successfully garnering a variety of customer-focused cover stories, case studies and industry trend feature stories in more than 40 publications within six months.
- Cover Stories
Aviation Week & Space Technology, August 18, 2003
Special Report/Information Technology, Mining the Aftermarket
CIO Magazine, September 15, 2003
Merrill Lynch's Billion Dollar Bet
Managing Automation, May 5, 2003
Silver Bullet?
Start Magazine, August 7, 2003
Lean at Work: Honeywell Aerospace
Wall Street & Technology, September 1, 2003
Earning a Payback on CRM: Smaller Projects, More Homework
- Feature Stories
American Banker, June 3, 2003
PNC: Building Relationships Takes More than Tech
Aviation Week & Space Technology, April 14, 2003
Pay-As-You-Go Internet gives airlines more opportunities to apply specific MRO software
CIO Magazine, September 1, 2003
300 Brands, One Strategy
When your reach is as vast as Procter & Gamble's, building a worldwide view of your customers is a matter of thinking globally and acting locally
Computerworld, May 12, 2003
CRM Apps Take Flight at Aircraft Makers
MSI Magazine, September 1, 2003
Making the right connections; Be wary of application vendors touting "open" integration platforms
Overhaul & Maintenance, September 15, 2003
Beyond CRM
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