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Client's Business Problem:
Hubspan, a small Seattle-based integration solutions provider, was launched
during a technology industry downturn. During this time of extreme turbulence,
budget cuts and consolidation, the company needed to prove its technology and
business case and gain credibility among its current and potential customers,
its global competitors and financial audiences. As a start-up, the company had
a very low profile in the industry and limited resources to build its brand
identity. Additionally, Hubspan was launching a technology that had been
previously promised with great fanfare by other companies, however no company
ever delivered on the vision, which created vast skepticism in the market.
Communication Objectives:
- Educate audiences on the advantages of the Hubspan technology and the ways it
moves beyond similar technology launched in the past.
- Generate credibility for the company in the U.S. and Europe
- Position the company strongly against its global competitors.
Target Audience:
- Potential customers
- International business and trade media
- Industry analysts
- Competitors
- Investors
Strategy:
- Research and build the story: Determine the industry issues that are being
covered by global business technology journalists and develop the 'next
generation' story to showcase Hubspan's case studies and technology.
- Plant the seeds of the story: Leverage relationships with journalists to discuss
various angles that they can pitch to their editors.
- Provide access and resources: Provide the journalist with access to senior
executives, credible third-party resources and additional background data.
Results:
- Secured a company profile of Hubspan's successful Boeing project in the
Financial Times IT section, one of the most highly read and influential business
publications in Europe and the United States. The feature appeared in the
European and US editions and on the FT.com Web site, the world's most popular
audited Web site with 2.7 million unique monthly visitors and 55 million monthly
page views.
- Generated increased awareness and credibility for Hubspan among corporate
business leaders, potential customers and partners in the U.S. and
internationally.
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