Case Studies

SecureLogix

In a crowded high-tech world, company begins to create their own market space

Challenges

  • Attracting the attention of the media to a relatively obscure telecommunications security company
  • Getting industry analysts to talk and write about the company and their products
  • Creating a new market category for SecureLogix, in which their telecom security platform becomes known as the first of its kind

Actions

  • Created new and consistent messaging for SecureLogix and its product
  • Aggressively pursued industry analysts through a press tour and numerous telephone conferences
  • Guided the company in revamping and expanding their press materials
  • Developed a program for submitting abstracts and contributed articles, targeting key publications
  • Secured appointments with key members of the press at trade shows
  • Arranged for evaluation units of SecureLogix's product to be sent to target publications

Key Results

  • Awarded 2001 "Best New Security Product" by SC Magazine
  • Received requests by industry analysts to visit the company and study its platform
  • Gained the attention and respect of analysts, several of whom now also serve as references for SecureLogix
  • Secured extensive evaluation of the company's product by Network Computing as well as other key publications
  • Expanded media coverage into new vertical markets
  • Dramatically increased the extent of media coverage to include feature articles in major publications
  • Gained reputation among analysts and the media as being the only company providing telecommunications security of its kind