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PR campaign
elevates integration specialist in crowded market |
Background
Polarlake is a leader in standards-based incremental integration
and provides a suite of products for implementing integration
solutions based on the Enterprise Service Bus architecture.
Since June 2004, Wildfire PR has been undertaking ongoing
media relations activity into the US, UK and Irish markets
for PolarLake.
The Brief
Prior to June 2004, PolarLake’s PR activity was conducted
in-house from the company’s Dublin headquarters. However,
due to increased competitor activity, Polarlake identified
the need to build greater awareness of its products and services
amongst the IT community. The integration software specialist
appointed Wildfire PR to drive awareness of PolarLake through
a high impact, media relations-focused PR programme.
| Objectives |
| • |
Position Polarlake as a leading integration
provider and source of expert opinion |
| • |
Increase awareness of the company amongst target IT decision
makers and vertical markets |
| • |
Generate momentum in target US, UK and Irish press and
build a solid platform for a continued successful PR campaign |
| Strategy |
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Establish PolarLake and the company principals
(CEO and CTO) as integration experts; securing comment
and opinion opportunities around enterprise integration
issues and related themes, such as BPM, BAM, SOA and Web
Services |
| • |
Build awareness and momentum through regular news announcements
and communication with the media |
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Build and maintain positive relationships with the press
by focusing on face-to-face and telephone interviews |
Results & Evaluation
Over the last 21 months, Wildfire has consistently generated
high quality coverage for PolarLake in key UK, US and
Irish press and websites, as well as target banking and
finance vertical publications: |
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2-3 opinion articles secured per month in
key publications, including STP, Back Office Focus, Agile
Enterprise and Enterprise Architect |
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15-20 pieces of coverage generated per month in US, UK
and Irish media |
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2-3 press interviews arranged for company principals
per month |
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Regular commentary in features, including Financial Times,
Computer Business Review, Financial Sector Technology and
Banking Technology |
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