Case Studies.

Performance Technologies, Inc.

Challenge

Only six weeks before a major tradeshow and with much to do, Performance Technologies, Inc (PTI) needed help. Wanting someone with expertise in the embedded industry, they turned to us to manage three announcements at the show.

Execution

Nereus provided strategic advice and distributed the content for each of PTI's announcements in less than four weeks. Through a blitzkrieg of intriguing emails and solid phone pitching, we worked overtime to secure press and analyst briefings for the announcements.

Results

Nereus exceeded the client's expectations and secured twenty-two briefings, which led to positive coverage and glowing reviews of our work.

GoAhead Software

Challenge

GoAhead Software was ready to launch a new high availability and systems management middleware product. Eight weeks before a major tradeshow, the company turned to Nereus to orchestrate the product introduction, relying on our technology expertise and strong relationships with key editors and analysts to position the new product in the vital telecomm and defense market sectors.

Execution

Nereus worked with GoAhead Software to manage the entire product launch by:

• Planning and facilitating a two-city press tour to influence industry analysts and editors
• Distributing a press release to generate buzz and secure coverage during the event
• Promoting a product unveiling in conjunction with a cocktail reception
• Managing development of collateral and promotional materials
• Driving attendance to the event through email invitations and follow-up phone calls

Results

Nereus' efforts to promote the cocktail reception resulted in more than 68 RSVPs and a standing-room-only crowd. Additionally, the press tour generated 20 news items. These results reinforced GoAhead Software's position as the worldwide leader in its field.

USB Press Kit

Challenge

In 2006, Nereus' client, the USB Implementers Forum (USB-IF), was getting ready to have Certified Wireless USB products hit the retail shelves in the first half of 2007. Nereus began outreach to consumers to drive customer awareness by promoting the technology at CES Unveiled, the International Consumer Electronics Show (CES) a press-only event.

Execution

Based on feedback from media who attended previous CES shows, Nereus created a press kit that would be informational, compact and convenient for press attendees.

Nereus' goals were to:

• Drive consumer demand for the Wireless USB technology
• Secure feature article placement
• Communicate the uses for the technology
• Incorporate more images, less text

In order to reach out to consumers, Nereus suggested developing a press kit:

• A lightweight collateral piece that showcased usage scenarios of Certified Wireless USB
• Showed the press how Certified Wireless USB worked though pictures
• Included back-up materials for supporting details, which was stored in a convenient USB flash drive

Results

Nereus impressed the USB-IF with the new press kit design and flash drive approach. We also came in roughly $400 under budget. Our press outreach tactics generated more than 35 feature articles, 20 from consumer publications.

Wireless USB Campaign

Challenge

With Certified Wireless USB products ready to hit retail shelves in the first half of 2007, Nereus needed to target end-users through consumer press to drive consumer demand for the technology. After developing a plan for 2007 that included educating consumers, Nereus took action at the International Consumer Electronics Show (CES). Our PR and advertising team had two key objectives for the start of the year:

• Drive consumer demand for the Wireless USB technology
• Build brand awareness and acceptance for the USB logo

Execution

CES provided access to more than 4,500 relevant industry press. Nereus managed the development of a short video to be showcased at the event. We then multi-purposed the video through various outlets throughout the year. Nereus also created a collateral piece that mirrored the look and feel of the video and doubled as a press kit. We executed all tactics planned to-date, and worked after hours to meet additional media relations requirements.

A few of Nereus' media relations tactics at CES included:

• Creating a consumer-focused short video
• Developing a graphics-based collateral piece that doubled as a press kit
• Securing ongoing one-on-one press briefings
• Securing feature placements in consumer publications

Results

Nereus caught the attention of consumer media. This was reflected in five feature articles and a consistent flow of more than 70 news articles published in consumer publications. Through advertising, Nereus secured 52 million impressions, revealing that consumers recognized the significance of the Certified Wireless USB logo. Over a seven-month period, Nereus helped build strong consumer awareness for Certified Wireless USB technology and its logo.

"It has been a pleasure working with Nereus for the past five years, as they have helped us drive some of our most innovative strategies. The Nereus team has traveled the globe reaching out to media and stakeholders in support of USB-IF marketing activities. They have always been a hard-working group of consummate professionals."

- Jeff Ravencraft - USB