Creating a Space in the Cloud
Cloud Computing Case Study
Client Challenge:
Distributed Management Task Force (DMTF) is a standards organization whose specifications are the basis for many widely used technologies. In early 2009 DMTF recognized that the growing popularity of Cloud Computing required the industry work to define standards to improve cloud interoperability. If DMTF lead such an effort, it would it would both increase the value of the standards that DMTF had already created by extending them to the cloud computing domain. Moreover this activity would further DMTF's reputation as a leader in defining IT management standards.
DMTF had to act fast and tasked Nereus to implement a PR plan to help it do just that. Nereus' challenge was to understand the Cloud Computing market and quickly develop and execute a PR plan. Our primary goal was to position DMTF as the organization leading the development of open industry standards for cloud computing interoperability.
Objectives included:
- Objective 1: Secure at least 3 pre- and 5 post-announcement briefings with target media
- Objective 2: Secure key message pickup and endorsements in 8-10 unique articles in target publications, with at least 3 being in top trade publication targets
- Objective 3: Secure at least one endorsement with a target analyst
- Objective 4: Secure a sizeable spike in Web traffic to DMTF's site
Solution:
Nereus distributed a press release announcing the formation of DMTF's Open Cloud Standards Incubator. The news was strategically released the day before Microsoft's Management Summit in order to be part of the keynote address. The release featured quotes from each participating company, demonstrating solid industry support. Nereus outreached to media and analysts via wire, phone, email and social media tools. Nereus also worked with DMTF to develop a cloud computing Web page and directed media to the site for additional information.
Results:
Nereus met or exceeded each objective and achieved DMTF's overall goal. Nereus secured 15 total briefings, 38 unique articles/blog entries and coverage in each of our top publication targets between April 27 and April 30. All but two articles were considered positive and featured both key message pickup and endorsements of DMTF's approach to Cloud Computing standards. DMTF's Website captured a dramatic uptick in Web traffic, with visits concentrating around its Cloud Computing page. Moreover, DMTF's Cloud Computing initiative continues to receive consistent media attention months after the original announcement date.
