Nereus Crafts a Clear and Powerful Message to Draw Attention to DMTF's Virtualization Technology Launch
Creative Services
Challenge: Developing Messaging to Stand out in a Competitive Announcement Environment
Distributed Management Task Force, Inc. (DMTF) is the organization bringing the IT industry together to collaborate on the development, validation and promotion of systems management standards. In fall 2008, DMTF asked Nereus to help launch a new technology to provide IT managers a standardized approach to the management of virtualized environments.
With this launch, DMTF wanted to spur adoption of the technology and increase the organization's brand awareness in the virtualization space.
Adding to the challenge, DMTF aimed to launch the technology in conjunction with VMworld, a key industry event in the virtualization space. With what promised to be a competitive environment for announcements, Nereus determined the DMTF launch had to be creative to be heard through the noise.
Solution: Nereus Drives Integrated Marketing Strategy to Reach Targeted Audience
With a firm understanding of the target audience, the Nereus team worked with client volunteers and partner firms to divide the integrated marketing approach into five areas:
- Messaging & Branding - Personified the technology as a superhero to accentuate its benefits
- Integrated Marcom Campaign - Integrated the new brand into existing marcom channels, including the monthly newsletter, Web site and collateral suite
- Proactive Media/Analyst Relations - Leveraged the firm's relationships with key press and analysts to distribute the news
- Event Marketing - Tailored booth presence and speaker presentations to deliver the message
- New Media - Introduced DMTF to new channels to reach its target audience, including a social media release
Results: DMTF's Launch Captures Significant Attention During Busy Tradeshow
The launch created the splash needed to stand out at VMworld - garnering key message pick-up and in-depth coverage in all target publications. DMTF forged new relationships with analysts and media, many of whom now look to DMTF executives as experts on virtualization management. The social media program was embraced by the online community, which encouraged the client to continue to invest in new media. Most importantly, industry adoption of the technology has continued to grow, helping to reduce the complexity and cost of virtualization management for IT managers.
Public Relations Society of America Spotlight Award
"Creative Tactic, November 2009"
