Bringing to market an innovative technology solution and a new business model is a major challenge for a high technology startup, and Whaleback selected Elevate Communications to launch the company and develop ongoing thought leadership and media coverage programs to communicate the value of its managed voice service through networking and cable trade press as well as channel management publications.
communication objectives
- Introduce Whaleback Systems and its CrystalBlue Voice Service to enterprise and small-medium business markets
- Reach out to the analyst community to establish a thought leadership position in the emerging market for managed telephony services
- Foster press coverage in IT, telecom, cable and vertical market publications
- Increase reseller prospect sales lead opportunities
elevate communications programs
- Proactive analyst and media relationship programs
- Messaging and positioning exercises to define key messages
- Proactive press and analyst tour briefings to segmented targets
- Comprehensive press release calendar
- Thought leadership issue identification and management
- Placement of whitepapers, bylined articles and speakers
elevate results
- Briefed more than 60+ analysts and media during the introductory launch campaign
- Product introduction generated over 60 media placements
- Secured two bylined placements with the initial launch
- Led efforts to win two product awards from two major publications
- Total circulation unique viewers for initial launch coverage: 36,829,941
- Total readership for initial launch coverage: 9,561,339
- Ongoing media coverage through product announcement campaigns and article and speaker placement programs
