THE FRESHWATER TECHNOLOGY PORTFOLIO
Press relations
Targeting end-users – Molex Premise Networks
Building reputation - maximise the
‘pull through’ effect
Molex Premise Networks is a long established structured cabling
manufacturer with a world-wide reputation for technical excellence
and a wide portfolio of network infrastructure products. The
company’s sales channel consists of a network of distributors
who sell to contractors and system integrators for installation
at end-user sites.
Market analysis and a new business strategy identified the effect of ‘end-user pull through’ as being crucial to the sort of big business contract wins that Molex wanted to target. Recognition by IT managers, directors and their consultants was essential if Molex was going to ensure a place on tender lists.
Molex turned to its established PR partner, Freshwater Technology,
for help and an end-user PR strategy was developed to run
alongside the existing installer press campaign.
Objectives
Strategic objectives
- Raise the profile of Molex Premise Networks in the IT community
through editorial coverage in the IT and networking press
- Position Molex Premise Networks as expert in structured
cabling
Considerations
As a structured cabling manufacturer, Molex competes for editorial
space in the IT and networking journals with fast-moving,
leading-edge hardWARE and software technologies, most of it
from very big name companies. The given perception is that
cabling is a ‘dull’ topic; Freshwater Technology had
to come up with a way of creating PR material that was interesting
and relevant to the magazine readership.
Research and planning
Freshwater Technology and the Molex in-house marketing team together
carried out research into the issues of interest or concern
to customers, by talking to customer-facing staff at Molex
and analysing customer feedback information. Issues identified
included wide topics such as ‘business continuity’
and ‘security’ as well as specific technical issues
such as water ingress into cables and the implications of
the new ‘Category 6’ cabling standard.
A ‘Molex message’ was developed for each of the issues, highlighting the company’s relevant expertise, experience or product. In some cases, this involved working with a Molex partner company, customer, supplier, installer or system integrator to add value or context to the message.
Based on these messages, a series of news announcements and
press articles was planned, including issue-based news releases,
sector targeted articles and case studies.
Issue-based news releases
The first news release to be issued highlighted the damage
that can be caused to cables by the ingress of water, in the
event of a flood. The release suggested measures that IT managers
could take to minimise the risk posed by flooding (such as
not siting the comms room in the basement) and publicised
the fact that Molex’s Technical Director Rob Cardigan
was to give a paper on the subject at a forth coming BICSI
conference. Distribution of the news release was scheduled
for November when rainfall figures were high and there were
a number of news stories in the press about localised flooding.
The well-researched news release included facts and figures from other sources such as a recent report from the Energy Savings Trust which estimated that £222billion worth of assets in the UK are at risk of flooding, and that London’s future as an international centre for trade and commerce is under threat from the risk of a major storm surge.
Other topics covered by subsequent news releases including warnings for IT managers about potential performance issues raised by the new Category 6 standard, and one on space saving issues in congested communications rooms.
Targeted industry articles
Articles on topics including business continuity and security
were developed and, using detailed research in each target
sector, tailored to key-markets. For example, an article discussing
the ways in which IT managers can minimise infrastructure
down time was created in versions for the financial, healthcare
and education sectors. Another, developed in conjunction with
a Molex partner, looked at the physical aspects of network
security and showed IT managers how a number of potentially
serious security breaches can be avoided without large scale
capital outlay.
Case studies
Flagship projects which demonstrated Molex’s network
design capability and high standards of customer service were
written up as case studies for use on the web site, in sales
collateral and in the press. This library of success stories
backs-up the expert position claimed by the other news material
and demonstrates credibility in the industry.
Editorial feature opportunities
In addition to the planned programme of press material, Black
& White kept close track of the editorial features running
in the key titles, and made good use of opportunities that
arose as a result. With the full support of the Molex marketing
and technical spokespeople who were always prepared to put
themselves out to be available for interview or to work to
tight journalistic deadlines, Freshwater Technology was able to
formulate quick response pitches to journalist requests for
information.
Results & evaluation
As a result of the PR programme, Molex started to receive
regular press coverage in IT, networking and vertical sector
end user titles including IT Week, Computer Business Review,
Networking +, Building Services Journal, Financial Sector
Technology (FST) and Facilities Management.
Over the first 12 months of the programme, press coverage increased by 62% by column cm (44% advertising value equivalent (AVE)), even though the PR budget remained the same. Of that, the increase in coverage in end-user and high end networking titles was 150% by column cm and there was a 75% increase in the number of clippings.
For example, the news release on flooding issues appeared in 12 different IT and end-user titles, with coverage which added up to an advertising value equivalent of £3,640. Key mentions were in Facilities Management Journal, Facilities Management and Networking +.
The article on ways in which IT managers can minimise infrastructure dow- time has appeared in Financial Sector Technology and Healthcare IT.
The project to cable Northern Trust’s prestigious new headquarters at Canary Wharf, completed towards the end of 2003, was listed for the Financial Sector Technology Cabling Project of the Year award.
Anne Watmore, Global Marketing Manager, Molex Premise Networks comments: “The value that Freshwater Technology has been able to add to the media relations work in this area has allowed us to increase visibility with end-users through credible press coverage in IT, networking and vertical sector publications. The Freshwater Technology team works closely with our in-house people and the result is an effective strategy, a positive working relationship and identifiable results in direct support of our business goals.”
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