Driving Sales for an Established Brand

In the ever-changing software industry, newer is often construed as sexier and more worthy of media attention. We wanted to help change that paradigm for Attachmate, one of the world's oldest and largest privately-held software companies. With more than 25 years of experience delivering advanced software for terminal emulation, application integration, and secure communications, Attachmate was solid and reliable-but the company was interested in driving sales and more brand awareness.

PR objectives

We worked with Attachmate to help the company increase visibility and drive awareness with its existing customer base, foster new and existing relationships with analysts and establish itself as a thought leader in the data management category-with the ultimate goal being higher sales.

Our strategy

To help Attachmate achieve its communications objectives and build perceptions of the company as a thought leader, we recommended a two-pronged approach. First, we sought to establish relevance with industry reporters using targeted buddy e-mails securing contributed byline articles and developing a steady stream of news. Then we began to build a solid analyst relations program that included regular briefings with key analysts, quarterly e-mail updates and securing references for other PR activities such as interviews with journalists.

Results

Efforts are paying off. Attachmate has appeared in several top-tier technology publications including Network World, IT Jungle, InformationWeek, IBM Systems Magazine, Integration Developer News and Database Trends & Applications In addition, we have helped deepen Attachmate's relationships with the analyst community and leveraged feedback and support from these influentials through other PR initiatives.