SOLUTIONS:
PUBLIC RELATIONS
Internet Email Server Software
Rockliffe supplies
messaging software and services for deployment in mid-size to large
corporations. Rockliffe’s flagship product – Rockliffe®
MailSite™ – enables corporate customers to communicate
cost effectively with their employees, customers and suppliers.
Rockliffe's software is the only standards-based communications
product that allows large corporations to communicate reliably and
cost effectively. Rockliffe's products leverage the full power of
the Internet, and they’re developed specifically for Windows
NT, the fastest growing operating system in the industry.
Since
Shotwell PR started handling Rockliffe in 1998, they have received
news coverage in such top-notch publications as Network Computing,
PC Magazine, Network World, and ComputerWorld. The agency has effectively
set up and carried out a long-term strategic PR plan that includes
regular analyst meetings, regular press releases, and strong editorial
relationships. Rockliffe went from virtually no presence in the
marketplace to consistent exposure in various media within the space
of a few months. Through dialogue with key editors, the agency was
able to help Rockliffe differentiate themselves from other similar
companies and create a strategy that emphasizes their position as
the most cost-effective, scalable, reliable, standards-based communications
software available on the market.
Digital Audio MIDI Solutions for
Musicians and PC Users
M-Audio markets
professional audio products to professional musicians to develop
and distribute music. Although the company is the leader and well
known in the professional audio market, the company’s marketing
strategy was expanded to include the mass market. Shotwell Public
Relations was engaged to introduce its technology and consumer line
of products to a wide variety of consumer channels.
Shotwell
Public Relations quickly worked with the company and leaders in
the audio industry to position and create an ambitious marketing
communications campaign that promoted the technology of the higher
priced professional audio products to individual musicians that
use PC and Apple computers.
By selecting nationally recognized musicians that used M-Audio’s
professional products as endorsements of the technology, the agency
developed a series of messaging platforms tailored PC computer users.
The new channels were able to quickly see the benefits of purchasing
M-Audios consumer product lines. Within the first four months, Shotwell
PR conducted a targeted PR campaign that included a series of face-to-face
meetings with industry visionaries, industry analysts and television
media. The campaign resulted in over 20 Editors Choice product awards
and has obtained media coverage in nearly all of the PC and Apple
computer business and trade media. Within one year, M-Audio is now
a household name for emerging musicians that use PC’s and
Apple Computers.
Threshold
Natural Dietary Vitamin Supplements
Threshold
is one of the worlds leading dietary supplemental vitamin company’s
in the world. As the company has expanded operations to target the
growing numbers of baby boomers, the agency recommended and developed
a comprehensive PR campaign with the company executive team to capture
this market. The campaign was targeted at well known authors of
natural dietary books and programs to endorse and mention Threshold
dietary supplements. As a result of working with outside dietary
visionaries and authors, Shotwell’s public relation campaign
increased press exposure by 45 % in three months. The agency also
coordinated dietary book announcements with the announcements of
a wide variety on new products from Threshold such as the well known
book introduction “The Hamptons Diet” by Fred Pescatore
M.D.
Marketing & Promotions
Product Launch Program in US Markets
Due
to several successful product launch programs conducted by Shotwell
Public Relations for US companies in the UK, France, Germany and
Italy, the agency was selected by Global Software to develop and
implement a 12 step US marketing communications program for over
20 emerging Finish companies. The objective of the program was to
tailor the marketing messages each of the Finish companies products
and services to fit the needs of US markets. The agency worked directly
with each of the companies in Finland to research and identify markets
in the US that could also distribute and market products and services
from Finland.
Over a three month period, the agency developed custom PR programs
for each of the companies and repositioned all of their marketing
materials to address the needs of the US markets. Within a three
months, the agency conducted a multi-city press tour for 20 Finnish
companies with industry analysts and business and trade reporters.
The program produced immediate results with press coverage in various
business and trade press and helped establish business relationships
that enabled many of he companies to begin business relationships
with US companies.
PC On-a-Chip for Embedded Applications
ZF
Micro devices, a start-up company, developed a unique technology
that enabled them to offer the first true PC on-a-chip. This unique
chip could be easily be tailored for a wide variety of embedded
applications. Due to the numerous applications the chip could be
used in, the company required a high level of visibility in a short
period of time. The company needed to establish name recognition
with OEM’s and needed to educate the industry analysts and
business and trade press to the benefits and applications of the
chip. The agency was quickly able to identify the top industry analysts
and business and trade media an secure private demonstrations of
the product. As a result, within a two month period, articles appeared
in 80% of all the OEM trade publications in addition to 10 nationally
known business publications. More importantly, the company booked
10 million dollars worth of orders within six months.
Uni-Pro
International Strategic Marketing/Korean Incubator
Marketing
& Promotions Product Launch Program in US Markets
In
collaboration with the Uni-Pro Group, Shotwell Public Relations
was engaged to develop and conduct a comprehensive public relations
educational program for over 53 Korean incubator companies. In addition
to working with each company to determine the basic marketing messaging
platforms, the agency conducted a six month educational program
that included how to prepare and use Company Fact Sheets, :How to
prepare for top tier press and analyst targets: How to prepare for
press announcements which support key message elements, including
a class on how to prepare for a “company launch” and
“momentum” releases: How to prepare and the importance
of Customer Testimonials and product overviews. Several interactive
sessions were conducted between two visiting US VC companies and
US news media so they could see first hand what questions the US
media and investment community would asking. As a result, 60% of
the companies enabled themselves to establish themselves in the
US market and a Korean incubator was established in San Jose California
that is active today.
Biotech
Founded
by several veteran biotechnology visionaries from Alza, the company
invented a unique method to administer and monitor precise measurements
of medicine for a wide variety of applications. In an effort to
demonstrate the methodology and reliability of their technology,
DURECT appointed Shotwell Public Relations to promote the companies
new product offering to the medical and consumer community. After
thoroughly researching all of the various markets and benefits of
the markets, the agency and executive management created a dynamic
public relations campaign around how the technology and product
addresses the needs of the growing number people who are suffering
from chronic pain. By selecting an area that the medical industry
has no clear solution for and costing Americans billions of dollars,
the agency launched an aggressive campaign that resulted is press
in medical trade journals, business publications and in human interest
stories in the mass media. It helped to put this public company
on the map.
GPS technology
Navigation
Technologies was the first company that actually introduced instant
driving instructions to the mass market. Although it was clearly
understood by the general public that instant driving instructions
would be of value, the company engaged Shotwell Public Relations
to educate the public of the benefits of the technology and the
ease of use for the consumer. Since the company just completed a
business partnership with Hertz car rental, the agency conducted
regional PR announcements and events in six major metropolitan cities
to demonstrate the ease of use to the public and demonstrated the
technology to a wide range of national media. As a result, the agency
was able to obtain a enormous amount of press in all of the major
medias in North America. Today, the company is known as NavTec and
is one of the most widely used GPS software today.
Make the Connection, Contact
Jay Shotwell.
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