Case Study ProTech Services Developing a comprehensive communications strategy

Situation Overview

ProTech Services specializes in water treatment for construction project and other applications. The company provides mobile water treatment equipment and services for construction, environmental, agricultural, and other applications. ProTech’s business plan was based on exploiting opportunities to improve efficiency and cost of water filtration and treatment. A combination of adapting existing technology from other water treatment applications, and developing new, proprietary technology, proved to be a huge success for contractors looking for a cost-effective water treatment options. ProTech was poised to grow, and retained Judy & George to develop a comprehensive communications strategy that would expand their presence in the market.

Our Impact

Judy & George started at the very beginning with a complete, consistent, integrated communications plan that incorporated public relations, technical documentation, and marketing. The goal was to establish a corporate identity and improving the visibility of ProTech’s products and services.

Strategies included:

• Creation of a corporate messaging/positioning platform to identify key messages and value propositions
• Development of company collateral, including boilerplate, executive biographies, company backgrounder, and corporate fact sheet
• Development of all content for the Company’s website
• Writing and distribution of press releases with real news value. Coverage appeared in numerous industry magazines, including WaterWorld, Science Today, Chemical Analyst, Water Quality Products, e-StormWater.com, Industrial News/Construction & Building, The Institution of Electrical Engineers (IEE)—Engineering Communities Management, Mining Environmental Management, ConstructionEqupimentNews.net, Energy Magazine, and Chemical Online.
• Development of a series of technical white papers on various aspects of water treatment technology
• Creation of technical presentations for conferences and customers
• Organization of trade show presence, including all trade show booth material and collateral
• Drafting of trade journal articles and case studies, which we placed in top tier industry publications: California Builder & Engineer, Stormwater Magazine, U.S. Water News, and Water & Wastes Digest.

Judy & George were the ideal fit for ProTech—Judy with extensive experience in public relations, and George with a solid science and engineering background. With our support, ProTech expanded from a startup to a recognized, multi-million dollar firm with a reputation for innovation and efficiency in the industry.

Case Study Blue Sky Research Preparing technical content for the launch of a new website

Situation Overview

Blue Sky Research, a developer of optical network components, had undergone a significant shift in their business focus. As the company was preparing to communicate the new direction of its product lines to the business community, it was also trying to complete a comprehensive redesign of their website. Blue Sky Research asked us to develop new marketing and sales collateral for the corporate website that clearly articulated the new product lines’ value propositions, competitive differentiation and technical architecture.

Our Impact

We developed the new product positioning for Blue Sky Research and wrote several mini-white papers describing the technology behind each product as well as summaries of the different product features and specifications. Working closely with Blue Sky Research’s marketing staff, we delivered all the required text within two weeks—just in time to coincide with a major press release. The new website and press release were received very positively from Blue Sky Research’s various influencers—investors, partners, customers, press, analysts, etc.—both reflecting the new product positioning, unique differentiators and value propositions.

Case Study Santa Cruz Chamber of Commerce Designing and Implementing a Symposium

“Your design and implementation of the Symposium element of our event were key factors in our success. The speakers you recruited presented information that was both highly relevant and wonderfully interesting. I especially appreciate your professionalism and attention to detail.” Greg Carter Executive Director of the Santa Cruz Chamber of Commerce

Situation Overview

Each year in February, the Santa Cruz Chamber of Commerce hosts a Technology Exhibition & Symposium, a high-energy exchange of technology efficiencies, business and career opportunities, and best practices. This event attracts thousands of attendees from Santa Cruz County, Silicon Valley, and the Monterey Bay area. The largest technology event on the central coast, the Technology Exhibition & Symposium provides vendors with new marketing opportunities, encourages regional businesses to gain valuable information about locally available goods and services, and offers attendees and exhibitors access to the latest technology and business trends affecting the way we live and work.

Our Impact

In December 2003, we were retained to develop the 2003 event Symposium, giving us less than two months lead-time. We began by designing 18 hour-long panel and standalone Symposium sessions across four tracks: (1) Innovation & Entrepreneurship; (2) Technology & Operations; (3) Career & Organizational Development; and (4) Marketing & Communications. Based on our vast network of qualified and talented professionals, we were able to secure 50 speakers/moderators, including a high profile keynote speaker: Steve Blanton, Executive Director, Bay Area Council, American Electronics Association, and former Mayor of Los Gatos.

We were in daily contact with all speakers/moderators to provide counsel and strategy, communicate logistics, answer questions, and offer support. We also drafted a set of speaker and moderator guidelines, biographies for all 50 speakers, and an event press release. Since the Santa Cruz Chamber of Commerce has limited resources, we assumed responsibility for drafting and posting content for the official event website.

Event attendance was high, and the Symposium sessions were filled to capacity. We secured pre-event and post-event coverage in a local newspaper, including two in-depth articles on specific Symposium sessions. In addition, several speakers informed us that they generated new business as a result of the Symposium.

Case Study Katsina Optics Developing a Successful Trade Show Strategy

Situation Overview

We were tasked with helping Katsina Optics prepare for their first major trade show appearance at the March 2002 Optical Fiber Communication (OFC) Conference and Exposition. Katsina, a developer of integrated testing and automated assembly equipment for the fiber optics industry, planned to officially introduce its first product line, the KCT-2100 component tester, at the OFC conference in Anaheim, California. Our activities with Katsina started just before Christmas 2001, leaving us less than three months to secure booth space, design the exhibit, develop company and product collateral, and create the company and product launch publicity that would ensure a successful show.

Our Impact

We worked with Katsina to develop an integrated communications plan—incorporating public relations, marketing and marcom activities—targeted at gaining corporate and product visibility for Katsina, and increasing overall market awareness for testing and automation technology.

Strategies and tactics included:

• Immediately setting up weekly teleconferences
• Performing competitive research and analysis to evaluate the potential competition in Katsina’s market space
• Creating a list of relevant press contacts and industry analysts who cover Katsina’s technology
• Developing company collateral including boilerplate, executive biographies, company backgrounder, and corporate fact sheet
• Conducting a messaging/positioning development meeting to identify key company messages and value propositions
• Conducting a media training session for the Katsina executive team
• Performing a comprehensive review of the company website with recommendations for improvements
• Securing a bylined article opportunity in a major trade publication

We also:

• Secured exhibit space
• Secured time and location for a “Product Showcase”
• Prepared the company profile and product description for the trade show guide
• Registered company attendees
• Secured hotel reservations
• Prepared and distributed an invitational letter to Katsina’s target customer list with exhibit information
• Secured electrical and compressed air hook ups for the exhibit space
• Ordered exhibit furnishings, carpeting, and labor to install and dismantle
• Prepared a trade show announcement for the company website
• Contacted press and analysts to secure pre-briefings and interviews
• Developed a comprehensive, spiral-bound press and analyst briefing book for the Katsina executive team
• Prepared a company/product launch press release for issue the opening day of the show

Katsina attracted more than 200 conference attendees to their booth, and received strong interest from venture capital firms. Katsina met with several customer prospects, including Fortune 500 companies. We secured numerous briefings with press and analysts covering the optical and test and measurement industry. Coverage appeared in Light Reading, Lightwave, Fibers.org, optics.org, and other industry publications.

Case Study n&k Technology Inc. Presenting a paper at the Compound Semiconductor Manufacturing Expo

Situation Overview

n&k Technology’s president and CEO, Dr. Rahim Forouhi, was invited to give a presentation at the inaugural Compound Semiconductor Manufacturing Expos (CS-MAX) trade show. The company was very interested in having a presence at CS-MAX since their technology was simultaneously being introduced to the compound semiconductor market, but, was unable to attend due to schedule conflicts. Since we had already written several articles about n&k’s thin film characterization technology, Dr. Forouhi asked us to prepare and present the paper.

Our Impact

Reflecting our demonstrated understanding of n&k Technology’s thin film characterization technology, we wrote and presented a technical paper for n&k at the conference. In addition to having the paper accepted for the show, it was also selected to appear in the proceedings volume for the conference. Dr. Forouhi’s decision was based on his confidence that we were sufficiently knowledgeable about the company’s technology, as well as adept at representing the company in a public venue.

Case Study Fidelica Microsystems Launching a startup technology company

“In preparation for Fidelica Microsystems’ corporate launch, we required a full-service technical agency that could develop and execute a comprehensive communications strategy that incorporated all phases of the launch, including messaging, corporate collateral, white papers, and press and analyst relations. Your services resulted in increased awareness and credibility for Fidelica with industry influencers, potential customers, partners and investors.” Bob Allen Vice President of Marketing and Business Development

Situation Overview

We were tasked with formally launching a new startup, Fidelica Microsystems, and its fingerprint authentication technology in the increasingly competitive electronic security marketplace.

Our Impact

We developed a comprehensive public relations campaign focused on establishing awareness and building credibility for Fidelica and its technology. The campaign entailed the development of Fidelica’s communication platform, corporate collateral, proactive media and analyst relations, executive speaking opportunities and ongoing communication support. We developed Fidelica’s company backgrounder, news releases, technical white paper and subsequent bylined articles. We secured more than 15 press and analyst interviews prior to Fidelica’s company launch, with influencers in the business, technical and security communities. Coinciding with the launch, coverage included: the Wall Street Journal, Computerworld, eWeek, Silicon Valley Business Ink, and Silicon Valley Business News (KICU TV).

Case Study Blue Sky Research and n&k Technology, Inc. Contributing technical articles to trade publications

“You played an instrumental role in helping Blue Sky Research surpass its business and communication goals through enhanced industry visibility and education. Your public relations expertise and ability to analyze and interpret complex technology has made you an invaluable extension of our corporate team.” Bob Potenza Senior Vice President of Sales and Marketing

Situation Overview

As part of a campaign to establish Blue Sky Research and n&k Technology, Inc. as experts in their fields (optical networking components and thin film characterization, respectively), we continually target editorial opportunities in relevant and widely circulated trade publications. After identifying a target for a contributed article, we submit the abstract, as well as the complete article, including graphics. Our clients receive full authorship of the articles and are the primary contacts for any follow-up interest. As a result of our writing skills, our clients gain widespread visibility and are able to proactively educate the market about their companies and innovative technologies.

Our Impact

Our research and writing capabilities allow them us gain a deep understanding of client technologies within the context of current market developments. We have produced bylined articles and technology briefs for Blue Sky Research and n&k Technology that have appeared in such trade publications as Laser Focus World, Lightwave, WDM Solutions, Fiber Optics Online, Data Storage Magazine, datatech, Semiconductor International, and Solid State Technology. These bylined article opportunities give smaller companies a chance to demonstrate their expertise in a way that goes far beyond what is possible in an expensive, full-page advertisement. In addition to bylined articles, we also prepare conference papers and abstracts, white papers, website content, and company collateral such as corporate backgrounders and marketing briefs.

Case Study Talmadge Construction, Inc. Implementing a focused local media program

Situation Overview

Talmadge Construction, Inc. is a Santa Cruz County, California contractor specializing in residential design and remodeling. The company employs a dynamic team of designers, builders, and craftsmen that specialize in kitchen and bath remodels, room additions, and whole house remodeling projects with an emphasis on green building. Over the years, Talmadge Construction has built a steady business in Santa Cruz County and maintains a reputation for providing highly personalized service. Most of the company’s business comes from client referrals. Talmadge Construction retained Judy & George to expand their visibility in Santa Cruz County, and move beyond a piecemeal, word-of-mouth marketing approach.

Our Impact

Judy & George developed and implemented a communications program targeted specifically to the local market. Projects included:

• Creation of a messaging/positioning platform to identify and refine key messages
• Preparation and distribution of press releases to the local media
• Development and promotion of presentations for local home and garden shows
• Development of a flyer for distribution within Santa Cruz County
• Drafting of a series of six articles on remodeling with subsequent placement in six issues of HomeStyle Magazine, the premiere publication geared towards the high-end housing market in Santa Cruz County
• Pitching and securing a monthly green building column in the Santa Cruz Sentinel—Santa Cruz County’s most widely-read local paper

Over the course of one year, Judy & George yielded positive results, generating numerous client leads for Talmadge Construction within a fiercely competitive market.