Client Results: SPI Dynamics
Security Practice case study
Overview
When SPI Dynamics began its nearly three-year engagement with Merritt Group, the company had minimal mindshare in the security market as a Web application security vendor. A few other competitors/peers had about the same following: Watchfire, Cenzic, and Fortify Software.
Challenge
The PR team needed to find a key differentiator to set SPI apart from the competition and position them as an industry leader. With their comprehensive Web application security offerings, SPI could easily “own” the issue of secure software development—a conversation that C-level decision makers could easily relate to and understand. But how could SPI seize the advantage?
Strategy and campaign
Right from the outset, the Merritt team aggressively positioned SPI as a leader in secure coding and application security. The team leveraged SPI’s presence at a number of industry tradeshows—Black Hat, RSA, InfoSecurity, and Mercury World—to begin forging strong relationships with key media such as CNET, InfoWorld, SD Times, Information Security, InformationWeek, and many more.
In addition, the team frequently met with the research arm of the organization, SPI Labs, to discuss any breaking vulnerability news that might be of interest to reporters. Direct access to the Labs group significantly contributed to Merritt’s success in raising visibility for SPI as experts in application security and a variety of other areas, namely Ajax, SOA, and Web 2.0 security.
To penetrate the business press, Merritt used the message of secure software development in tandem with the Labs research to land key meetings with The New York Times, The Wall Street Journal, USA Today, The Washington Post, and Forbes.com, to name a few. An aggressive approach to baseline PR programs such as editorial calendar pitching, rapid response pitching, and thought-leadership placements also elevated SPI’s visibility as a market leader and positioned the executives as go to sources of information.
Results
The results of Merritt’s execution were measured on a quarterly basis by a separate research team. SPI consistently beat out its competition not only in “share of voice” coverage numbers but also in the prominence of coverage (features vs. mentions).
At Black Hat 2006, the team secured over 200 pieces of coverage on the company’s show news, book releases, and speaking sessions. A similar media blitz occurred at the 2007 show.
Ultimately, Merritt positioned SPI Dynamics as a leader in their market, a company to watch in the broader security market, and a prime acquisition target. Hewlett-Packard’s acquisition of SPI Dynamics in August 2007 was widely applauded throughout the industry.
“The integrity and professionalism that the SPI Dynamics Merritt Group team exudes is unprecedented and something I have not seen in my 11 years of agency and corporate PR. The dedication and ultimate commitment to delivering results that have an immediate impact on SPI Dynamics has defined Merritt Group as a leader in their craft and one that my industry peers comment on often when they see the quality of coverage produced.”
Ashley Vandiver, SPI Dynamics
When they win, so do we
Our greatest satisfaction comes from generating results for our clients. But it's also nice when our good work earns awards for ourselves.
Verizon Business (DBIR)
With data breaches being a hot topic in the mainstream media, Verizon Business leveraged unique data from actual fraud investigations to develop a 2008 Data Breach Investigations Report to further position the company and its spokespeople as thought-leaders in the IT security space.
more...
Synchronica
In 2006, UK-based mobile email and synchronization solution company, Synchronica, was looking to expand its awareness from Europe to the U.S. Through a series of aggressive campaigns to consumer, business and technology media , Merritt Group has been able to raise the company's visibility around the globe and even introduced the phrase "Synchronica Scream" into the mainstream.
more...
SPI Dynamics
When SPI Dynamics began its 3 year engagement with Merritt Group, the company had minimal mindshare in the security market as a Web application security vendor. The challenge for Merritt was finding a key differentiator for SPI to set them apart from the competition as an industry leader in their market. Merritt helped SPI "own" the issue of secure software development.
more...
Pointsec Mobile Technologies
At the beginning of Merritt Group's engagement with Pointsec in late 2004, encryption was simply not a topic of interest for the press. Merritt's challenge was not only successfully tie the application of encryption to other relevant topics such as telework in the government to drive initial interest but to aggressively develop relationships with the right set of press and analysts—Pointsec did not have these relationships.
more...
Cyber Security Industry Alliance
The Cyber Security Industry Alliance (CSIA) was formed by the CEOs of several of the largest security companies in the industry to be the voice of cyber security policy in the U.S. and EU. Merritt Group's 4 year engagement with CSIA focused on positioning the organization and its Executive Director, Paul Kurtz, as a leading authority on the cyber security legislative climate in the U.S.
more...
Microsoft
In 2003, Merritt Group was brought on by Microsoft to more broadly establish the global technology leader as a major government IT player, showcasing the company’s deep understanding at the federal, state and local levels. Up to that point, Microsoft’s awareness in the government market had largely been tied to its products. Merritt Group helped Microsoft position itself as more of a solutions company versus a product company, and as a thought leader on government trends and issues.
more...
Booz Allen TLC (Podcast Series)
In early 2007, Booz Allen Hamilton asked Merritt Group to comprehensively study and advance ideas on how to incorporate new media vehicles as part of the firm’s traditional public relations campaign. To raise awareness for the Transformation Life Cycle group, Merritt recommended a podcast series for internal and external audiences, which explored a holistic approach to the constant and complex process of transforming an organization.
more...
Booz Allen Hamilton
Booz Allen Hamilton selected Merritt Group to assist the firm in raising awareness of its technology capabilities among federal IT decision makers. Merritt Group’s award-winning PR campaign has focused on four major objectives which include shaping messaging/positioning; developing strong reporter relationships; positioning executives as industry experts; and coordinating stories to coincide with specific business goals/activities.
more...
Verint Systems
Verint Systems, a market leader in analytic software-based solutions, announced its $1 billion dollar acquisition of competitor Witness Systems in May 2007. The deal created one of the 30 largest software companies in the U.S. Merritt Group developed and executed on two distinct campaigns targeting press and analyst influencers in the Business/Financial and Contact Center categories.
more...
Metastorm
One of Merritt Group's recent PR initiatives with Metastorm, a leading provider of software-based solutions for aligning strategy with execution, involved announcing its acquisition of Proforma Corp., a maker of Enterprise Architecture (EA) and Business Process Analysis (BPA) tools. This acquisition redefined Metastorm's position in the market, creating a new category in the enterprise software market.
more...
Verizon Business
In early 2005, Verizon and MCI announced a merger to create a new multi-billion dollar telecommunications business unit of Verizon Communications called Verizon Business. Merritt Group helped Verizon Business plan and execute a strategic public relations brand campaign designed to showcase the immediate value of the newly created business unit.
more...
