eSoft
"eSoft has been delighted with the work that Bratton PR has done from press releases to case study pieces - professionalism and work quality has been high. Sally has a way with people and has developed good relationships with journalists and editors, which leads to a frequent stream of interviews, product reviews, and contributed article placements."Patrick Walsh, Director of Product Management & Marketing, eSoft Inc.
Background
eSoft, Inc. is a leading network security company that provides comprehensive protection against dynamic, Internet-based email and web threats, including Web 2.0 threats, phishing attacks, and malicious or infected websites. eSoft's solutions protect millions of users in over 80 countries.
The PR challenge was to introduce eSoft to UK media & differentiate the company in a busy network security marketplace.
Objectives
- Introduce eSoft to UK media, analysts & key target audiences.
- Position eSoft as an expert on Internet-based threats to core IT & network security media, as well as selected vertical publications.
- Profile eSoft as the leading provider of easy-to-use and affordable network security solutions, which are ideally suited to SMBs.
- Secure product reviews with key publications, to exemplify the business benefits, ease-of-use & exceptional performance of eSoft's products.
Strategy
Leveraging eSoft's excellent customer relationships, informed opinion & portfolio of network security solutions & turning them into bespoke stories for individual publications/analysts. Journalists were provided with specially created articles, top tips, phone interviews and case studies - i.e. tailored comment - as well as review products, as appropriate to their individual requirements.
Results
- Over 100 articles & postings in target publications during 2008 including a regular listing for eSoft's ThreatWall 450 in PC Pro's prestigious "A-List"; product reviews (achieving 5 out of 5 stars) in SC Magazine, PC Pro and IT Pro; opinion articles & comments published in Infosecurity, ITNOW (magazine of the British Computer Society), Computing, Financial Director, IT Week & CRN; news articles in Techworld, SC Magazine, Global Security Mag, Network Computing, Silicon.com & CIO India; and case study articles in publications including Computing Security.
- Majority of articles in key trade media, although vertical market sectors also featured within coverage, e.g. Accountancy and Accountancy Age.
- Media coverage ad rate equivalent of £50,427 yielded by £9,600 PR fee over a six month period (Sept 2008 - Feb 2009).