Case Study: Compellent

Industry: Storage

Project: Product launch and branding initiative

Results

Briefed 15 key reporters and another five industry bloggers, reaching 95 percent of Compellent's key trade publications
Successfully secured more than 44 articles that delivered clear message pull-through
Achieved 32,918 impressions through social media efforts on Twitter

Situation

In January 2010, Compellent Technologies launched the latest version of its flagship product, Storage Center 5, and sought high-impact coverage in top-tier outlets. Matter was tasked with positioning SC5's automated tiering capabilities against those recently announced by EMC, the largest player in the data storage space, as well as incorporating the new branding concept of "Fluid Data" into materials, and ultimately, media results.

Solutions

Crafted press releases, briefing materials, presentations and blog posts
Conducted outreach to secure business-driving coverage with trade & channel press
Coordinated industry blogger briefing that coincided with the launch date, maximizing coverage and mindshare by providing product information first-hand to the influential data storage blogging community