Case Studies

High Tech Promotions Client
Situation

Actuate was a $100+ million publicly traded company positioned as a provider of ‘Information Delivery.’ The company was not recognized by industry analysts as a BI player and had a 5% ‘share-of-voice’ ratio in press coverage compared to leading BI vendors.

Results

RCL recommended that the company re-position itself as the leader in Enterprise Reporting, a recognized sub-category within the larger BI market. RCL launched aggressive media, analyst and customer reference programs to communicate this new positioning. Within 18 months, journalists and industry analysts who covered BI were convinced that Actuate was one of the top 3 companies in the market. The company’s ‘share-of-voice’ ratio became higher than Cognos, a company eight times its size. During this time, top-tier business press outlets such as Business Week, New York Times and the Wall Street Journal covered Actuate for the first time in the company’s history. In addition, the trade media considered Actuate executives as experts and began to consistently contact them to comment on BI issues.

Public relations client
Situation

Determina was a startup security company and discovered some serious security vulnerabilities in Microsoft Vista during its regular research. A Russian hacker also discovered one of the flaws and posted details on a public web site, creating a flurry of hackers reportedly selling the vulnerabilities on eBay for tens of thousands of dollars. After reporting the flaw to Microsoft to allow the company to issue a patch, Determina decided it was important to inform the public so that they can take pre-cautionary measures against the hackers.

Results

The Friday before the Christmas holiday, RCL pitched an exclusive story to the New York Times and the article was published as the #1 placement on the Marketplace page on Christmas Day. CNBC ‘The Last Bell’ interviewed Determina the following day and hundreds of stories appeared within a week of the New York Times article. In all of the articles, Determina was positioned as a security expert with bleeding-edge technology.

San Francisco client
Situation

MetaLINCS was an e-Discovery software startup and needed a high-impact awareness campaign following its initial launch. At the time, the company did not have referenceable customers or additional company news.

Results

RCL leveraged the fact that MetaLINCS owned the Enron corporate email database and created a PR campaign that allowed anyone to analyze real Enron emails using the MetaLINCS software that was available on the company web site. The campaign was timed to leverage the public interest surrounding the Enron executive trials that would begin in a few weeks. The one-month campaign resulted in dozens of articles including the Associated Press, Business Week, Forbes, Fortune and Wall Street Journal – all positioning MetaLINCS as a key provider of e-Discovery software.

Bay Area client
Situation

The President of Ireland was visiting the U.S. for the first time in 20 years as part of an international Trade Mission. A key goal of the mission was to demonstrate Ireland’s technical innovation in the Aerospace and Telecommunications sectors. Fifteen small, privately-held Irish companies were participating. RCL had 5 weeks to prepare and execute a flawless communications program that would significantly heighten Ireland’s reputation in the technology industry.

Results

RCL orchestrated 11 public announcements and 22 press and analysts briefings during the 3-day Trade Mission. President Mary McAleese’s speech was covered by the local Seattle, Washington newspapers and television stations. RCL created a mobile blog showcasing innovative technology from one of the participating companies, which included comments from Irish government officials and photos from the event. Over the following weeks, dozens of articles appeared in technology trades about the Irish companies and how Ireland was becoming a hotbed for technology innovation.