Challenge

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Blue Coat is highly regarded as a market leader in the application delivery market for more than a decade. The company established strong analyst rankings, seasoned portfolio of customers and steady product news coverage. Despite its success, the company faced fierce competition and needed broader editorial coverage in business, vertical and security publications.

Custom Program

The Loughlin/Michaels Group (LMGPR) created a thought leadership campaign to leverage Blue Coat’s carte blanche customer and analyst set, financial and market leadership. The agency targeted a mix of traditional print, blogs in the IT, security and vertical markets. Additionally, the team aggressively secured the company’s first TV broadcast surrounding the company’s earnings announcement.

Results

In less than six months the agency secured more than five dozen articles focusing on the company’s vision and business value proposition and product suite. Business press coverage with broadcast venues Fox TV, CBS MarketWatch, Bloomberg TV and CNBC was secured and established the company’s CEO as a industry voice within the business community. The company’s head of marketing was also placed to speak at a Red Herring Conference and named A Women of Influence by the Silicon Valley Business Journal. Additionally, LMGPR placed bylines with publications including Government Security News, Mobile Enterprise Magazine and Communications News, as well as a customer profile in Government Computer News.

Business Impact

Blue Coat’s broadcast TV coverage has positioned the company well for further dialogue with the business press. The company has increased its breadth of editorial following and blog watchers. Editorial placements in security, IT and trade have been strong sales and marketing tools as the company continues to build traction.