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A. Branding and
Product Linking – Oracle
Our client’s goal: In the Winter of 2004, the Oracle Corporation asked
Market*Access to deliver Oracle, internally generated, white papers to state
and local grants writers. Their goal was to link the Oracle brand to solutions
being proposed by state and local grants writers.
Market*Access proposed solution: We advised Oracle that state and local
public safety, public health, police, fire and emergency medical did not
“want” to read an Oracle white paper. Instead, we recommended that we research
and create a Special Report by Homeland Defense Journal magazine. The topic
would be a topic of high interest to grants writers – how to find and write
better grants proposals. We researched and created the first Grants Handbook
that included lists of grants available to state and local governments, hints,
tips, and grants proposal writing best practices. We included in the report an
interview with an Oracle executive, a case study where the Chicago police
department had successfully used grants to purchase an Oracle DB and create an
outstanding IT information database, and Oracle ad. The report was printed and
delivered to Oracle for internal use at its annual Oracle World user
conference. We also created a PDF file of the report, posted at our web site,
created a registration form and, using our magazine, web site and extensive
database of grants writers (we teach Grants Writing through a series of
courses presented in major cities of the US) we drove traffic to download.
Results: We returned to Oracle over 5,600 download registrations of
their Grants Handbook. Average “forwards” of the grants handbook were 2.1 each
registration (based on our survey of downloads). Given that there are less
than 3,500 counties and major cities in the U.S., we and our client were
confident that we achieved our goal of full distribution to the grants
community.
Supporting Documentation Available: Copy of the PDF Special Report and
list of download registrations.
B. Nation-Wide Message Delivery and Call to Action – Becton, Dickinson &
Company (BD)
Our client’s goal: The Becton, Dickinson Company manufactures over half
of the world’s supply of medical syringes and related medical products. These
products (and those of their competitors) are manufactured in Asia and Eastern
Europe. BD was concerned over the following realities:
1. In the event of a pandemic, borders will close to medical supplies leaving
the first affected countries – Asia and Eastern Europe.
2. The U.S. medical supply system is “just in time”. Sufficient supplies are
not available to treat or inoculate U.S. citizens
3. U.S. medical stockpile does not include syringes and related items.
4. Canada, Germany, UK, Australia (and many other countries) have purchased
stockpiles of needles. The U.S. has no plans to purchase
5. BD cannot raise the red flag as it will be accused of seeking to advance
its revenue and profit interests.
BD’s goal was to inform federal, state, county and city public health and
offices of emergency management of this situation and the need to identify
sources and supplies in the event of a pandemic. Secondary goals were brand
awareness, and the identification of state pandemic planners.
Market*Access proposed solution: Our goal was to affirm BD’s perception
of just in time, and the lack of emergency supplies in the U.S. Sources for
this affirmation should come from CDC, Department of Health and Human Services
and state pandemic planning managers. The Homeland Defense Journal embarked in
a series of interviews with national leaders, feature articles in our
magazine, creation of three Special Reports, Survey Results and a 56 page
Planning Guide for Pandemic Readiness. All were delivered in PDF format. The
client also ordered 10,000 printed copies of the final handbook. Download
registrations were provided to BD as leads for their distributors to follow
up. BD was also featured at two pandemic readiness conferences produced by
Market*Access and Homeland Defense Journal.
Results: We returned to BD over 5,000 leads. At the request of BD, we
followed up on an RFP received by BD from a county designed to stockpile
syringes. We interviewed the county executive who told us the source for this
initiative was our reporting. 10,000 copies of the Pandemic Handbook were
printed and sent to BD. Brand was enhanced through regular advertising in our
magazine and reporting. Pandemic planners at each state were identified and
interview notes provided to BD.
Supporting Documentation Available: Copy of the three Special Reports,
download registrations and notes from our interview with the county conducting
a procurement to support local stockpile.
C. Input to Business Planning – Deliver Product Information – Raytheon
Our client’s goal: Raytheon was seeking insight and details of
container security market at U.S. ports to support its business and product
planning. A secondary goal is to advance brand and product awareness at ports
– specifically with the security teams at U.S. ports.
Market*Access proposed solution: We conducted a survey of the 14
largest U.S. ports (accounting for over 90% of container traffic) with the
senior security official at each port. We returned to Raytheon a report on
findings, contacts and ports security requirements. The survey report will be
distilled into a Special Report and feature article. The Special Report along
with Raytheon interviews, case study and product information will be hosted at
our web site, and traffic driven to download. Personal letters with a copy of
the public report (and Raytheon’s product information, interview and case
study included) will be sent to the security officers at all ports. Additional
distribution will be made by the American Association of Ports Authority.
Results: All goals achieved. Client ordered additional copies of the
report due to demand at corporate offices.
Supporting Documentation Available: Copy of report delivered to
Raytheon.
D. Branding Campaign to support major Corporate Acquisition – EMC
Our client’s goal: EMC acquired RSA to enhance and extend it security
services to clients using EMC storage devices. The acquisition was viewed as
strategic for the corporation. The goal of this series of engagements was to
inform government executives of the acquisition and the new value proposition
offered by EMC.
Market*Access proposed solution: In conjunction with EMC, we created
and featured articles on the subject of security trends and directions. A
series of six articles ran in our magazines. Interviews were held with EMC
executives to amply their leadership in this sector and the EMC solution
presented as a technology leader. Additionally, Market*Access and Homeland
Defense Journal produced and held a major conference on the subject of insider
threat security and showcased the newly acquired company (RSA) and their
technology executives. Over 225 government and integrator executives attended.
Results: All goals achieved. Attendee list at the conference provided
to EMC as leads.
Supporting Documentation Available: Copy of articles, attendee list
from conference, conference evaluations. |
