Client Results: Cyber Security Industry Alliance
Security Practice case study
Overview
The Cyber Security Industry Alliance (CSIA) was formed by the CEOs of several of the largest security companies in the industry—Symantec, EMC-RSA, Check Point Software Technologies, McAfee, Qualys, PGP Corporation, and others—to be the voice of cyber security policy in the US and EU.
Challenge
CSIA needed authoritative positioning in the marketplace, right from the start of Merritt Group’s four year engagement with CSIA, which officially began at the RSA Show in February 2004 with the organization’s launch.
Strategy and campaign
Merritt Group quickly positioned the organization and its Executive Director, Paul Kurtz, as a leading authority on the cyber security legislative climate in the US. Merritt leveraged Mr. Kurtz’s White House background, as well as research CSIA conducted on HIPAA, Sarbanes-Oxley, FISMA, spyware, and data security legislation.
Over the course of the engagement, Merritt Group helped CSIA develop strong relationships with the business/policy/technology press, including Associated Press, BusinessWeek, CNET, Congressional Quarterly, IDG News, National Journal, The New York Times, San Jose Mercury News, The Wall Street Journal, UPI, USA Today, and others.
Each year, CSIA releases its annual cyber security report card and priorities, evaluating how the government performed in certain areas of cyber security during the prior year and outlining new areas of focus for the upcoming year. This annual report card is one of CSIA’s largest news drivers, so Merritt planned the release of the news in tandem with press events held in D.C.
These events were attended by reporters from all the top tier trade publications and business press, including CNN, The Wall Street Journal, and The Washington Post. The first year of the event, Merritt secured the front page of The Wall Street Journal and over 50 pieces of coverage.
Results
Because of Merritt’s work with CSIA over the years and the organization’s position as a vendor neutral expert on all things related to cyber security, press were always eager to speak with the organization’s leadership. Merritt often managed from 5 to 10 inbound press requests per week.
Merritt’s ultimate success with CSIA was positioning the organization as a go to thought leader, not only in the security market but also among key public policy circles and business audiences.
When they win, so do we
Our greatest satisfaction comes from generating results for our clients. But it's also nice when our good work earns awards for ourselves.
Verizon Business (DBIR)
With data breaches being a hot topic in the mainstream media, Verizon Business leveraged unique data from actual fraud investigations to develop a 2008 Data Breach Investigations Report to further position the company and its spokespeople as thought-leaders in the IT security space.
more...
Synchronica
In 2006, UK-based mobile email and synchronization solution company, Synchronica, was looking to expand its awareness from Europe to the U.S. Through a series of aggressive campaigns to consumer, business and technology media , Merritt Group has been able to raise the company's visibility around the globe and even introduced the phrase "Synchronica Scream" into the mainstream.
more...
SPI Dynamics
When SPI Dynamics began its 3 year engagement with Merritt Group, the company had minimal mindshare in the security market as a Web application security vendor. The challenge for Merritt was finding a key differentiator for SPI to set them apart from the competition as an industry leader in their market. Merritt helped SPI "own" the issue of secure software development.
more...
Pointsec Mobile Technologies
At the beginning of Merritt Group's engagement with Pointsec in late 2004, encryption was simply not a topic of interest for the press. Merritt's challenge was not only successfully tie the application of encryption to other relevant topics such as telework in the government to drive initial interest but to aggressively develop relationships with the right set of press and analysts—Pointsec did not have these relationships.
more...
Cyber Security Industry Alliance
The Cyber Security Industry Alliance (CSIA) was formed by the CEOs of several of the largest security companies in the industry to be the voice of cyber security policy in the U.S. and EU. Merritt Group's 4 year engagement with CSIA focused on positioning the organization and its Executive Director, Paul Kurtz, as a leading authority on the cyber security legislative climate in the U.S.
more...
Microsoft
In 2003, Merritt Group was brought on by Microsoft to more broadly establish the global technology leader as a major government IT player, showcasing the company’s deep understanding at the federal, state and local levels. Up to that point, Microsoft’s awareness in the government market had largely been tied to its products. Merritt Group helped Microsoft position itself as more of a solutions company versus a product company, and as a thought leader on government trends and issues.
more...
Booz Allen TLC (Podcast Series)
In early 2007, Booz Allen Hamilton asked Merritt Group to comprehensively study and advance ideas on how to incorporate new media vehicles as part of the firm’s traditional public relations campaign. To raise awareness for the Transformation Life Cycle group, Merritt recommended a podcast series for internal and external audiences, which explored a holistic approach to the constant and complex process of transforming an organization.
more...
Booz Allen Hamilton
Booz Allen Hamilton selected Merritt Group to assist the firm in raising awareness of its technology capabilities among federal IT decision makers. Merritt Group’s award-winning PR campaign has focused on four major objectives which include shaping messaging/positioning; developing strong reporter relationships; positioning executives as industry experts; and coordinating stories to coincide with specific business goals/activities.
more...
Verint Systems
Verint Systems, a market leader in analytic software-based solutions, announced its $1 billion dollar acquisition of competitor Witness Systems in May 2007. The deal created one of the 30 largest software companies in the U.S. Merritt Group developed and executed on two distinct campaigns targeting press and analyst influencers in the Business/Financial and Contact Center categories.
more...
Metastorm
One of Merritt Group's recent PR initiatives with Metastorm, a leading provider of software-based solutions for aligning strategy with execution, involved announcing its acquisition of Proforma Corp., a maker of Enterprise Architecture (EA) and Business Process Analysis (BPA) tools. This acquisition redefined Metastorm's position in the market, creating a new category in the enterprise software market.
more...
Verizon Business
In early 2005, Verizon and MCI announced a merger to create a new multi-billion dollar telecommunications business unit of Verizon Communications called Verizon Business. Merritt Group helped Verizon Business plan and execute a strategic public relations brand campaign designed to showcase the immediate value of the newly created business unit.
more...
