Client Results: Pointsec Mobile Technologies
Security Practice case study
Overview
Pointsec Mobile Technologies was a player in the mobile device encryption market, but not necessarily perceived as a leader. The firm engaged Merritt Group to enhance its image and impact.
Challenge
At the beginning of Merritt’s two-and-a-half-year engagement with Pointsec, encryption was simply not a topic of interest for the press. Most journalists knew of encryption as an older technology that was important in the security landscape, but they had no sense of urgency in producing any coverage.
Strategy and campaign
In the early stages of the relationship, Merritt was able to tie the application of encryption and data security to other relevant topics such as telework in the government to drive initial interest and coverage. As well as helping to up-level Pointsec’s story, Merritt also aggressively worked to develop key relationships for Pointsec with the right set of press and analysts—relationships which Pointsec had lacked.
All changed quickly with the February 2005 Choice Point breach, when the data of 163,000 consumers nationwide was placed at risk. This, along with breaches that followed with leading universities, government agencies such as the Department of Veterans Affairs, and Fortune 500 companies including DSW, Office Max, Ameritrade, and many more, enabled Merritt to highlight the value of encryption for protecting personal, sensitive data and helping organizations avoid a “CNN moment.”
Merritt rode the wave of data breaches to cultivate key relationships with trade and business press reporters, including The Wall Street Journal, USA Today, and The New York Times, in order to secure high profile, high impact coverage for Pointsec. In addition, Pointsec commissioned its annual taxi cab survey, a huge driver of coverage among the trades, local, and business press.
Results
Every six months, Merritt’s research team measured Pointsec’s share of voice and overall prominence of coverage in the market. The company consistently beat out its top competition (PGP, SafeBoot, Credant, and Utimaco) in terms of feature placements and total coverage volume.
Merritt’s PR work also significantly increased sales leads in the US and led the company to hockey stick growth, quarter after quarter.
Ultimately, Merritt positioned Pointsec as a leader in the mobile device encryption market, a company to watch in the broader security market, and a prime acquisition target. Check Point Software Technologies acquired Pointsec for $625 million in January 2007.
“I view the Pointsec PR team as a key component to our growth and success over the past two years. I know we could not have achieved those fantastic results without the help of the Merritt team.”
Bob Egner, Pointsec Mobile Technologies
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.
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