Client Results: SPI Dynamics
Overview
When SPI Dynamics began its nearly three-year engagement with Merritt Group, the company had minimal mindshare in the security market as a Web application security vendor. A few other competitors/peers had about the same following: Watchfire, Cenzic, and Fortify Software.
Challenge
The PR team needed to find a key differentiator to set SPI apart from the competition and position them as an industry leader. With their comprehensive Web application security offerings, SPI could easily “own” the issue of secure software development—a conversation that C-level decision makers could easily relate to and understand. But how could SPI seize the advantage?
Strategy and campaign
Right from the outset, the Merritt team aggressively positioned SPI as a leader in secure coding and application security. The team leveraged SPI’s presence at a number of industry tradeshows—Black Hat, RSA, InfoSecurity, and Mercury World—to begin forging strong relationships with key media such as CNET, InfoWorld, SD Times, Information Security, InformationWeek, and many more.
In addition, the team frequently met with the research arm of the organization, SPI Labs, to discuss any breaking vulnerability news that might be of interest to reporters. Direct access to the Labs group significantly contributed to Merritt’s success in raising visibility for SPI as experts in application security and a variety of other areas, namely Ajax, SOA, and Web 2.0 security.
To penetrate the business press, Merritt used the message of secure software development in tandem with the Labs research to land key meetings with The New York Times, The Wall Street Journal, USA Today, The Washington Post, and Forbes.com, to name a few. An aggressive approach to baseline PR programs such as editorial calendar pitching, rapid response pitching, and thought-leadership placements also elevated SPI’s visibility as a market leader and positioned the executives as go to sources of information.
Results
The results of Merritt’s execution were measured on a quarterly basis by a separate research team. SPI consistently beat out its competition not only in “share of voice” coverage numbers but also in the prominence of coverage (features vs. mentions).
At Black Hat 2006, the team secured over 200 pieces of coverage on the company’s show news, book releases, and speaking sessions. A similar media blitz occurred at the 2007 show.
Ultimately, Merritt positioned SPI Dynamics as a leader in their market, a company to watch in the broader security market, and a prime acquisition target. Hewlett-Packard’s acquisition of SPI Dynamics in August 2007 was widely applauded throughout the industry.
“The integrity and professionalism that the SPI Dynamics Merritt Group team exudes is unprecedented and something I have not seen in my 11 years of agency and corporate PR. The dedication and ultimate commitment to delivering results that have an immediate impact on SPI Dynamics has defined Merritt Group as a leader in their craft and one that my industry peers comment on often when they see the quality of coverage produced.”
Ashley Vandiver, SPI Dynamics