Client Results: Synchronica
Communications Practice case study
Overview
UK-based mobile email and synchronization solution company, Synchronica Plc, began their relationship with the Merritt Group looking to publicize their innovated solutions beyond their home turf, to the United States. Through a series of aggressive media campaigns, Merritt Group has been able to raise the company's visibility around the globe and even introduced the phrase "Synchronica Scream" into the mainstream.
Challenge
Synchronica was looking to expand media coverage from Europe into the United States - a major strategic growth market for the company. Relatively unknown to U.S. reporters and analysts, Merritt Group has the opportunity to forge new relationships and establish a presence in a competitive market.
Strategy and campaign
To begin the engagement in 2006, Merritt Group developed a strategic public relations campaign around Synchronica's flagship mobile device management product called Mobile Manager. Although the product has the ability to wipe and lock data from a phone if it is stolen, Merritt Group was able to capitalize on one of it's most unique features - a hair-raising scream - to raise awareness for the growing problem of cell phone theft and the costly consequences of losing sensitive corporate and personal data.
Results
Through aggressive print, radio and broadcast outreach, Merritt Group was able to raise the technology story out of the weeds to secure high-profile coverage in outlets such as CNET, Wired, NPR Radio, Fox 5, CBS 4, NBC 10 and others.
Since the launch of the relationship, Merritt has helped Synchronica maintain momentum in the marketplace by sustaining significant buzz around the company. In July of 2007, Merritt launched Synchronica's Mobile Gateway 3.0, the only solution at the time able to the Apple iPhone to corporate email servers. By quickly addressing enterprise market needs and the iPhone craze, Merritt Group was able to promote Mobile Gateway while touting the advantages of using open industry standards-based technology. Coverage resulting from the campaign included stories in eWEEK, Computerworld, Network World and more. Feedback on the product was so tremendous that Synchronica developed a consumer trial of Mobile Gateway that continues to be downloaded today.