Establishing a Federal IT Thought Leader
With more than $1 billion in annual revenue, Riverbed is the leader in Application Performance Infrastructure. The company came to Merritt Group with substantial awareness in the commercial market but relatively little visibility among decision-makers in one of its most important verticals – government.
To rectify this discrepancy, Merritt Group created an integrated public relations campaign centered around a survey of federal and DoD IT leaders on the current state of network visibility in government. Using the results to build a narrative around the “federal network visibility gap” and its impact on application performance, Merritt Group created strategic assets to communicate those findings to the market, including an infographic, white paper and aggressive media relations and social media amplification.
Before releasing the survey findings, Merritt Group scheduled pre-briefings with select federal IT reporters for a sneak preview of the results. By the time the press release hit the wire, Riverbed already had secured feature stories in strategic outlets including NextGov, Federal Computer Week, Homeland Security Today, FedTech and Signal. Not only did the media coverage provide the federal brand awareness that Riverbed was seeking, but the articles also pointed readers back to a gated white paper so the company could follow up with interested potential customers.