Here are three snapshots of our success in this market:
Developed for enterprise network security, the DeepNines product was different than other IT security devices. It sat in front of the router versus behind it, adding an extra layer of protection. It was a complex technology that often led the client down a long road of complicated explanations. M/C/C overhauled the startup's messaging to appeal to a broad-based business audience and trained company spokespeople to deliver that message for the biggest impact. The result? Greater interest, more media coverage and additional credibility for the company and its products.
As the only commercial products from a defense company, the thermal imaging security products from Raytheon (and L-3 Communications after an acquisition) faced the significant challenge of defining themselves in spite of the market's preconceptions. Informed by research, M/C/C developed a comprehensive communication campaign that included public relations, advertising, direct mail and the Web to build awareness of the company and its sub-brands. Two years after the campaign's implementation, the brand enjoyed the highest level of recognition in the commercial thermal imaging market, and its advertising was ranked highest in industry trade publications by readers.
RuleSpace made its name with a technology that helped ISPs provide controls to parents so they could make sure their kids were surfing only pages they deemed appropriate. But the mobile Internet was a bold new frontier with no parental controls and little awareness that such high-tech, feature-rich phones had no parental controls. While RuleSpace was in limited discussion with mobile carriers, they were slow to take action on the matter. One carrier just seemed content to ignore the problem. M/C/C and RuleSpace launched a program to raise public awareness of the problem and turn up the heat on mobile carriers.
Capitalizing on a general story about pornography on the Internet and the government's interest in protecting children, M/C/C captured the interest of the Wall Street Journal and pitched the RuleSpace story. A feature story highlighting the problem and the RuleSpace solutions followed. M/C/C also secured a feature segment on CNBC, where RuleSpace President and CEO Alistair Allan laid out the problem and solution in compelling fashion. The story caught the ear and eyes of the CEO of the one carrier that had seemed to ignore the problem. Immediately, the CEO made parental controls a priority, and RuleSpace got a call the morning after the broadcast. That carrier was the first to roll out the RuleSpace product in the wireless space.