Company: Tanis Communications, Inc., San Jose, CA
Company Description: At Tanis Communications, we are passionate about building a powerful and positive image for our clients - by creating and implementing thoughtful communications strategies that leverage a broad set of tools. PR, marketing communications, employee communications, social media, events and brand management are integrated into a comprehensive communications program.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Business-to-Business

Nomination Title: Terracotta Campaign

Tell the story about this nominated campaign since January 1 2012 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

In a 100-day window, Terracotta, Inc., the leading provider of game-changing data management solutions for enterprise Big Data, was simultaneously planning its annual sales kick-off meeting, a major revision and launch of its market-leading in-memory solution BigMemory, and the introduction of a market-extending new analytics offering In-Genius.  Terracotta was faced with a massive marketing effort in a very compressed timeframe, so Tanis  was able to provide a seamless, rapid and broad extension to Terracotta’s internal team to prepare for and successfully execute strategies, messaging, collateral development and PR in support of the three major events, and ramping up the ongoing PR program.

Tanis worked side-by-side with the internal marketing team to establish differentiated messaging and a comprehensive brand framework. Tanis updated the creative identity and look and feel of all creative elements, collaborating with the internal team to produce nearly 50 different pieces of collateral to align with the brand framework and establish a unique brand voice. Tanis's deep technology marketing expertise supplemented the internal team with writing support to produce a range of new collateral pieces describing the company’s new offerings. Tanis established a new approach to the PR program, with a comprehensive playbook including awards, editorial calendars, speaking opportunities, media lists and outlets, as well as an overriding PR strategy for both the on-going program and the upcoming launches to up-level the company’s message and broaden its PR exposure.  Tanis pitched Terracotta news and its story to nearly 200 reporters in relevant media, managed the briefing process, training, tailored pitches, Q&A and narrative development, and media follow up. As a result, Terracotta achieved a significant increase in press coverage in the first two weeks of March – more than any month in the prior 12 months.

Objectives:

• Increase press coverage and secure feature coverage for launched products
• Elevate corporate messaging to appeal to CXO-level executives
• Set the context for the launches, highlight the transformative benefits of the new products
• Establish a unique, distinctive brand voice that consistently communicates company's personality & differentiation

Strategies:

• Articulate brand strategy, create a messaging framework that forms the foundation of ongoing marketing efforts
• Align content, creative and launch around newly updated brand and messaging strategy
• Leverage parent company’s participation at major international trade show (CeBIT) to raise global visibility
• Leverage product announcements to re-engage in a broad dialog with industry influencers, analysts and press

Measurement Measures:

• Quantitative Measures:

o  Articles: More than 400 articles, mentions and release pick-ups - nearly 80% increase in coverage over any month - past 12 months
o  Briefings: 19 +
o  Collateral pieces produced: 50+

• Qualitative Measures:

o  Dialog with reporters on Terracotta's behalf:
o  Now engaged in substantial follow up discussions with a broad range of media - business and mainstream reporters for follow up articles
o  Communication of key messages
o  Consistency of message, look & feel throughout all collateral materials
o  Positive feedback from reporters and analysts

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Provide a brief (up to 125 words) biography about the leader(s) of the team that carried out this campaign:

Nikki Tanis has 20+ years’ experience creating and implementing strategic communications and marketing programs. She founded Tanis in 1997 with a forward-thinking vision -- to provide turnkey integrated communications services to companies in a flexible and scalable delivery model. During her career, she has held executive positions at Silicon Valley innovative companies including Spansion, as corporate vice president, corporate marketing & communications,  S3, Inc. and NEC. Nikki holds a bachelor’s degree in journalism from SDSU.

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