Avante - MWC Media Relations Project
Company: Avante, Atlanta, GA
Company Description: Avante, a Calysto company, specializing in targeted and cost effective content services, social media and public relations for the mobile, wireless and telecom industries.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Low Budget (Under $10,000)
Nomination Title: MWC Media Relations Project with a Limited Budget
Tell the story about this nominated campaign since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Challenge, yes sign me up! A fledgling company approached us with a media relations project for a trade show. The company was founded in 2014, had no strategic messaging established, was virtually unknown, and was competing in a crowded enterprise market against hundreds of other companies, including some marquee names from Seattle.
To begin building awareness, they wanted to attempt establishing relationships with trade media and industry analysts at the world's largest event for the mobile industry -- Mobile World Congress in Barcelona -- where 2,300 exhibitors and sponsors fiercely compete to catch the attention of more than 3,500 media and analysts.
We quickly discovered that there were some additions to the original project scope. The company required a basic corporate and product message, show messages, and several customer press releases developed and finalized. While 12 weeks before a tradeshow is a typical timeframe, keep in mind that our client (a virtually unknown company) came to us only three short weeks before the biggest wireless show of the year to obtain appointments with media and analysts, most of whom have already had their calendars booked two weeks ago.
The project goal was to schedule meetings at the show, within a targeted budget of $6,000. Avante agreed to secure eight meetings with trade media and analysts, develop press releases, including a high level messaging approach, and pitch press releases.
Avante leveraged traditional and new media, along with on-going relationships with key influencers, to go above the established goals, yet stay within the limited budget. Here are just some of the activities we performed:
-Identified trade press and analysts and developed pitch grid.
-Pitched and scheduled meetings with editors and analysts who weren’t attending the show.
-Scheduled pre-show calls.
-Developed briefing memos for the pre-show calls.
-Conducted pre-show calls.
-Provided counseling/feedback for messaging and presentation for meetings.
-Pitched and conducted aggressive and repetitive media outreach to secure face-to-face interviews for Mobile World Congress.
-Coordinated/maintained briefing schedules; kept executives apprised of ongoing updates.
-Developed Executive Briefing Book outlining overview of publication, biographies and backgrounds of media and analysts.
-Conducted call to discuss show logistics.
-Developed and finalized press release for the show news media.
-Pitched news the day of the announcement.
-Conducted show follow ups.
Conducted post-show calls.
The company had 10 meetings with Tier A influencers such as Wireless 20/20, VDC, James Brehm & Associates, Rethink, IoT Evolution, IHS, Current Analysis, Gartner, Ovum, and Mobile Ecosystem. Media hits included ZDNet, Network World, Dailycloud, Talkin’ Cloud, InfoQ, IoT Business News, Programmable Web, Telecom Signaling, and Let’s Talk Payments.
The result of what was initially a project relationship is now a monthly client that Avante is helping to grow in new markets around the world.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).
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