Bhava Communications and KnuEdge – New Product Launch Campaign
Company: Bhava Communications, Emeryville, CA
Company Description: Bhava Communications is a full-service integrated marketing, public relations and brand identity agency. Our team specializes in serving enterprise and consumer information technology companies and consumer goods and services companies at every stage – from pre-launch startups to large public enterprises.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - New Product Launch
Nomination Title: Bhava Communications and KnuEdge – Launching from Stealth
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. TEXT REDACTED FOR PUBLICATION
When former National Aeronautics and Space Administration (NASA) Chief Dan Goldin left the public eye after leading the space agency for 11 years, no one suspected that he was working on a stealth project that would transform computing and voice identification technology. He launched the first Americans into space and would once again break new ground for the world. When he finally emerged as CEO of San-Diego-based, top-secret startup, KnuEdge, with two pioneering products, he had a big story to tell. Dan launched KnuEdge out of stealth to deliver the most advanced voice identification and authentication technology based on neural computing and to pursue a mission to unlock human-machine interaction. Based on a recommendation from a trusted colleague, KnuEdge turned to Bhava Communications to help tell the KnuEdge story and optimize media opportunities.
The launch approach maximized impact by touting three news assets: 1) the re-emergence of Dan Goldin, now a bleeding-edge tech CEO, 2) a powerful new semiconductor chip built from the ground up that would revolutionize the way humans and machines interact and 3) a voice security identification platform to bring voice technology to the masses and enable secure and convenient human/machine interaction.
To successfully announce the company’s entry on the world stage, articulate its sweeping vision and tell a compelling technology story, the Bhava team collaborated with KnuEdge to develop multiple interconnected press releases, create separate pitches and media lists customized for each element of the narrative and methodically reach out to targeted audiences.
The launch was executed on a shorter than normal runway and everyone’s hard work and persistence paid off with results that exceeded client and the agency expectations. KnuEdge shared that the $60,000 they spent on the PR launch with Bhava equated to $500,000 worth of value had they spent that money on a digital campaign – driving 18,000 visitors to KnuEdge websites during launch week. Bhava’s outreach resulted in 107 individual pieces of media coverage and 218.6 million media impressions, including feature stories in The Wall Street Journal, Bloomberg, Business Insider, Forbes, VentureBeat, The Next Platform, SiliconANGLE and The Register. The San Diego Union Tribune published the company launch on the front page of the business section. Social media impressions from launch exceeded 19.5 million. Landing two features in competing Tier One business press outlets required careful negotiating with the reporters at The Wall Street Journal and Business Insider. Each wanted to ensure they had a unique vantage point. The agency’s strong relationship with The Wall Street Journal’s Don Clark made it possible to navigate and land a feature in each outlet. Moreover, Dan, a celebrity himself, was excited to interview with Don Clark.
The launch campaign drove ongoing attention to KnuEdge throughout the weeks and months following, resulting in significant sales leads and new investor interest. KnuEdge told Bhava the launch “totally exceeded expectations we set with the board.”
In bullet-list form, a brief summary (up to 150 words) of up to ten (10) of the chief accomplishments of the chief features and results of this nominated PR program.
-Procured 107 pieces of media coverage
-Secured coverage in top-tier publications such as The Wall Street Journal, Bloomberg, Business Insider, Forbes, VentureBeat, The Next Platform, SiliconANGLE and The Register
-Outcome valued at $500,000 dollars if the client had spent money on a digital campaign instead
-18,000 visitors to KnuEdge’s website during the week of the launch
-New pipeline of sales leads and potential investors
-Exceeded expectations of client’s executive team and board of directors
Wall Street Journal
Former NASA Chief Develops Brain-Like Chips
By Don Clark
This 75-year-old NASA legend has been working in secret for 10 years building a startup that wants to outdo Intel and Google
By Matt Weinberger
Former NASA chief unveils $100 million neural chip maker KnuEdge
Former NASA chief explains why businesses can’t afford to play it safe
By Dan Goldin