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Calysto Communications - Calysto and Inmarsat Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Calysto Communications, Atlanta, GA
Company Description: Calysto is a global marketing communications agency that specializes in raising awareness and driving value for companies in the mobile, wireless, telecom, IT and IoT markets. Founded in 1999, Calysto has focused solely on these industries, providing experienced, senior-level experts to lead our clients' communications efforts.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Business-to-Business

Nomination Title: Calysto and Inmarsat Doubled Goal in Vertical Media Placements with "No News"

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.

Situation Analysis:

The Internet of Things (IoT) is one of the most hyped technology sectors in recent memory. The promise to connect billions of “things” over the internet holds tremendous promise for companies across all industries and in every corner of the world. Inmarsat, a global satellite connectivity provider, for years has been delivering connectivity to businesses around the world but was not known as an “IoT” player. Its services were mostly focused on providing connectivity to remote places—ships in the middle of the ocean, pumps on remote oil rigs, and other places where terrestrial networks would not reach. In other words, Inmarsat and its satellite systems were considered for connectivity only when no other options were available. As other technologies emerged that could also make claims to connect remote places to the IoT, Inmarsat needed to change market perception that it was the last option to one where it was the best option for ubiquitous IoT connectivity—anywhere in the world. Calysto’s campaign focused on Inmarsat’s three key differentiators in the IoT: global, ultra-reliable and a strong partner ecosystem.

Calysto Communications and Inmarsat executed a targeted, vertical business-to-business media relations campaign throughout Q1 and Q2 2016. The team was challenged with “no news” and no customer stories, and thus turned to Inmarsat subject matter experts to generate a contributed article campaign to become top-of-mind for influencers and potential customers.

Research:
Calysto conducted a series of analyst briefings in early 2016 to gather the business and technology triggers that could pique the interest of customers. Calysto also conducted secondary research to shape vertical market messaging. In each vertical industry, the team pinpointed pain points that resonated with the target audience.

Planning:

The annual influencer communications plan and subsequent monthly, targeted plans were based on these research findings and the experience of the Calysto’s expert team.

The Message:

For businesses with operations around the world, Inmarsat alone can connect their IoT assets without additional roaming charges found with terrestrial connectivity options.
For companies that need always-on, ubiquitous connectivity, Inmarsat’s L-band satellite connectivity is the best option.

Public Relations Objectives:

-Increase awareness of Inmarsat’s IoT offerings among target audiences around the world.
-Increase awareness of Inmarsat’s IoT offerings in vertical markets (Oil &Gas, Fleet, Heavy Machinery, Utilities).
-Position a key IoT executive as a subject matter expert.

Communications Strategies:

-Develop content to showcase Inmarsat’s value across vertical markets.
-Demonstrate quantifiable benefits and key differentiators that Inmarsat provides to its customers.

Target Audience:

-The influential publications targeted have very focused audiences including energy, oil & gas, utilities, and Internet of Things.

Execution

Analyst immersion: As a part of the research phase into the vertical markets and to create a base of knowledge about Inmarsat, analysts were targeted first to inform, educate and be third-party influencers when called upon by the press.

To gauge Inmarsat’s vertical market campaign success is the resulting coverage of Inmarsat’s IoT messages in vertical B2B trade publications. To drive this coverage, Calysto organized a trends and issues bank of abstracts working closely with Inmarsat’s subject matter expert.

Results

The success of the program was measured by key message pull through and success in reaching hundreds of thousands of future customers with targeted vertical media placements.

Coverage results exceeded expectations, more than doubling campaign goals, and 100 percent of the articles had positive message pull through.

15+ secured contributed articles in the absence of news releases and customer case studies.

Publications included: Remote Site & Equipment Magazine, Energy Global, Oil & Gas Technology (twice), Powergrid International, Electric Energy Online, Electricity Today, Utilities Banking, Digital Energy Journal, Intelligent Utility, Remote Magazine, Electric Light & Power Magazine, OffComm News, Transportation and Logistics International, Oil & Gas Monitor and Connect-World Magazine.

Inmarsat’s Chuck Moseley is now firmly positioned as a subject matter expert in IoT.

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).

-Inmarsat challenged the perception that satellite was just for remote access and provided information to the industry that satellite was oftentimes the best, most reliable IoT connectivity option.
-Calysto and Inmarsat executed a targeted, vertical business-to-business media relations campaign throughout the first 6 months of 2016 (with some coverage appearing later).
-The team was challenged with no news and no specific customer examples, and thus turned to the Inmarsat subject matter experts to generate a contributed article campaign to stay top-of-mind with influencers and potential customers.
-The success of the program was measured by key message pull through and success reaching hundreds of thousands of future customers with targeted vertical media placements.
-Coverage results exceeded expectations, more than doubling goals established for this campaign, and 100 percent of the articles had positive message pull through.
-15+ secured contributed articles in the absence of news releases and customer case studies.