CASE

Ciena: From Telecoms to Enterprise

Campaign goals

  • Raise Ciena’s profile through quality coverage in the business, IT trade and vertical press.
  • Maintain a steady flow of PR activities and press articles in the core telecoms press.
  • Align local PR with corporate campaigns and leverage centrally developed materials as much as possible.
  • Create local story angles that appeal to the enterprise target audience.

Tactics

  • We came up with local headlines for a European survey campaign to increase the relevancy for Dutch reporters from general IT trade publications, vertical media and business press.
  • We maximized leverage of Dutch projects and Ciena’s momentum in leading research and education (R&E) events including announcement on partnership with University of Amsterdam and TERENA conference.
  • We developed and pushed talking points and content beyond the ‘traditional’ telecoms themes to address wider IT trends through leadership topics.

Results

  • 50% of press coverage appeared in IT, business and vertical publications
  • Average number of articles per month increased by 50%.
  • 24 pieces of articles published about the European survey including tier one publications ComputableAutomatiseringGids and Telecompaper.
  • 18 articles, such as this one, appeared about Ciena’s leadership in the R&E sector.
  • Other articles covered topics such as SecuritySDNInternet of ThingsNaaS and Big Data.

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