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“Breakthru Communications' strong PR and marketing communications background make the agency a great asset to any technology company. With writers who understand technology and articulate well the value proposition in the materials developed, the agency makes the effort to understand the key players in a specific industry, both competitors and allies, and is on top of industry shifts and changes. I’d recommend Breakthru Communications to any tech company needing a strong PR professional on their team.”

Tina Miteko
Director of Corporate Marketing, Keynote Systems

“ I am totally pleased with the Breakthru team and the work they do. The team is hugely creative. Our most qualified hits in our target markets have come from PR activities. I hope to move forward with an even larger PR campaign.”

Barry Yarkoni
Vinomis Laboratories LLC

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Vertical Market Positioning

Opportunity: A privately held company does most of its marketing in vertical trade publications. The company’s products are a critical component of any industrial control application; however, they are one of many components that make up the final infrastructure. There are only two horizontal publications in their key market, and only a small percentage of the vertical publications’ annual space is devoted to product information, case studies and technical articles and roundups regarding the types of products the client offers.

The company determined that the power utility industry was an ideal target market. As a part of the strategy, the client would later acquire a company with complementary products, which had a strong base in the power utility market. Although the objectives of the two companies were synergistic, there were very different corporate styles.

Strategy:
The objective was to build a leadership image through a focused media campaign in publications targeted both to management level and distribution/substation engineering groups in the power utility markets. This included developing positioning to explain and validate the merger, and to rationalize the integration of the two product lines. In addition, we wanted to position the company as a player in and commentator on relevant major trends and issues in the power utility market.

Components

Maintain annual face-to-face communications with top editors as well as reporters in key publications covering this industry
Create and send product news releases that included specific reference to the power utility market to increase coverage opportunities
Take a leadership role in translating NERC’s Critical Infrastructure Protection (CIP) regulations as related to substation planning
Create visibility at a major industry show through participation in its technical track (not easy to do as a vendor)
Promote application notes for developing into articles by publications as appropriate

Results:

Integration of the two companies was handled smoothly to enhance client brand with integration of new products
Client is recognized as one of the top vendors in its field by key industry analysts
Client has been co-moderator of an annual panel at a key trade show for more than five years
Client provided major by-lined technical article on substantive industry issue in leading management-targeted trade magazine annually for three years—including a cover story

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