Intellisync

Challenge

Get an Industry in Sync with Synchronization; Adapt PR to a Chameleon Company

  • Initially, establish the company while in its start-up phase as the innovator behind the new concept of personal data synchronization for the world of mobile devices
  • Then, over a nine-year relationship, reposition the company three distinct times to adapt to the rapidly growing mobile/personal information management market and take it through an initial public offering
  • Maintain consistency of message and image through seven changes of marketing management
  • Maintain aggressive industry share of voice for company despite waves of new and larger competition emerging over the course of the program
  • Gear program toward the distinctly different pro-sumer enterprise and wireless carrier audiences

Approach

  • Develop plug-n-play communications approach for multiple audiences and business goals including attracting channel partners, creating end-user demand for personal sync software and educating enterprise on need for device management
  • Illustrate end-user need for synchronization through “Synchronize Your Life” campaign
  • Demonstrate need for device control in the enterprise to match Intellisync move to distributed broader platform approach
  • Integrate sync value proposition for diverse market segments into program to help facilitate Intellisync IPO
  • Depose competition using multiple avenues including Intellisync patent portfolio
  • Use aggressive “point of view” campaign to position Intellisync founder as the spokesperson for the market segment

Results

  • Bottom-line business improvement in the areas of revenue increase, channel development and business development progress
  • Establishment of company as de facto leader in sync market for nine years
  • Maximization of IPO process and resulting increasing shareholder value support via aggressive media relations including front page article in San Jose Mercury News touting company performance
  • Major and diverse mass media coverage supporting all phases of company evolution
  • Establishment of company founder as face of the sync industry including feature coverage with full-page photography in the then-technology flagship business publication, The Industry Standard
  • Broad hands-on product coverage in major mass media including Wall Street Journal and BusinessWeek