RSA

Opportunity

RSA Security provides IT security solutions for establishing online identities, access rights and privileges for people, applications and devices. The company’s strong reputation is built on its history of ingenuity and leadership, proven technologies and long-standing relationships with more than 1,000 technology partners.

Through organic growth and M&A activity, the company was primed to achieve peer status with long-standing industry leaders, but RSA’s existing PR infrastructure was not set up to sustain a broad, multi-division, aggressive communications program. A lack of corporate communications and inconsistent product PR made it difficult for the industry to understand RSA’s full value. It was not being valued for the sum of its parts, but rather known only for the parts themselves.

Solution

Our team was brought in to adjust RSA’s communications program away from tactical product PR and uplift it to a strategic discussion on industry issues that mapped to the company’s business objectives. A strong thought leadership program enabled RSA to broaden its interaction with traditional media to include national business outlets. It also elevated awareness and market positioning to enable RSA to legitimately claim ownership of a broad range of critical issues including “the password,” Homeland Security and cyber terrorism. The communications program was compartmentalized to achieve maximum exposure for each of the business units, ensuring that previous product PR efforts were also fully maximized.

Results
  • Increased brand and financial market value
  • Better C-level understanding of RSA’s technology advantage in the sales process
  • Improved metrics in all phases of the communications program
  • Establishment of RSA executives as go-to resources for issues/perspective
  • Improved positioning against larger competitors
  • Multi-billion dollar acquisition by EMC (now Dell EMC)