The Brief

Having established its reputation in the market and won a strong client base through word of mouth, technology vendor Calypso decided it was time to widen its market exposure by focusing its media messages and refining its positioning to the press. The company also wanted to reinforce the strength of its product by aligning it with the topical subject area of credit derivatives. To achieve this, it asked Cognito to develop a PR program that would enable it to reach out to prospective clients in Europe.

The Solution

To meet the brief, Cognito devised a structured and comprehensive four-month media program designed to ensure that Calypso was effectively established as a leading provider in the credit derivatives space amongst the European press. It also worked to help Calypso build working relationships with a number of journalists in order to provide a solid basis for its ongoing media campaign. Regular communication between the two parties, solid news stories and enthusiastic spokespeople, all combined to result in targets being met or exceeded.

The Results

Following the campaign, Calypso noticed a significant increase in general market awareness. The meetings between key press and c-suite spokespeople organized by Cognito were instrumental in propelling this understanding of Calypso’s market positioning and competitive differentiators amongst its target media.

The company’s European sales pipeline has benefited through an increase in requests for product information from prospects. A proportion of these have also resulted in sales. The company has also noticed a marked increase in the number of requests for proposals it is asked to submit, which is also due to the levels of awareness delivered by the PR campaign.

Charles Marston, CEO, Calypso Technology, comments: “Cognito clearly had an established relationship with the press in our area of business. We realized its work had a good reputation amongst respected media titles, and its quality of service enabled it to achieve effective PR results for its clients. Furthermore, Cognito has been serving many of its clients for several years and forges strong relationships with them and the media. These elements are invaluable in a PR and communications agency and were fundamental in our decision to employ Cognito.”