Integrated digital and PR strategy helps business solutions review platform secure $45 million in funding and grow by 2,000 percent.
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high value media placements
new leads sources from a data-driven white paper
Cisco is one of the world's most widely recognized technology brands. Although the company is best known for its line of network routers, Cisco provides individuals and businesses with an exceptionally broad range of technology products and services including servers, network infrastructure, storage and video and teleconferencing.
Cisco approached Walker Sands for help in creating a scalable and customizable PR model for its partner network. Cisco's partners play a critical role in marketing the company's products and services. To help with that goal, Cisco uses the mConcierge program to equip partners with automated and collaborative marketing plans tailored to each partner's goals and budget.
Although Cisco recognized the importance of public relations, the company lacked a vehicle for equipping its partner network with PR support. Specifically, Cisco needed PR expertise capable of innovating a scalable, reproducible system for its partners – a framework that would efficiently generate both regional and national stories and enable partners to leverage earned placements.
Following a thorough analysis of Cisco's goals and desired outcomes, Walker Sands worked to develop a PR framework that was both reproducible and tailored to Cisco partners' regional markets.
The program Walker Sands developed is administered in continuous phases, with each phase lasting approximately thirteen weeks. To maximize impact and reach, Walker Sands innovated a PR model incorporating several key elements:
By segmenting data by market, Walker Sands enables Cisco to effortlessly create unique stories for unique partners – an outcome that is typically elusive for brands with geographically diverse partner networks. Additionally, Walker Sands spearheaded the development of a white paper on mobility and BYOD usage. By amassing survey responses, Walker Sands mined and segmented data by multiple regional markets. The white paper and report were pitched nationally and appeared on the mConcierge website, resulting in more than 300 leads sourced directly to Cisco's geographic partners.
Walker Sands' relationship with Cisco has been extremely successful and has resulted in several important wins, including more than 150 placements in publications such as VentureBeat, The Wall Street Journal, Wired, Fox Business News, Crain's Chicago Business, NPR and other targeted media outlets.
More importantly, Walker Sands created a well-received program that has equipped Cisco with an efficient and reproducible model for securing a high volume of media placements for its partner network, while giving Cisco partners the tools they need to make the most of PR opportunities.
Having completed approximately four phases of the program, Walker Sands continues to work with Cisco to roll out new phases of the program on a continuous, 13-week cycle. Going forward, Walker Sands will expand its involvement to include other aspects of Cisco's marketing program as well as providing ongoing PR services for Cisco partners.
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