NEON Systems: Focused Media Relations Project Translates to Elevated Visibility

SITUATION: NEON Systems is a producer of enterprise-class application integration solutions. NEON's Shadow technology is the company's flagship product for integrating application platform suites and IBM zSeries mainframes, delivering high-performance, scalability and managed interconnectivity. Flexible industry standard APIs and evolutionary Web Services enable Shadow adapters to unlock the intrinsic value of mainframe business data and logic for a new age of applications.

NEON's budget is finite. The company needed execution at cost -- not meetings and discussion. The company's priority was to directly generate a spike in sales leads through a very focused product launch. And presentations needed to be developed, releases authored and media -- within ten business days.

STRATEGY: Voce set up a research shop to drive information to the media team. The media team consumed data and conducted all out assault to analysts. Voce assigned the author team to take the research and the data from NEON and draft all materials -- simultaneous to the media outreach. It was a very concise, effective push that attained goals within constrained time and money.

RESULTS: Coverage in most core books: Application Development Trends, Database Trends & Applications, InfoWorld, InformationWeek, DB2 Magazine, Dr. Dobb's Journal, ePro Magazine, eWEEK, SD Times, Business Integration Journal, z/Journal.

Communications consultants in the application integration space need to understand the market to achieve goals in time crunches. The NEON project demonstrated industry acumen and media relationships.