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Organization
The
Storage Performance Council (SPC) is the only industry standards organization
that defines and promotes storage benchmarks and provides objective, relevant
and verifiable performance data and related test tools to the computer
industry and its customers. Members include Adaptec, Compaq, Dell, The
Evaluator Group, Hitachi Data Systems, HP, IBM, Ideas International, LSI
Logic Storage Systems, NEC, Sun MicroSystems, Unisys and VERITAS Sofware.
Challenge
The
SPC asked Origin to support the launch of the SPC Benchmark-1™,
the first industry-standard benchmark for enterprise storage systems.
The SPC was launching the benchmark at the Computer Measurement Group
(CMG) Annual Conference, a timeline that provided just six weeks to plan
and execute a full-scale public relations campaign.
Strategies
Origin
developed an aggressive, high-profile launch plan that included a press
tour with editors and reporters in the storage trade press and computer
industry publications and meetings with top-tier analysts. Origin also
developed consistent, compelling messages and accompanying press materials.
Origin worked closely with the SPC and member companies’ public relations
teams to develop the most effective press materials and communication
channels.
Results
The
SPC Benchmark-1 launch was a huge success at the CMG conference industry
and Origin’s campaign created widespread industry awareness. Feature-level
coverage for the SPC-1 launch included InfoStor, Electronic Products,
Data Storage, Computer Technology Review, CRN and online coverage at SearchStorage.com,
SNWonline.com, Client/Server News, Network Storage Forum and Enterprise
Systems Magazine. Origin coordinated briefings with industry analysts
from Gartner Group, META Group, Yankee Group, Aberdeen Group, Enterprise
Storage Group and the Illuminata Group. The consistent launch coverage
Origin obtained created the momentum for widespread adoption of the SPC-1
benchmark as well as the foundation for future successful SPC-1 benchmarking
efforts.
Portfolio Example | Case Studies main page
|
"In
this era, finding quality PR services is a challenge. After presenting
Origin with only the sketch of a plan for a complex, hi-tech product
launch, they completed the plan, flawlessly executed it, and did
so with a professional demeanor that made doing business fun.
Roger Reich |
