Case Study: Fortress Technologies: Using PR to Demonstrate Thought Leadership and Propel Market Leadership

The Market Challenge
Fortress Technologies read the tea leaves right.  By 2006, the company realized that increases in federal funding, the explosion of mobile technologies, and the new emphasis on IT security in government were signals that the need for policy compliant secure wireless networks in the public sector was only going to grow.  Fortress decided to align its business priorities with these market needs and focus primarily on providing its secure wireless solutions to the public sector.  With the technology to meet mission-critical requirements and an impressive record of performance to bolster sales activities, Fortress realized that it needed to communicate its unique value proposition and build brand awareness in the public sector market with a comprehensive public relations strategy.     

Speaking the Language of Government – the CWI Difference
CWI worked with Fortress executives to identify corporate goals, core competencies, and – perhaps most importantly – the differentiators that set the company apart from other secure wireless technology providers in the market.  In doing so, CWI developed a public relations plan with strategic and tactical components designed to provide short-term results and serve as the foundation for long-term success.  CWI activities included writing and distributing press releases, pitching stories, generating interview opportunities, identifying and securing speaking engagements, identifying and securing award opportunities for Fortress and its public sector customers, maximizing public relations opportunities through event participation, conducting analyst tours, and providing strategic consulting advice.
 
Key Results
Since CWI began working with Fortress in 2006, the company has significantly increased traction in the public sector IT marketplace and realized the following key results:

• Coverage in important media outlets such as Defense Electronics, Defense News, Defense Systems, Federal Computer Week, Federal News Radio, Government Computer News, Government Executive, Government Technology, Military Information Technology, NextGov, Potomac Tech Wire, Reuters, SIGNAL, Tampa Bay Business Journal, Urgent Communications, Washington Business Journal, The Washington Post, and Washington Technology
• Company and customer recognition through notable industry awards including The Federal 100, The Rising Star Awards, and SC Magazine Awards
• Speaking opportunities at key industry events including IWCE, MILCOM, Certicom ECC, and AFCEA TechNet Mid-America
• Winning new and repeat business with critical government customers such as the National Guard, Marine Corps, Navy, and Army
• Awareness of Fortress’ solutions and brand within the analyst community through analyst briefings

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