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Propagate NetworksDeveloper of low-cost software for self-configuring Wi-Fi networks.IndustryPropagate’s AutoCell technology is a lightweight, embedded software control system for wireless access points (APs) and clients (laptops, PDAs and phones) that creates self-configuring wireless LANs, eliminating the need for difficult and time-consuming management. Current Propagate partners include many Wi-Fi industry leaders such as Atheros Communications, Netgear, Chantry Networks, ReefEdge Networks and Bluesocket. Business ChallengePropagate Networks began in 2002 when its founders identified a major technical flaw in the way Wi-Fi networks (often called Wireless LANs, or WLANs) are organized and implemented. Because Wi-Fi networks are essentially radio signals, placing too many Wi-Fi networks in close proximity causes interference. Propagate realized that this interference would be detrimental for businesses looking to place hundreds of Wi-Fi access points in multi-level office complexes as well as for neighborhoods, where home Wi-Fi networks would interfere with one another.
Propagate’s unique marketing dilemma was that most people were unaware of the looming “interference” problem. The company needed to build awareness for the problem it solved and establish itself quickly as a major industry player in order to successfully create new partnerships and customer opportunities. Propagate turned to Schwartz Communications in September 2003 with a clear PR mission: demonstrate that a WLAN interference problem exists and that Propagate’s AutoCell is the answer. Schwartz PR StrategyIn order to help Propagate quickly raise awareness for the interference problem and gain the interest of potential partners, Schwartz focused its public relations program on the following goals and strategies:
- Make AutoCell the de facto standard for self-organizing wireless LANs.
- Build recognition for Propagate founders as leaders in the Wi-Fi adoption revolution.
- Develop advocacy among a core group of media influencers and analysts who are more likely to grasp the importance of self-organizing WLANs for both the enterprise and consumer markets.
- Build momentum in the trade press (general and wireless) through corporate, product and partner news.
- Become the wireless LAN configuration experts, offering commentary, bylined articles and Q&As.
- Proactively and aggressively drive the market. Offer commentary on where Propagate thinks the Wi-Fi market is heading.
Results
- Schwartz drafted a comprehensive PR strategy plan and developed key messages that would resonate with industry influencers, technology writers and potential partners.
- Within the first 30 days of the program, Schwartz arranged briefings with Wi-Fi and networking analysts from eight of the leading analyst firms, including Aberdeen Research, Current Analysis, Frost & Sullivan, Farpoint Research, Shoreline Research, the451.com, Telechoice Research and Yankee Group.
- Schwartz introduced Propagate’s executive team to the business community and successfully garnered coverage in influential publications such as The Boston Globe, Boston Business Journal AM 1030, Unstrung, Network World’s “Wireless in the Enterprise” newsletter and several venture publications like VentureWire, Venture Reporter and WallStreetReporter.com.
- In the second month of the PR program, Schwartz arranged informational interviews with key reporters at the technology trade magazines and launched a bylined article campaign focused around the Wi-Fi interference problem in the enterprise. Resulting coverage appeared in Network World, eWeek, Wireless Systems Design, Computerworld.com, Wireless Fidelity, EE Times, WiFiPlanet.com and CRN.
- Schwartz also helped Propagate prepare for its “coming out party” at WiFi Planet, the industry’s largest trade show. Schwartz worked in conjunction with Propagate’s marketing consultant to develop a strong presence at the show that drove home Propagate’s message and brand identity. Schwartz also counseled Propagate to strategically announce new partnerships at the show.
- With three new partnerships in hand, the Schwartz PR team generated coverage in the top industry trades, including eWeek.com, Network World Fusion, unstrung.com, Wi-FiPlanet.com, TelephonyOnline, TechNewsWorld.com, CRN.com and siliconvalley.internet.com.
- The buzz about Propagate made the WiFi Planet show a huge success for the company. Propagate Networks and the “interference problem” was officially on the map.
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