Tellabs asked CCgroup to help them enhance their corporate profile to reach decision makers within their mobile operator customer base and to reach new influencers within the wider media sector.
CCgroup created a thought leadership campaign that tapped into business and user needs. Tellabs anticipated and ‘piggy-backed’ on an upcoming high profile topic – the increasing demand for high bandwidth mobile data services and the impending “capacity crunch”. By creating a strategic partnership with research analysts and identifying a compelling story, a credible PR platform was established that crucially tied back to Tellabs products.
The PR team commissioned independent research analysts Nielsen to add qualitative research to their standard quantitative mobile survey. Strategic questioning planning followed, enabling the survey results to provide provocative news angles. These were leveraged at the leading event for the mobile communications industry, Mobile World Congress, which attracted more than 55,000 attendees and target press. The story angles were expanded to cover the US as well as Western Europe – key countries for Tellabs.
The programme resulted in extensive coverage leading the news-agenda, with thought-leadership coverage in all target trade publications. The story also pushed into consumer and business press. In total, over 500 media articles were generated for the story. The resulting story also formed the basis of Tellabs’ Mobile World Congress submission which resulted in the company being offered two highly-prized speaker slots.
Coverage and target audience feedback evaluation showed that Tellabs rose above the clutter, even outperforming larger competitors with greater available resources. The head of Tellabs EMEA, Pat Dolan, summed-up: “This is the best coverage I have ever seen at Tellabs. Our thought leadership now leads the field and our PR programme has directly contributed to revenue generation.”
“CCgroup has an incredible network of contacts in the mobile industry, and the insight they gain through this network is of real value to its clients. Tellabs and CCgroup leveraged this insight to develop a highly topical thought-leadership campaign for MWC 2009 that delivered beyond our expectations.”
Sonny Waheed, Senior Manager: Communications EMEA & AP
CCgroup created a thought leadership campaign that tapped into business and user needs. Tellabs anticipated and ‘piggy-backed’ on an upcoming high profile topic – the increasing demand for high bandwidth mobile data services and the impending “capacity crunch”. By creating a strategic partnership with research analysts and identifying a compelling story, a credible PR platform was established that crucially tied back to Tellabs products.
The PR team commissioned independent research analysts Nielsen to add qualitative research to their standard quantitative mobile survey. Strategic questioning planning followed, enabling the survey results to provide provocative news angles. These were leveraged at the leading event for the mobile communications industry, Mobile World Congress, which attracted more than 55,000 attendees and target press. The story angles were expanded to cover the US as well as Western Europe – key countries for Tellabs.
The programme resulted in extensive coverage leading the news-agenda, with thought-leadership coverage in all target trade publications. The story also pushed into consumer and business press. In total, over 500 media articles were generated for the story. The resulting story also formed the basis of Tellabs’ Mobile World Congress submission which resulted in the company being offered two highly-prized speaker slots.
Coverage and target audience feedback evaluation showed that Tellabs rose above the clutter, even outperforming larger competitors with greater available resources. The head of Tellabs EMEA, Pat Dolan, summed-up: “This is the best coverage I have ever seen at Tellabs. Our thought leadership now leads the field and our PR programme has directly contributed to revenue generation.”
“CCgroup has an incredible network of contacts in the mobile industry, and the insight they gain through this network is of real value to its clients. Tellabs and CCgroup leveraged this insight to develop a highly topical thought-leadership campaign for MWC 2009 that delivered beyond our expectations.”
Sonny Waheed, Senior Manager: Communications EMEA & AP
