Raise Ciena’s profile through quality coverage in the business, IT trade and vertical press.
Maintain a steady flow of PR activities and press articles in the core telecoms press.
Align local PR with corporate campaigns and leverage centrally developed materials as much as possible.
Create local story angles that appeal to the enterprise target audience.
We came up with local headlines for a European survey campaign to increase the relevancy for Dutch reporters from general IT trade publications, vertical media and business press.
We maximized leverage of Dutch projects and Ciena’s momentum in leading research and education (R&E) events including announcements on the partnership with the University of Amsterdam and TERENA conference.
We developed and pushed talking points and content beyond the ‘traditional’ telecoms themes to address wider IT trends through leadership topics.
50% of press coverage appeared in IT, business and vertical publications
Average number of articles per month increased by 50%.