Rockpoint Public Relations was approached by True Ventures to assist in the launch of its portfolio company, Apcera. The company, which had been operating in stealth mode for more than two years, was developing an advanced platform for hybrid cloud deployment and integration, and was poised to be a category leader in the multibillion dollar hybrid cloud market.
Rockpoint worked directly with Apcera CEO Derek Collison on development of the messaging and positioning that would serve as the foundation for an integrated, multi-tiered communications and marketing plan to lead the company into its corporate launch and beyond.
Prior to launch, Rockpoint identified top-tier trade, technology and business press, and key industry analysts to pre-brief on the company as it emerged from stealth and explain the value proposition for its hybrid cloud platform. In the midst of pre-briefings on the launch, Apcera finalized a significant strategic investment from Ericsson, which required Rockpoint to quickly reposition messaging to ensure that the financial news didn’t overshadow the launch of the company along with its initial product.
This quick-moving strategy change resulted in more than 20 one-on-one briefings with analyst and reporters at Gartner, IDC, Forrester, Bloomberg, eWeek, Fortune, GigaOm, InformationWeek, InfoWorld, Network World, Re/Code, Wired and more. All totaled, there were more than 75 articles about the debut of Apcera.
Once the company launch was complete, Rockpoint was tasked with developing an integrated communications plan that would support a company that was growing at warp-speed. With the investment from Ericsson, Apcera anticipated growing its workforce by nearly 400 percent over the course of a year. As part of this effort, Apcera’s CEO specifically requested that Rockpoint manage and drive brand awareness, which allowed Rockpoint to establish a strong and unique bond with the client. A senior member of Rockpoint’s management team worked full-time in house at Apcera, building and developing the marketing team while the company searched for a chief marketing officer.
In this role, Rockpoint implemented a multi-tiered awareness campaign that included revamping of Apcera’s social media and content strategies. The campaign produced significant results in its first six months:
Social media - Twitter followers for Apcera increased more than 50 percent to 1,600. Rockpoint also initiated Twitter presence for key executives at the company who previously had limited or no social media presence before joining Apcera.
Blog – Rockpoint has been the driving force behind the Apcera blog, developing the topic ideas in conjunction with internal subject matter experts and ghostwriting nearly 30 entries.
- Thought-Leadership Campaign – Rockpoint developed and drafted bylined articles and speaker proposals, which resulted in prominent placements in six industry publications and securing Apcera speakers at events such as InterOp, NetEvents, OpenStack, ReDev and Cloud Expo NY. Rockpoint also took the lead on developing a series of white papers outlining core issues in the hybrid cloud market.
Event Management - Evaluated opportunities, and secured key sponsorships and exhibit space at targeted events, including Mobile World Congress, OpenStack Summit, DockerCon, AWS Re:Invent, AWS Summit, TBM Council and GopherCon.
Mobile World Congress – Developed a comprehensive media outreach and social media strategy to guide activities before, during and after Mobile World Congress in Barcelona. Media relations efforts secured earned media in Forbes, The Register, Light Reading and other key publications.
Analyst Relations - Secured briefings with nine analysts at Gartner, Forrester, Constellation Research, Heavy Reading and IDC.
- Awards - Submitted and won 14 awards, including Deal of the Year, CEO of the Year, Top Female Executive of the Year, Most Innovative Product of the Year, Best Cloud Solution and more.