- Case Study -
As data protection and information management grew in importance for global business security, Druva wanted to become the go-to cloud solution for enterprise.
Druva came to Next PR as a new kind of data protection solution for the enterprise. The catch: It wanted to attract media and industry attention that would position it as a full-caliber business, not a startup. Next PR needed to ensure Druva’s brand grew in congruence with its company ambition.
HOW WE GOT THERE
Next PR crafted a multi-layered plan of attack to position Druva as a seasoned business. First, Next PR pitched Druva’s experts as thought leaders in the data and information management space. Second, Next PR created and executed a channel launch plan to secure business coverage across various mediums.
The third and most challenging aspect of the plan was penetrating the U.K. media realm as a U.S.-based company. Next PR scheduled quarterly trips for Druva Executive Steve McChesney to get quality face-to-face time with top U.K. industry reporters. This resulted in established U.K. media relationships, an improved executive voice to Druva’s local customer base and brand awareness for its first moderated panel.
When Druva launched its brand presence with a dual announcement, Next PR secured top-tier coverage in both the U.S. and U.K. The Next PR team also executed an aggressive press release schedule of funding and product announcements for the company. Local customer testimonials were used to further establish Druva as the number-one data protection solution in the space. Also, by positioning Druva executives as expert thought leaders, Next PR secured national coverage in Forbes, Wall Street Journal and Reuters.