Carrier Access (NASDAQ: CACS) needed to re-establish itself as a major player in the telecom market while launching a highly-technical product difficult to describe to the press. Given the established resources and market recognition of its primary major competitors (Cisco, Lucent, Adtran) - combined with slowing sales and a significant stock drop - garnering a piece of the spotlight presented a major challenge.
Already familiar with PerkettPR's outstanding capabilities, Carrier Access exclusively selected the firm to help execute one of its most important product launches in years. PerkettPR advised Carrier Access to take two approaches with their messaging: a product focus for the telecom industry publications; and a "come back" business-story for publications such as the Wall Street Journal and Forbes. Within the telecom industry, PerkettPR approached the broadband and wireless press with varied messages about the product and Carrier Access's leadership in selling high-end wireless devices. The business press was approached with the message "We're back and we're healthy."
Carrier Access first approached PerkettPR in early August, and by mid-September, the outreach campaign was completed with 39 press and analyst interviews scheduled for the tour including Barron's Business 2.0, CBSMarketwatch, Wall Street Journal, Forbes and many leading telecom publications such as EE Times and Telecommunications. The key to success was PerkettPR's ability to re-position Carrier Access's corporate health story and identity as a major player - as well as the ability to take a technical product and boil it down to the key benefits for new and existing customers that also resonated with each publication's readers.
This market exposure and third party validation, combined with updated web site and marketing materials, increased customer awareness, established the Carrier Access comeback to the market, and boosted investor buzz and interest in the stock.
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