Technology Communications

Our approach to high tech marketing isn't based on how cool your technology is (although that's a part of it). We start with your business plan. Who are your customers? What do they want? How do they get by now and how will they live once they have your product? What does the market research say? What do the industry analysts say about your category and about your company? What's newsworthy about it? These are what is important to developing a successful, measurable communications program.

We then put the right team together to meet your company's needs. Our virtual approach means you only get senior counsel if that's all you need. Full implementation is also available. But you don't pay overhead on the team you don't need. And we are very, very good.

See an article entitled “How Technology Can Dramatically Improve Customer Service” written by SAE Communications’ principals Sheri Benninghoven and Scott Summerfield for Western City magazine, the monthly publication for the League of California Cities.

We provide these services for our technology clients:

Corporate Communications

• News Bureau (including key message delivery training)
• National and Geographic or Vertical Market-Based Media Strategies
• Key Message Development
• Customer Service Image
• Trade Press
• Corporate Reputation
• Brand Development/Management

Product Support

• Marketing Strategies
• Product Launch (see our model launch plan)
• Product Evaluation Programs
• Web Promotion
• Trade Show Appointments
• Analyst Relations
• Marcom Materials

Product Launch Model Program

The plan will address all aspects of the product launch, including key messages, target audiences, communications goals, objectives and strategies, deliverables, a detailed budget and a detailed schedule. Included in the plan development will be research regarding the competitive landscape and the views held now by key analysts and trade reporters.

• Review and revise existing media material for “YOUR COOL PRODUCT” printed press kit.
• Prepare product and corporate fact sheet, Q&A and necessary executive bios.
• Coordinate appropriate photography/graphics production to provide visual support of software.

• Develop eval program guidelines, manual, target lists.
• Edit support materials, including spec sheets, fact sheets, graphics, etc. for use by eval team.
• Develop targets list, pitch eval units, coordinate placement and followup.
• Prepare monthly report on status of each product out and anticipated results.

• Develop target list and conduct daily review of pending stories (business, trade, dailies, broadcast) for pitching stories.
• Prepare monthly report of prospects and results.

• Coordinate and conduct an industry analyst tour on east and west coasts to seed information, provide a company update and discuss “YOUR COOL PRODUCT”.
• Research appropriate analysts for each target audience/industry.
  • Each analyst will be required to sign a non-disclosure agreement until “YOUR COOL PRODUCT” is launched.
• Coordinate all tour logistics, including scheduling of appointments, development of relevant documents (releases, key messages, Q&A, etc.), and tour deck.
• Accompany executives on tour.

• Coordinate and conduct long- and short-lead media tour (targets to be developed in plan) on east and west coasts to launch “YOUR COOL PRODUCT“.
• Develop target media tour list, develop and distribute tour pitch list and conduct extensive media follow-up to schedule appointments.
• Coordinate all tour logistics, including travel, accommodations, catering, etc.
• Develop all necessary press materials for tour kit including releases, fact sheets, backgrounders, key messages/Q&A, and tour deck.
• Accompany executives on tour.

• Make recommendations regarding the role of you web site to support the product launch.
• Implement web-based PR program.

• Conduct weekly team meetings
• Conduct client meetings as needed
• Produce bi-weekly PR status report, outlining priority projects, current status and anticipated deadlines
• Prepare comprehensive final report outlining all activities, results, and budget analysis
• Prepare monthly invoice
• Track budget, invoices, etc.

• Provide recommendations for an ongoing public relations program which will allow for consistent, credible and reliable relationships with the key analysts, reporters and editors which will most influence opinions about your company. This plan will include creative story ideas for pitching to trade media, the business press, dailies, and broadcast. It will also address participation in industry roundup stories and stand alone product reviews, speaking opportunities, trade show participation, the benefits of an ongoing proactive editorial calendar program, and the managing of a proactive and reactive news bureau.