Making the dog bark louder
Ruckus Wireless wanted to make its bark heard far and wide. In a crowded enterprise Wi-Fi market it wanted to stand from a crowd dominated by big name brands. In the UK, the PR programme had stalled and the company had little to no visibility.
Babel designed and implemented a programme of company visibility based on thought leadership underpinned by product innovation and evidence of delivery. Babel created local news and worked collaboratively with the sales team, channel network of resellers and distributors, to develop a variety of compelling case studies (including Royal Hospital Chelsea) and press releases that were synchronised with Ruckus’ sales efforts.
The outcome: Ruckus Wireless has now become one of the most regularly quoted companies in the European technology press, with the programme delivering strong coverage across broadcast media, national press, enterprise IT titles and vertical media. It is a more influential voice in the Wi-Fi market than well-established names such as Cisco and Aruba and is no longer regarded as a challenger brand. Its solutions became the de-facto choice for IT managers and CTOs and campaign culminated in the company’s acquisition by Brocade.
August 31, 2022