Packaging Products for Maximum Buzz
In September 2007, Symphoniq began its search for a PR partner to assist with messaging and a “relaunch” of the company in conjunction with the announcement of a downloadable version of the company’s core TrueView technology – TrueView Express. With an eye toward re-invigorating APM (application performance management), Kulesa Faul helped fine-tune messaging around TrueView Express for maximum impact, emphasizing a free trial, downloadable format, and first-of-its-kind solution for the industry, backed by customer references.

Results: Kulesa Faul secured a total of 30 press and analyst briefings as part of the U.S. launch, 13 news articles (9 unique on TrueView Express) as well as two stand-alone analyst notes. Kulesa Faul continued momentum through a mix of strategic media relations for Symphoniq, thought leadership including placement of an ongoing column in the Sys-Con family of publications, industry recognition including a CRN Tech Excellence Award and named an eWeek Excellence Award finalist, and two additional product launches executed over the next six months – TrueView for SOA and TrueView 2.0 – helping the company to cultivate close relationships with core press and analysts. In a year over year comparison, in the first twelve months of working together Kulesa Faul grew coverage more than 1000%.