autodesk campaign report jun08

Campaign Report: Autodesk BondPR International Multi-count ry campaigns made simple +44 870 12 66 007 [email protected] www.bondpr.com - 1 - Client Overview Autodesk, Inc. is the world leader in 2D and 3D design software for the manufacturing, building and construction, and media and entertainment markets. Since its introduction of AutoCAD software in 1982, Autodesk has developed the broadest portfolio of state-of-the-art digital prototyping solutions to help customers experience their ideas before they are real. Fortune 1000 companies rely on Autodesk for the tools to visualize, simulate and analyze real-world performance early in the design process to save time and money, enhance quality and foster innovation. In Central and Eastern Europe, Autodesk manages its sales activities through its Prague's hea dquarters servicing region called CHS, which includes Czech Republic, Slovakia, Hungary and South-East European countries. Objective In the CHS region the client formerly managed its PR campaign directly only in the Czech Republic, PR activities in other countries of the region were put to hands of distribution partners in particular countries, which were neither coordinated nor satisfactory in terms of the brand building. Autodesk wanted to extend the direct PR campaign to a multi-national level directed from Prague. Another objective was to increase a penetration of Autodesk messages in business and trade media in a centralized and consistent way over the CHS region. After a two round selection process, Autodesk chose BondPR International to start a PR campaign in five markets: Czech Republic, Slovakia, Hungary, Romania and Bulgaria. Plan As the former Autodesk messagin g was more user oriented, the BondPR CEE team prepared a strategy designed to increa se awareness of A utodesk among decision makers, who drive business and decide about technology support to their business, through economic and vertical press. The BondPR CEE team developed both corporate and divisional key messages. The PR team in individual countries were responsible for preparation of country-specific tactics to get the key messages into daily, business and vertical media. Results The client has identified the results very quickly – in less than six months BondPR managed to increase both quantity and quality of PR coverage in all countries. Key highlights: In all countries ,Autodesk indicated high growth of coverage i n business media and daily press BondPR achieved record coverage: more than 400 press clips for first six months of the PR campaign - the requested 60% level of penetration of the defined key messages in all clips was exceeded (86 %). The annual Global Product Launch press event organized by BondPR, attracted 48 journalists from 9 countries over the region, who made 38 interviews. We were looking for a strategic PR partner with a strong expertise in Central and Eastern Europe. It was critical for us to find a partner who could serve multiple countries, represent Autodesk consistently and respect local cultures and business at the same time. I was impressed with the short time it took BondPR to get fully up-to-speed and productive. After 12 months, awareness about Autodesk solution portfolio and strategy improved significantly across selected countries. As a matter of fact, the results exceeded our expectations and BondPR set up a impressing benchmark for our future co- operation”. Oldrich Januska, Regional Marketing Manager, Emerging Countries, Autodesk Future The PR campaign made for the five CEE countries represents the first phase of implementation of the Autodesk PR program in the CHS markets. The second phase should include extension of the PR campaign into the former Yugoslavian countries.

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Campaign Report: Autodesk

BondPR InternationalMulti-country campaigns made simple

+44 870 12 66 007 [email protected] www.bondpr.com

- 1 -

Client OverviewAutodesk, Inc. is the world leader in 2D and 3D design software for the manufacturing, building andconstruction, and media and entertainment markets. Since its introduction of AutoCAD software in 1982,Autodesk has developed the broadest portfolio of state-of-the-art digital prototyping solutions to helpcustomers experience their ideas before they are real. Fortune 1000 companies rely on Autodesk for thetools to visualize, simulate and analyze real-world performance early in the design process to save timeand money, enhance quality and foster innovation.

In Central and Eastern Europe, Autodesk manages its sales activities through its Prague's headquartersservicing region called CHS, which includes Czech Republic, Slovakia, Hungary and South-East Europeancountries.

ObjectiveIn the CHS region the client formerly managed its PR campaign directly only in the Czech Republic, PRactivities in other countries of the region were put to hands of distribution partners in particular countries,which were neither coordinated nor satisfactory in terms of the brand building. Autodesk wanted to extendthe direct PR campaign to a multi-national level directed from Prague. Another objective was to increase apenetration of Autodesk messages in business and trade media in a centralized and consistent way overthe CHS region. After a two round selection process, Autodesk chose BondPR International to start a PRcampaign in five markets: Czech Republic, Slovakia, Hungary, Romania and Bulgaria.

PlanAs the former Autodesk messaging was more user oriented, the BondPR CEE team prepared a strategydesigned to increase awareness of Autodesk among decision makers, who drive business and decideabout technology support to their business, through economic and vertical press. The BondPR CEE teamdeveloped both corporate and divisional key messages. The PR team in individual countries wereresponsible for preparation of country-specific tactics to get the key messages into daily, business andvertical media.

ResultsThe client has identified the results very quickly – in less than six months BondPR managed to increaseboth quantity and quality of PR coverage in all countries. Key highlights:

In all countries ,Autodesk indicated high growth of coverage in business media and daily press BondPR achieved record coverage: more than 400 press clips for first six months of the PR

campaign - the requested 60% level of penetration of the defined key messages in all clips wasexceeded (86 %).

The annual Global Product Launch press event organized by BondPR, attracted 48 journalistsfrom 9 countries over the region, who made 38 interviews.

“We were looking for a strategic PR partner with a strong expertise in Central and EasternEurope. It was critical for us to find a partner who could serve multiple countries, represent Autodesk consistently and respect local cultures and business at the same time. I wasimpressed with the short time it took BondPR to get fully up-to-speed and productive. After 12months, awareness about Autodesk solution portfolio and strategy improved significantly across selected countries. As a matter of fact, the results exceeded our expectations and BondPR set up a impressing benchmark for our future co-operation”.

Oldrich Januska, Regional Marketing Manager, Emerging Countries, Autodesk

FutureThe PR campaign made for the five CEE countries represents the first phase of implementation of theAutodesk PR program in the CHS markets. The second phase should include extension of the PR campaigninto the former Yugoslavian countries.