unh-iol pr campaign results - wireside · the ethernet law in action: automotive industry turns on...

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UNH-IOL PR Campaign Results

Automotive Ethernet Consortium

12/18/12


Goals

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Campaign Goals

Wireside executed a highly successful PR campaign, launching the UNH-IOL’s

brand new Automotive Ethernet Consortium for the automotive, semiconductor,

and data communications industries, with the following goals:

Introduce IOL to key influencers in automotive, semiconductor and data

communications target markets

Secure opportunities for IOL to demonstrate thought leadership

Support membership sales by generating awareness for new consortium

Demonstrate value that IOL brings to partners: Broadcom & OPEN Alliance


Planning

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Communications Planning Collaboration: OPEN Alliance & Broadcom

Reviewed partner messaging

Drafted and finalized IOL messaging to align with that of partners

Created review / approval timeline for team leading up to release date

Executed and completed several rounds of partner approvals, following news release

approval process best practices

Secured endorsement quote from Dr. Kirsten Matheus of BMW, Open Alliance

Special Interest Group (SIG) Chair

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Communications Planning IOL Team

Established new process to identify and confirm IOL key messages

Translated tech-speak into common language to influence a broad audience

Crafted key messages for press release to:

Showcase IOL as industry’s first BroadR-Reach testing solution for in-vehicle

networking

Communicate first mover advantage for members of consortium

Encourage widespread adoption of Ethernet-based automotive connectivity

Reinforce IOL’s position as de facto standard in Ethernet testing

Educate automotive ecosystem about benefits of BroadR-Reach implementation

Prepared first-time spokesperson Dave Estes for interviews with media training

Created PitchEngine page, including press release, tweets and supporting materials

Campaign time frame: start to finish in four weeks, long tail results, briefings through Q4


Execution

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Press Release: Business Wire OPEN Alliance and UNH-IOL Rev up Evolution of Connected Car

8/20/12

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Press Release: PitchEngine OPEN Alliance and UNH-IOL Rev up Evolution of Connected Car

8/20/12

The OPEN Alliance & @UNH_IOL

are revving up evolution of the

#connectedcar w/new #Automotive

Ethernet Consortium

The OPEN Alliance SIG endorses the

UNH-IOL as the first laboratory to

test BroadR-Reach®, a standard that

will achieve 100Mbps Ethernet

connectivity in automotive networking

applications

By operating one of the world’s most

comprehensive Ethernet test beds,

the UNH-IOL is the de facto standard

for knowledge and experience in

Ethernet testing

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Media & Analyst Outreach

Identified 70 new media contacts covering automotive technology and

connected car

Distributed press release to targeted media list of approximately 250 reporters

who cover: Broadband, Ethernet, Test & Measurement

Cultivated relationships with a strong mix of automotive and data comm.

industry reporters, successfully securing briefings for IOL’s Dave Estes

Developed briefing sheets for each interview including reporter and

publication intel and customized talking points

Moderated briefings and conducted follow-up communications with reporters

Collaborated with partners to obtain images and captions to enhance stories

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Media & Analyst Outreach

Media Briefings

Joan Engebretson, TMCnet

Sean Buckley, FierceTelecom

John Day, John Day’s Automotive Electronics

Rick Nelson, Evaluation Engineering

Cheryl Coupe, EE Catalog

Mark Anderson, HomeToys.com

Ethan Banks, Packet Pushers Podcast

John O’Brien, Automotive Testing Technology International


Results

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Press Release Views

IOL achieved 2,801 press release

views as of 12/3/12

Release viewed 151 times within

first 24 hours

Received 7,950 headline

impressions*

*This Business Wire calculation measures the number of times a press

release headline appears on the first page of search engines.

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Earned Media Coverage

* Cision Influence Rating provides a ranking on a scale of 0 – 99 for outlets and influencers in traditional

and social media. See Appendix 1

* UVPM - Unique Visitors Per Month and/or monthly reach

* See Appendix 2 for publication descriptions

Publication Date Title Cision UVPM Article

Industrial Ethernet Book 8/1/12 Ethernet for cars consortium launched N/A 18,500 Feature

Mass High Tech 8/19/12 UNH Ethernet testbed launches new consortium 59 15,568 Feature

FierceTelecom 8/20/12 UNH-IOL, OPEN Alliance target 100 Mbps Ethernet for cars 65 18,637 Feature

Machine to Machine Solutions 8/21/12 The Ethernet Law in Action: Automotive Industry Turns on to

Ethernet 61 127,348 Feature

EE Times 8/22/12 CommsDesign Week in Review: Automotive Ethernet Consortium 78 70,872 Mention

Evaluation Engineering 9/1/12 OPEN Alliance and UNH-IOL Address Evolution of Connected Car 53 1,216 Feature

Mentor Graphics 9/10/12 Automotive Ethernet is getting closer N/A 18,360 Feature

EE Catalog 10/1/12 Automotive Ethernet Moves to the Fast Lane 30 577 Feature

HomeToys.com 10/1/12 Automotive Ethernet Conformance and Interoperability Testing 32 4,084 Contributed

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Earned Media Coverage Contributed Article

The UNH-IOL maintains a strong reputation for

independent, vendor-neutral testing with a focus on

quality assurance rather than marketing or promotional

goals. The confidential test reports the UNH-IOL

provides to its members are recognized throughout the

data communications industry as evidence of

interoperability and conformance to technical standards.

End consumers will notice the effects of BroadR-

Reach because they will have access to more

advanced safety systems (such as cameras, collision

avoidance systems, or even automated driving) and

more features for infotainment. Saving weight on the

wiring harness will help to increase vehicle

performance and fuel efficiency.

IOL demonstrated thought leadership in this HomeToys.com Q & A

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Earned Media Coverage Feature Stories

Need for the industry-supported consortium was

created because of the integration of applications

including advanced navigation and voice

recognition, on-board diagnostics and other

features in vehicles.

“The OPEN Alliance is comprised of more than 70 leading technology and

automotive member companies that share a common goal to drive wide-scale

adoption of Ethernet-based automotive connectivity. The UNH-IOL’s extensive

and highly-regarded experience in Ethernet testing and the technical team’s

early involvement in the standards development process were key factors in

our approval of the laboratory for BroadR-Reach testing. Standardization of

the world’s first automotive solution capable of delivering 100-Mbps Ethernet

connectivity over unshielded cabling will revolutionize in-car networking with

the goal of creating the ultimate in-vehicle experience for consumers, but

these opportunities will only be possible with the help of reliable, trusted

partners like the UNH-IOL.”

Dr. Kirsten Matheus, Ethernet project manager, BMW

Instead of having a number of closed applications in their

vehicles, a carmaker member such as BMW or Hyundai could

have one standard Ethernet network to provide their

consumers with a host of new applications and devices,

including surround view parking assistance, rear-view

cameras and collision avoidance systems.

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Earned Media Coverage Feature Stories

“The objective is to help producers of BroadR-Reach

devices and auto manufacturers bring their products to

market faster and to ensure there is broad market appeal

for these devices through interoperability and conformance

testing and demonstrating product readiness. In a year we

hope to have several members including semiconductor

companies, parts suppliers and auto manufacturers. “

Dave Estes, UNH-IOL

The UNH-IOL has been conducting

Ethernet testing for nearly 25 years

and operates one of the world’s most

comprehensive Ethernet test beds.

It’s considered the de facto standard

for Ethernet testing.

By testing together in the same consortium members

save on research and development costs and minimize

risk associated with new technology adoption. In

addition, they have a first mover advantage in

preparing their products for market in advance of the

BroadR-Reach standard’s wide-scale industry

adoption.

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Earned Media Coverage Feature Story & Mention

Meanwhile, the automotive industry is already thinking about the

next generation of in-vehicle networking, which it is calling

RTPGE, for reduced twisted pair gigabit Ethernet, which would

boost in-vehicle network data rates to a gigabit – and Estes

believes that standard may have broader applications beyond

the automotive industry. “It could help other industries that are

looking to save on cabling,” he said.

The University of New Hampshire

InterOperability Laboratory (UNH-IOL)

launched the Automotive Ethernet

Consortium to address stringent

requirements of the automotive industry

for next generation in-vehicle networking.

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Anticipated Earned Media Coverage

Automotive Testing Technology International Feature story

Anticipate December publication

Reviews research and developments of automotive test and

evaluation

14,298 hard copies and 49,000 digital copies distributed quarterly

9,330 UVPM

Connected World Contributed article

Anticipate April/May 2013 issue publication

Keeps readers updated about newest gadgets and apps

Cision influence = 96

300,000 monthly print circulation

61,740 UVPM


Thank you!

Joya Subudhi

Christine Carlson Hampton Eubanks

Terry Gau


Appendix 1

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Cision Influence Rating

The Cision Influence Rating offers a 360-degree view of each journalist and blogger, reflecting

their roles at each of the print, broadcast and online outlets where they contribute. Taking into

account digital, traditional and social signals, the rating is the first of its kind. The Cision Influence

Rating provides a ranking on a scale of 0 to 99 for outlets and influencers in traditional and social

media. A rating of 99 is the highest possible.

The score uses factors such as outlet circulation, page views and unique visitors as well as social

measures including Facebook Likes, retweets and blog comments. Journalists and bloggers are

scored both on the performance of their content and their presence on social sites.

Outlets are measured on both their reach and the sharing activity they generate on the Web.

From print circulation to online page views and unique visitors, along with Facebook Likes,

retweets, blog comments and other measures of the impact of content, Cision uses more than 40

data points to determine the rating for each media outlet.


Appendix 2

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Publication Descriptions

EE Catalog

Extension Media is a publisher of over 20 business-to-business magazines, resource catalogs, newsletters and

web sites that address high-technology industry platforms and emerging technologies such as chip design,

embedded systems, software and infrastructure, intellectual property, architectures, operating systems and

industry standards. EE Catalog presents comprehensive technology information covering the electronics

industry's most important platforms, architectures, operating systems and vertical markets.

EE Times

This publication is geared toward design engineers and engineering management personnel in the computer and

electronics industries.

Evaluation Engineering

Published for engineering professionals responsible for total product quality who are involved in the design,

development, testing and measurement, inspection and evaluation of electronic components, products and

systems. Content also includes coverage of ASICS, circuit boards, data acquisition, ESD/electrostatic discharge

and microwave and RF electronics.

FierceTelecom

Written for telecommunication industry insiders, particularly wireline service providers. Covers the latest news,

trends and technology in the industry.

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HomeToys.com

Home Toys.com is a news and information resource for AV and Automation Industry, offering a blend of

Commercial & Residential AV, Automation & Digital Signage industry news, articles and interviews combined with

insight into the trends and breakthroughs with potential to affect related business & lifestyle.

Industrial Ethernet Book

Industrial Ethernet Book is the only internationally distributed journal dedicated to Industrial Ethernet and

Wireless technologies as used in the manufacturing industries (process and discrete). The publication’s

coverage includes all types of industrial networking, and extends down into field-level automation and upwards

into the increasingly important areas of enterprise and Internet connectivity. The editorial content is aimed at end

users, system integrators and vendors within factory automation and process automation.

Machine to Machine Solutions

M2M Solutions Community is sponsored by AT&T, a leading enabler of M2M solutions. M2M Solutions

Community offers the latest breaking news, white papers, case studies and white papers related to M2M.

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Mass High Tech

Publication was established in 1982 to serve the Massachusetts technology industry. It focuses on the

technology and innovation sector throughout New England, serving the information needs of entrepreneurs and

the service organizations that support them.

Mentor Graphics

Mentor Graphics is a leader in electronic design automation software, enabling companies to develop better

electronic products faster and more cost-effectively. Their innovative products and solutions help engineers

conquer design challenges in the increasingly complex worlds of board and chip design.

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