Apache Design Solutions Case Study

Marketing Challenge:

Apache Design Solutions, Inc. wanted high visibility in March 2002, as it introduced the company and their technology focus to develop solutions for the physical design integrity problems that plague sub-wavelength chip designs in the consumer, communications, networking and semiconductor markets. The company's technology was ahead of the market in power analysis, timing integrity and I/O integrity tools. When launching their flagship product, RedHawk, Apache needed to introduce new capabilities to the mass market just as the bulk of ASIC designers started implementing designs in 0.13-micron processes. Apache hired Cayenne to help develop key messages regarding their technology and products, and to ensure that those messages were part of a successful company and product launch.

The Cayenne Method:

Cayenne worked with the management team to develop a strategic marketing and communications plan that would focus designers on the need for dramatic improvements in capacity, speed and convergence. All communications stressed the ability of Apache technology to deliver these improvements with speed, accuracy and ease of use. The combination of technological prowess and management expertise helped position the company from other companies attempting to tackle similar problems in the EDA market.

Within 2002, awareness and message delivery were created through the following programs:

• Developed key company and product messages.
• Planned and executed company launch and two product launches.
• Wrote and pitched press announcements on the company and products.
• Edited and placed opinion pieces from senior management.
• Set up and managed meetings with industry editors and analysts.
• Created corporate and technical marketing collateral.
• Improved image and consistency of message on website.
• Planned and executed first-year attendance at DAC.

Results:

Within the first nine months, execution of the communications plan resulted in:

• 20 editorial or analyst briefings.
• Two opinion pieces published in EETimes.
• Four announcements with highly visible coverage in all target publications.
• Six published articles and 23 mentions in target publications.
• Successful DAC 2002 participation, generating interest and qualified leads. Favorable product reviews by engineers attending DAC 2002.

Apache has since introduced five products, and is the market leader in power integrity and noise analysis solutions, dynamic power analysis, low power and leakage management, and SoC noise control for ultra-deep-submicron designs.

Testimonial:

"Cayenne's experience is strategic in their thinking and diligent in their work. They focus on the company's goals while aiming at quality results"

-- Andrew T. Yang, CEO and Chairman of the Board, Apache Design Solutions