VaST Systems Technology Case Study

Marketing Challenge:

VaST Systems Technology, a growing supplier of tools and models for embedded systems design, was a break-even, late-stage startup with innovative products and an expanding customer base. The company was doing some of the most advanced R&D in the embedded systems market. Unfortunately, VaST was also a well-kept secret in the market place. A combination of lack of publicity plus fuzzy and inconsistent positioning had confused the market place and also hidden the real value of VaST's solutions for the burgeoning embedded systems space.

The Cayenne Method:

In conjunction with a new management team, Cayenne laid out and executed a communications plan. The focus was on repositioning the company as the leader in understanding the need to automate embedded systems design, and to show how and why VaST's tools and virtual systems prototypes are used by customers in the semiconductor, automotive electronics, wireless, and consumer electronics markets. Emphasis was placed on differentiating VaST from competitors and in-house development. Credibility was built up through the following programs:

Publish technical articles, jointly with customers wherever possible.
Present at conferences, often jointly with customers and partners.
Support customer presentations at conferences and provide technical writers to help get clients published on their use of vast solutions.
Encourage customers to approve joint press releases.
Establish partnerships and publicize partnership programs and distributorships.
Publicize successes.
Create more visibility in the marketplace for executive and R&D management.

Results:

Within one year, a concerted communications campaign resulted in:

154 mentions or articles about VaST in journals, websites, trade publications and analyst reports.
16 technical articles or white papers published by VaST in leading technical trade journals and/or customers.
4 presentations at conferences, by VaST and/or customers.
8 press interviews for customers and management.
8 press interviews for customers and management.
2 customer-related releases and 4 management-related releases out of a total of 11 releases.
Coverage of founder Graham Hellestrand being made an IEEE Fellow.

Consistent and credible messaging helped VaST to exceed their yearly sales projections within six months and positioned the company as a leader in virtual system prototyping for the embedded design market.

Testimonial:

“I've worked with many PR firms over the years. They don't come any better than Cayenne – reliable, effective and great to work with!”

--Linda Prowse Fosler, vice president of marketing and business development, VaST Systems Technology