Case Studies

VYCON – Case Study

In mid-2006, VYCON, a small developer and manufacture of green, flywheel technology began the work necessary to make an initial public offering. Part of the preparation included creating market awareness through marketing and public relations. Louis Romo, vice president of sales and marketing, selected Grabiner/Hall for their complete marketing package. In addition to creating a brand new look and feel for the company which included a new website, brochures and tradeshow material, Grabiner/Hall began creation of a comprehensive public relations outreach campaign and brought in Victoria Rierdan Hurley to help with the design and implementation.

The first step was to segment the markets and build targeted media lists. For VYCON, these lists were Crane/Port/Cargo, UPS/DataCenter, and Rail. Hurley immediately started building relationships with the most high profile editors and influential people at the

Elegance Technology – Case Study

In mid-2004, Elegance Technology, a young software consultancy and developer of software development productivity tools, was ready to launch their first product - C Sharpener for VB.

C Sharpener for VB is aimed at C# programmers who are interested in converting existing VB.NET subprojects for use in C# applications. Given the niche market for C Sharpener for VB, founders Roger Jack and Clifton Kussmaul felt that a marketing firm with good editorial relationships in the software development world was essential to help them make the most of their launch. They selected Judy Schramm and Victoria Rierdan Hurley (the public relations arm) of JMR Consulting.

After studying the product, Hurley wrote a compelling press release and set to work with the media. As a result of targeted pitching, good editorial relationships and a solid roll-out plan, articles on C Sharpener for VB appeared in the following publications:

• MSDN Magazine
• SD Times
• Visual Studio Magazine
• Dr. Dobbs Journal
• DevSource