Case Studies
University Public Relations: University of New Hampshire InterOperability Laboratory and Moonv6
Subudhi Consulting Group, Inc. (SCG), a strategic and tactical public relations, marketing and communications agency for companies, concepts, and events, was retained in the summer of 2007 by the University of New Hampshire-Interoperability Laboratory (UNH-IOL) to develop and implement a public relations program for Moonv6, the world’s largest multivendor IPv6 network. During this time, the UNH-IOL was facilitating a series of multi-vendor application tests to assess how well basic enterprise networking fared over IPv6.
Since its founding in 1988, UNH-IOL has become one of the industry’s premier independent proving grounds for new technologies. The laboratory was established with the dual mission of providing a neutral environment to foster multi-vendor interoperability and conformance to data communications networking standards while preparing students for careers in the industry.
SCG developed a two-month, high impact public relations campaign around the Moonv6 tests to meet three overall objectives for the UNH-IOL. Creating awareness among IT influencers about the cutting edge research and development happening at the lab was especially important as the lab is dependent upon equipment donations from major IT companies. The donations help expedite development cycles and provide an increased level of service offerings above and beyond what regular lab membership fees cover. As a membership-driven organization, keeping the lab’s name top of mind was a goal to help attract new members and retain existing members. In addition, a third goal of the campaign was to introduce the lab’s new executive director, Erica Johnson, and position her as an industry leader.
SCG began the campaign by working closely with the lab to develop public relations materials that ensured cohesiveness of UNH-IOL’s messages. The majority of the materials were devoted to preparing the UNH-IOL team for briefings with the media, including prepared talking points, a PowerPoint presentation and media training. SCG also reviewed the UNH-IOL web site and advised the UNH-IOL on how to update the site to best assist members of the press with covering Moonv6.
The public relations plan to address the launch of the latest Moonv6 tests was specifically targeted at leading IT trade press and analysts, selected based on their beat, past coverage of the Moonv6 tests, and coverage of the IPv6 industry. The publications were selected with the goal of reaching three target audiences: influencers and leaders in the information technology industry, individuals working at companies that have the need to test their products and services for interoperability, and individuals interested in the advancement of next generation networks.
Two press releases were developed as part of the campaign. SCG worked with the UNH-IOL team on press release approvals to ensure clear messaging. The release, “UNH-IOL Advances Public Safety Agencies’ Interoperable Communications Capabilities,” announcing the nation’s first interoperable communications network for first responders based on IPv6 was issued via Business Wire on July 2, 2007 at 8:00 a.m. Eastern Daylight Time. The “UNH-IOL Tests IPv6 for the Enterprise” press release was issued via Business Wire on August 6, 2007 at 10:09 a.m. Eastern Daylight Time. SCG developed and distributed a customized pitch to accompany the second release which was distributed to first tier press and analysts to secure prebriefings, and then to second tier press and analysts. SCG continued outreach by conducting follow-up calls to the entire media list.
These efforts yielded superior results. SCG secured four briefings with analyst groups, including Frost and Sullivan, Forrester Research and the Burton Group. SCG also secured eight press briefings with target media, including Network World, Mission Critical Communications, Computerworld, TMCNet, Government Computer News, CIO Magazine, and Federal News Radio. As a result of the release distribution, SCG received media queries from the Sacramento Business Journal, Network World, Military & Aerospace Electronics and Pam Baker, a freelance reporter for a number of IT publications including E-Commerce Times, ECT News Network and IT Business Insider. In addition, two extensive mailing list discussions for industry groups were also effectively executed.
As a result of the two press releases and extensive media outreach, UNHIOL was featured in 17 articles and the on-air story, “An Important IPv6 Meeting,” on Federal News Radio. Coverage was received in the following publications: PCWorld (2), ComputerWorld (2), NetworkWorld (3), TMCnet (2), Military & Aerospace Electronics, SDA Asia Magazine, Converge! Network Digest, Light Reading, Techworld.com, Government Computer News, Mission Critical Communications and CIO Magazine.
The UNH-IOL was included in seven headline features, “UNH-IOL launches IPv6-based network for first responders,” published in Military & Aerospace Electronics, “UNH-IOL Tests IPv6 for the Enterprise,” published in TMCnet, “UNH-IOL Puts IPv6 to the Test,” published in TMCnet, “UNH-IOL Tests IPv6 for the Enterprise,” published in Converge! Network Digest, “IPv6 equipment tested: University of New Hampshire runs series of IPv6 tests,” published in NetworkWorld, “UNH-IOL Tests IPv6,” published in Light Reading and “IPv6 passes first test on applications: InterOperability Lab encounters a few glitches, but programs mostly worked,” published in Government Computer News.
Erica Johnson, the new director of the UNH-IOL, was quoted in 82 percent of the earned coverage. In addition to the articles listed above, Erica was quoted in “FAQ: What you need to know about IPv6,” published in ComputerWorld, “IPv6 Requires Learning Curve for Network Admins,” published in PCWorld, “What You Need to Know About IPv6,” published in PCWorld, “IPv6 will require learning curve for network admins,” published in ComputerWorld, “Is IPv6 ready for the office,” published in NetworkWorld, “Businesses To Need Training for IPv6,” published in SDA Asia Magazine, App tests over IPv6 show mixed results,” published in Techworld.com, “IPv6 Checkup Time,” published in CIO Magazine and “Vista’s IPv6: Not an easy upgrade,” published in NetworkWorld. UNH-IOL was also featured in the article, “California Tests IPv6 Network for Public Safety,” published in Mission Critical Communications.
After the completion the campaign, UNH-IOL received additional coverage in the November 2007 Military & Aerospace Electronics article, “Guest viewpoint: military and aerospace organizations must comply now with IPv6; the security factor compels it.”
