Case Studies

Industry Leadership: Build Datum as Technology Experts and Valuable Industry Leaders

Datum, Inc., a publicly held company with $132 million in annual revenues, had divisions in Irvine, California; Austin, Texas; Beverly and Lexington, Massachusetts and Munich, Germany. The company was a world leader in the timing and synchronization of today’s global data-centric networks. Their products ensured network integrity, security and interoperability. Datum became the industry’s technological leader for timing and synchronization and was the respected voice for building secure networks for the transport of voice and data communications. Though scarely known outside a vertical industry, Datum’s technology provided vital support to the wireline and wireless industries. In short, without timing and synchronization network traffic would come to a halt.


The Challenge

Due to the market’s lack of awareness of the critical role that timing and synchronization played in the succsessful transmission of voice and data in both public and private networks, there was little market recognition of the Datum name. In addition, the company’s products were highly complex and difficult to explain in terms that even technically advanced audiences could grasp. As a result Datum realized they needed to launch a successful public relations campaign to educate the market beyond just their direct customers, but to include messages that would reach each out to investors and other mid and C-level executives. The Bernard Group’s (TBG) challenge was to simplify the technology and present it in terms that were easy to understand; elevate the importance and awareness of the role that timing and synchronization played in everyday communications; and develop an integrated communications plan that would position Datum as an industry leader. Also, because five different divisions were involved, Datum needed to speak with “one voice” in order to brand the overall company as a world leader in timing and synchronization.


The Strategy

TBG discovered that Datum had a rich history of innovation and patents. Thirty years ago the company actually invented a rubidium oscillator that led to the development of the timing and synchronization industry. Datum had over 150,000 customer end-points using their technology in locations worldwide. Their products were integrated into cellular networks, telephone networks, data networks, GPS satellites, data centers, Web sites and international research centers that serve as precision time sources.
To take advantage of such a successful background, TBG developed a PR campaign that focused on two areas: one at an industry level, the other at the corporate level.


The Tools

On an industry-wide basis TBG used white papers, print and broadcast interviews, by-lined articles, trade shows, speaking opportunities, media/analyst tours and news hooks to convey the importance of timing and synchronization in terms that everyone could understand. To heighten its importance, a ‘buzz” was created that articulated what happened with out timing and synchronization. It highlighted the things you could not do like:

• Send a fax
• Make a telephone call
• Send files or emails
• Conduct business online
• Planes depending on GPS would no longer be able to fly
• Ground transportation would grind to a halt
• The Internet would not be able to function
• Factory production would be disrupted, and so on

At Datum’s corporate level, all divisions began to communicate with a single voice. The unifying message was “World’s Leading Expert in Timing and Synchronization.” Each division’s message was created to support the company’s brand as the timing and synchronization expert. Events, tradeshows, product launches, press releases and news on customers, patents, awards, whitepapers, industry standards were leveraged in developing Datum’s brand effort. Top level messaging included:

• Datum’s 30 year anniversary of Rubidium Oscillator (Inventor)
• Delivery of best practice solutions for timing and synchronization
• Datum, the world leader for reference source timing for GPS
• Best practices for time stamping and propagation
• Secure timing and management standards
• Best TCO for total timing and synchronization

The Results

• Campaign to build Datum as the “worlds leading expert for timing and synchronization” was kicked off with a 30 year anniversary celebration in Datum’s corporate division.
• Roll-out of releases to support Datum as leading expert included, patents, national and global customers, new products and standards and best practices
• Booked Datum’s executives as speakers at high-profile industry trade events
• Secured regular technical by-lines and white papers in major trade publications
• Placed well-received articles that were written to target customers and investors
• Increase in positive reference about Datum’s technology by analysts, reporters and customers
• Ground swell of positive articles on Datum and its technology
• Growing knowledge of Datum’s rich technical expertise making them an excellent target for acquisition.
• Successful purchase by Symmetricom, a competitor of Datum in 2002