| |
Case Studies
Conduct a successful launch of SchlumbergerSema’s smart card technology
into the North American markets. Also, change the perception of Schlumberger
as being focused only in the oil and gas industry to include an awareness
of the company’s networking, semiconductor and security capabilities.
For the purpose of this case study we will address SclumbergerSema’s
smart card market challenge. Smart cards were perceived as a successful
technology in Europe, but not in the US. The market perception would need
to change and included in it were reporters, analysts, industry leaders,
standards organizations and the market as a whole. This PR program needed
to be sensitive to smart card’s history in US of slow adoption,
few success stories and companies who had abandoned this market.
Schlumberger was readily recognized in Europe as a leader in smart card
technology. At the same time the company was developing a growing reputation
in the U.S. for the success of its Network Systems and Semiconductor Solutions
divisions. The purpose of The Bernard Group’s (TBG) PR strategy
was to build a positive entry and perception for Schlumberger’s
smart cards into the North American markets and to help educate and create
awareness of the use of smart card technology in a number of vertical
markets including, retail, education, security and government.
The Bernard Group worked with Schlumberger executives to identify target
markets and a highly visible communication strategy. Schlumberger had
a number of untapped opportunities that TBG leveraged including high-profile
executives, customers, partners and vendors. In addition, TBG targeted
high-growth applications for smart cards in North America in three key
segments: mobile communications, information security and financial/banking.
TBG focused on leading vertical publications, as well as the technology
publications. This coverage included interviews with key SchlumbergerSema
executives to establish thought leadership, press conferences, speaking
opportunities and panel participation in the leading trade shows, seminars
and conferences of each of the vertical market segments. In addition to
wire services, every press release was sent to the technology editor of
each of the three vertical’s leading publications where key relationships
were developed.
TBG also produced white papers that covered major technology and social
issues regarding adoption of smart cards. Working in conjunction with
SchlumbergerSema, these were converted into articles that were placed
in the leading pubs in the three verticals.
TBG staged a national press conference with SchlumbergerSema, the Department
of Defense and EDS to announce the launching of the U.S. Army’s
smart card ID. At the event the Under Secretary of the Army signed up
for the first card. Over 150,000 soldiers would receive the military’s
first smart cards in an effort to provide a complete revolution in security
and identification.
In addition, TBG built strong ties with the Smart Card Alliance, a non-profit
organization that included banks, credit card institutions and leading
retailers. While supporting their effort to grow membership and drive
an education campaign for the North American markets, TBG was able to
leverage all the high-profile members to build greater awareness of Schlumberger’s
effort. TBG’s work would later result in it being named PR agency
of record for the Smart Card Alliance.
Over the course of a ten month period, TBG obtained:
- Interviews with US News & World Reports, Red Herring and
Newsweek as well as 120 other interviews
- 2-page feature in the local newspaper, the Austin American-Statesman
- Inclusion in Newsweek magazine's cover story on security
- Cover story in Card Marketing magazine
- Received 395 other clips/hits including the Wall Street
Journal
- Attended 11 tradeshows, which resulted in 50 media and analyst appointments
- Arranged public relations for a joint SchlumbergerSema and Department
of Defense event in Washington, D.C., which generated 44 media hits
including including Fox News, CNBC, Reuters, CNN and Associated
Press. Attended by the Under Secretary of the Army who signed up
for the military’s first smart card, which were later issued to
over 150,000 soldiers
|
|
|
The
Challenge
The
Strategy