BlueCat Networks

Learn how the PAN team built strong U.S. media and analyst awareness for their Canadian client in just two weeks.

BlueCat Networks offers a true Enterprise-Class IP address management (IPAM) platform in the form of proven, secure, reliable and scalable network appliances. The Proteus Enterprise IPAM Platform gives administrators a superior IP address management solution that integrates IP inventory tracking and allocation, along with DNS and DHCP management. With BlueCat Networks, administrators can now design networks with a simple conceptual view, then deploy and manage them across their entire organization.

The Challenge

"My team at PAN is a true extension of our internal marketing team. I’ve been impressed with their professionalism and dedication from day 1. Not only have they demonstrated exceptional media savvy, dedication to accountability and consistent communication through daily updates on activities and outcomes – at times I feel like I’m their only client."

David Martinek
Director, Marketing & Communications

Canadian-based BlueCat Networks hired PAN Communications to quickly build strong U.S. media and analyst awareness. The PAN team needed to instantly generate momentum as BlueCat was announcing a major new product release and participating in their two most significant industry events within just weeks of signing on with the agency.

The Approach

The agency hit the ground running, reaching out to influential technology analysts at IDC, Gartner, Forrester, Quocirca, and Freeform Dynamics, as well as reporters at eWeek, WSJ, Computerwire, CSO, TMC, Windows IT, InformationWeek, TechTarget, Realtime Windows, Dark Reading, Canadian Business and InfoWorld.

PAN’s strong alliances with these individuals paid off, enabling the team to secure 18 media briefings and seven analyst briefings out of the gate. Additionally, the team was intent on establishing BlueCat Networks as a thought leader through an aggressive PR program, positioning the CEO, Michael Hyatt as an industry visionary.

To further secure BlueCat Network’s position, PAN engaged in a multi-faceted campaign involving product reviews, press releases, speaking opportunities, and award submissions. In the first three month’s of the relationship, PAN produced eight press releases covering a range of topics, from product and corporate announcements to customer events and industry awards.

The Results

PAN has already gained significant traction on behalf of BlueCat Networks. To date, the company has secured news coverage, editorials, and podcasts in media outlets such as TMCNet.com, InfoWorld, eWeek, CNet, Realtime Windows; a winning product review in NetworkWorld; and 125 posts of BlueCat Networks’ press releases. This is only the start, however. These early efforts have generated considerable momentum. The team piqued the interest of the industry’s foremost analysts and reporters, and looks forward to extending the BlueCat brand in the coming months. This includes a pending story in the Wall Street Journal.