Text version - Nevion Integrated Marketing Case Study

Brief

Nevion is a pioneer in virtualised media production and has been providing award-winning, real-time media transport, processing, monitoring and management solutions to broadcasters, telecom service providers, government agencies and other industries for over 20 years. Nevion designs, develops, markets, deploys and supports Software Defined Technologies to deliver virtualisation capabilities.

Unhappy with the return on investment from its previous agency, in 2015 Nevion engaged Whiteoaks to deliver a range of innovative PR and content tactics alongside event support, analyst and social media engagement.

Approach

Having first positioned Nevion as leading the IP revolution, Whiteoaks designed a new campaign with Nevion’s vision of orchestrating business transformation at the heart.

The campaign tapped into Nevion’s position as an industry leader and its mission to inspire trust among its clients by placing its people at the forefront of the organisation.

Whiteoaks created a variety of PR content in the form of news announcements, case studies and unique insights, including whitepapers, to further cement the company as an authoritative voice within the broadcast industry.

The agency engaged with target media to build coverage on Nevion’s products and solutions from its latest corporate updates and has begun introducing Nevion to the wider business press.

Whiteoaks also supported Nevion at major industry events, IBC and NAB, arranging face-to-face briefings for key company spokespeople with the top tier media outlets to ensure journalists maintain a positive relationship with the brand.

To underpin this media activity, Whiteoaks also managed Nevion’s social media platforms as part of the campaign, in order to promote content, increase brand presence and highlight Nevion’s extensive broadcast industry expertise.

Results

Over three years Whiteoaks has consistently exceeded coverage targets and continued to guarantee high-quality, impactful coverage. This coverage has included and substantiated Nevion’s position as a visionary, increasing its visibility within the broadcast media and placing Nevion at the forefront of developments within its sector.

The strong messaging also helped to secure almost 30 briefings with key journalists and analysts at the leading industry trade shows, NAB and IBC. Media insiders were keen to hear what Nevion had to say about and find out more about where the industry was headed as technology continues to change.

In the last 12 months, more than 200 pieces of trade, vertical and newsletter coverage have been secured and as part of Nevion’s brand journey to focus less on products and more on people, Whiteoaks has also worked with journalists at C-Level publications to promote the company’s corporate message.

The agency has also managed Nevion’s social media streams, utilising campaign content to grow the company’s digital footprint.

Quote

“Whiteoaks’ charging and reporting model and its dedicated multi-functional teams, were initially the main factors for us choosing the agency. This decision has been vindicated ever since by the working rapport we have developed – more of a partnership than and supplier-buyer relationship. The team’s knowledge and expertise in broadcast has increased the visibility of Nevion in the key industry titles, built relationships with influential journalist and continues to ensure our messaging is carried through in both PR and social throughout every campaign.”

Olivier Suard, VP Marketing at Nevion