BUSINESS CHALLENGE/OPPORTUNITY

Overcome resistance by major laptop makers to adopt Seagate Self-Encrypting Drive, a 2.5-inch hard drive for laptop PCs, over concerns about the then new, unproven technology. 

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COMMUNICATIONS STRATEGY

• ​Build brand and credibility for Seagate in the security market

• Groom the market through education on the operation of the drive and requirements for enterprise deployments of self-encrypting laptop PCs

• Generate end-user demand for self-encrypting laptop PCs to help spur adoption by laptop makers and drive sales

• Establish Seagate as a thought and technology leader in the laptop security market

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RESULTS

This multi-year public relations campaign helped drive worldwide OEM and distribution channel adoption of the Seagate Self-Encrypting Drive.

 

Sample Press Coverage

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