CORPORATE POSITION STATEMENTS
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PRODUCT ADOPTION
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
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​Build brand and credibility for Seagate in the security market
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Groom the market through education on the operation of the drive and requirements for enterprise deployments of self-encrypting laptop PCs
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Generate end-user demand for self-encrypting laptop PCs to help spur adoption by laptop makers and drive sales
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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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Sample Press Coverage
Site Title
Site Title
PRODUCT ADOPTION
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.
​
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
​
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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ISSUES MANAGEMENT
BUSINESS CHALLENGE/OPPORTUNITY
Combat perspectives on technology issues within the industry that run counter to the company’s own position and business investments,
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COMMUNICATIONS STRATEGY
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Develop fact-based, well-researched corporate position statements, or Point of Views, to defend the company's technology and market positions
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Publish POVs on the corporate website and distribute copies to industry and financial analysts, the press and other key influencers to help shift perspectives within the industry to the company's favor
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RESULTS
Evangelized to support the adoption of solid state hybrid drives technologies and protect market share of traditional laptop drives.
