HYBRID DRIVE LAUNCH
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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PRODUCT ADOPTION
BUSINESS CHALLENGE/OPPORTUNITY
Prepare second generation of Seagate Solid State Hybrid Drive for general availability after first iteration of product fell short of performance expectations.
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COMMUNICATIONS AND PRODUCT PREPARATION STRATEGY
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Implement rigorous beta testing program with top-tier reviews press to ensure that product delivered on performance claims and was ready for launch and product reviews
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Mount aggressive news and product reviews program to help generate a groundswell of positive global press coverage
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Drive positive global news coverage by, in part, leveraging industry analyst references
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Stage analyst day to brief Gartner, IDC and other major analyst firms on second-generation drive and to build analysts' confidence in product's market readiness. Feature live head-to-head performance demo with competitive drives to highlight the product's price-performance superiority
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Generate OEM, distribution channel and end-user demand for the Seagate Solid State Hybrid Drive
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Establish Seagate as a technology leader in the market for solid state hybrid drives
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RESULTS
This PR push to help prepare the product for launch generated overwhelmingly positive global news and reviews coverage and successful market adoption, vanquishing any doubt of Seagate's solid state hybrid drive leadership.
