Premier jo&co client continues into fourth year
also in this document:
jo&co Produces Results | jo&co
Helps Helius Refocus | Media Plan | Enduring
Relationship
All clients of Johnson & Company (jo&co), The Virtual Agency
™, are important. But as jo&co's first public relations client,
Helius Inc., a developer of customer interface solutions for
broadband satellite applications, holds a special place within
the agency and especially for Jennifer J. Johnson, principal
and senior marketing strategist. In the almost four years
since Johnson & Company has represented Helius, the Orem,
Utah-based high-tech organization has had some major strategy
shifts. jo&co has been with the firm the entire way.
Johnson & Company produces results for
Helius
"We weren't seeing the results we wanted with our previous
PR firm," says Dan Broadbent, vice president of marketing
for Helius. "We started looking for a new agency and found
Johnson & Company."
According to Broadbent, Johnson jumped right into the work
to produce incredible results. One of Johnson's most impressive
attributes was her ability to detect the subtle differences
between Helius' and its competitors' products. Because of
this uncanny ability, she has maximized those differences
in her internal communications with Helius as well to outside
customers, including the media.
Johnson has conveyed this knowledge to the team of jo&co
associates who have also worked on the Helius account. Currently,
Ann Jardine Bardsley, account executive at jo&co, manages
the account and has obtained incredible success with media
hits and press tours. Over a 20-month period, Bardsley tracked
more than 80 mentions in a variety of industry and business
media outlets.
jo&co helps Helius refocus
In March of 1999, as part of its on-going strategy sessions
with Helius, jo&co met with the company's executives to identify
vertical and general audiences. After Helius' presentation
on vertical and general markets, Johnson and Bardsley, took
a bold stand and suggested Helius restructure its business
plan to target original equipment manufacturers (OEMs) rather
than education, accounting and real estate vertical markets.
With this in mind, Bardsley presented Helius with an integrated
marketing plan. This plan identified influential trade publications
where the coverage would benefit Helius and helped establish
the company as the premier developer of customer interface
solutions for broadband satellite applications. The plan would
also position Helius as an innovative technology company with
stellar business acumen.
Bardsley's plan for obtaining press coverage included developing
a press release schedule, identifying top-tier editors, reviewing
editorial calendars, targeting bylined editorial opportunities,
obtaining speaking opportunities and leveraging attendance
at industry trade shows by scheduling interviews with significant
press attendees.
Aggressive media plan attracts attention
This aggressive media plan is also credited, in part, with
attracting the attention of electronics giant Philips Digital
Networks, a business group of the Philips Consumer Electronics
division. The two companies formed a strategic alliance that
has helped Helius continue its focus in the OEM market. Additionally,
Sican Microelectronics Corp., one of the largest independent
technology licensing and design services companies worldwide,
became interested in partnering with Helius as a result of
watching Helius in the press.
Enduring relationship unique
As a Ray Noorda/Canopy Group Investment Company start-up,
Helius has grown to see some incredible changes and advancements
in the satellite marketplace. In this fast-paced industry,
sticking with the initial PR and marketing agency from the
beginning is almost unheard of, but Helius was impressed with
jo&co's results. The relationship that jo&co and Helius have
developed during the past four years is a testament of working
together, communicating effectively and respecting each other
and the job each has to do.
Client
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