SAN JOSE, CA: Aspect Communications has chosen Phase Two Strategies as its agency of record to help the company raise its profile and prepare for improved economic conditions.
Aspect, with almost $500 million in revenues, provides business communications software for telephone, e-mail, and web applications. The company reviewed 12 agencies, and whittled down the field to four candidates.
CEO Beatriz Infante met with each shortlisted firm. "We wanted to see which firm would be able to work with her, explained Lakshmi Bakshi, vice president of public and analyst relations.
The company previously retained a "global firm, but Bakshi said it did not want to go that route again. "We wanted to make sure we got the attention - that we were a very visible account for the firm, she said.
Choosing an agency was one step in a coordinated marketing plan to increase the company's brand visibility. In a report published in February, Gartner reported favorably on Aspect's market-leadership capability. That kind of third-party endorsement is what Aspect is keen to capitalize on now.
Customer references also form a significant part of the strategy.
"What we are doing with PR this year really fits into a larger marketing vision, said Bakshi. "We want awareness for our vision to be really high as the economy comes out of the downturn."
A large piece of the strategy focused on positioning executives. "We want to increase the role the executive bench plays in outbound communications at the C-level and VP level, she said. "You can't go dark or not be out there talking to journalists covering the space."