FAIR LAWN, NJ: Maxell North America has selected JPR Communications to help the company reestablish itself as a market leader.
"We consider JPR to be a specialist in the data-storage industry, since they primarily service data-storage clients, said Dawn Wortman, senior marketing manager at Maxell North America. "JPR was highly recommended by industry spokespeople and editors."
JPR will leverage Maxell's more than 30 years of producing tape and optical data-storage media to position the company as a technology expert and market leader, Wortman added.
"From where we sit, Maxell has done a lot of the same as other media companies, said Kezia Jauron, account director at JPR. "They've failed to make a lot of noise. Brand matters."
Jauron hopes to make some noise with extensive media outreach, and showcase Maxell at upcoming IT trade shows.
Despite the difficulty in generating media interest in data storage, JPR had successfully worked with the media before on behalf of clients such as 3M.
Expanded media outreach fits with Wortman's goals of "educating the buyer, seller, and end-user, she said. "We have a very strong consumer brand strength. We want to boost our reputation in the data-storage industry to this same level."