SOUTH PORTLAND, ME: Fairchild Semiconductor selected Topaz Partners for a six-figure contract to help broaden its coverage and brand awareness.
Topaz plans to promote semiconductors' role in powering microprocessors and ways the technology can enhance energy conservation, especially amid coverage of microprocessors like AMD and Intel.
"We don't want it [to] seem like we have an inferiority complex," explained Claudia Innes, marketing director at Fairchild. "You have to explain the difference. Obviously, the processors are the brains behind the appliance, but you need [semiconductors] to power the processors."
Tony Sapienza, principal at Topaz, said the team will leverage the public's current interest in green issues to tout semiconductors' role in reducing energy consumption.
"We're looking for issues-driven stories about the energy crisis and brownouts to show the media the role of semiconductors," he said, adding that goals include increasing the company's media exposure outside of product launches.
Tactics will include traditional media relations and exploring online and new media options. Outreach will expand on the company's coverage in the semiconductor trades, but also include tech titles, such as Information Week, eWeek, and InfoWorld, and mainstream business media like The Wall Street Journal, added Sapienza.
Innes said Fairchild initiated a review after consolidating its internal marketing and PR efforts with an eye toward efficiency. The incumbent agency, WelComm, was among the firms that pitched.
"We had a great run, but they needed to make a change," said Matt Naraghi, president of WelComm.
Innes added that Fairchild selected Topaz because of its experience with technology and business, in addition to its grasp of the technical nuances of the semiconductor industry.