CommVault Systems introduced the Simpana 7.0 software suite in July of 2007. It was the largest launch in the technology company's history and introduced its new form of messaging, showing that it was moving away from a point-based data management strategy to a more well-rounded information management approach.
"Because we have one core technology release, we wanted the Simpana 7.0 launch to be the springboard for any additional announcements that we made thereafter," said Dani Kenison, director of global corporate communications for CommVault.
The team designed the campaign as a true technology launch, Kenison says. "Everyone was thoroughly briefed and we had the right points in place as far as customers and metrics and data points," she says. "We made a real effort to make sure our reporters had enough information to do the stories they needed to do and appropriately position the product in the market."
Lois Paul & Partners (LP&P) was brought on only three weeks prior to the launch, because CommVault wanted a more niche-focused agency that could reach out to technology media.
The agency scheduled more than 60 meetings with key media players at IT and storage media publications, introducing them to the software program and the new vision from CommVault, and offering customer testimonials on the software suite. There were two press and analyst tours: One in the UK and one in the US.
Media outreach garnered about 100 pieces of coverage, says Don Jennings, VP of LP&P. CommVault also reported 8,000 customers at the end of FY 2008, up from 6,900 reported at the end of FY 2007, prior to Simpana 7.0's release. All of these metrics "show the massive success this launch has had," Kenison says.
Simpana 8.0 is next. Kenison declined to give details, but says the company usually runs on an 18- to 20-month cycle, with the next launch around the start of 2009.
PR team: CommVault (Oceanport, NJ) and Lois Paul & Partners (Woburn, MA)
Campaign: Launch of Simpana 7.0
Duration: March-July 2007
Budget: about $50,000