What are your client's media goals?
Kristina LeBlanc: Allot Communications is a leader in DPI (deep packet inspection) technology, which inspects enterprise and service provider networks to enable a better understanding of user and application traffic patterns. The Israel-based company wanted to target top-tier US-based IT media to build its presence and drive sales in the US.
What made Computerworld such a good hit? How did you reach out to the editors there?
LeBlanc: Computerworld is the top magazine for enterprise network managers, which is one of Allot's primary audiences. Porter Novelli's Boston office has a deep technology heritage and strong relationships with reporters in this space. We thought Computerworld's Matt Hamblen would be great for this story so we pitched him via e-mail and followed up with phone calls.
Was the inclusion of a customer, in this case Ball State University, the key to getting Hamblen's interest?
LeBlanc: Exactly. We didn't even provide an Allot executive for an interview. [Hamblen] was interested in the customer story, [so] we worked with Ball State's enterprise network engineer Chris Cahoe, and the hook we used was back-to-school, which provided an interesting angle for an IT trade.
What support material did you provide to clinch the placement?
LeBlanc: Our focus was media with value for both Allot and the customer, including positioning the customer as a visionary within its peer group. We gave [Cahoe] information on Computerworld, but encouraged him to tell the story of working with Allot in his own words.
What was the impact of the hit?
LeBlanc: The hit was great because it included comments from Cahoe that positioned Allot as offering distinct advantages over competitors. It was exactly the kind of media Allot wanted to help it strategically expand into the US. They were beyond thrilled with the placement.
Name: Kristina LeBlanc, account manager, Porter Novelli (Boston)
Placement: Computerworld, September 17, 2007
Pitch timeline: One month