Overland uses product launch to overhaul image

Jillian Mansolf hired Bhava Communications to help overhaul the company's image by modernizing all external touchpoints and simplifying messaging.

Client: Overland Storage (San Diego, CA)
Agency: Bhava Communications (Berkeley, CA)
Campaign: Overland Storage Relaunch
Budget: $146,000
Duration: August 2009-April 2010

Overland Storage is a 30-year-old company that provides data protection and data management products for the government, education, and business sectors. Jillian Mansolf, who joined as VP of global sales and marketing in July 2009, hired Bhava Communications last August to help overhaul the company's image by modernizing all external touchpoints and simplifying messaging.

“We weren't out with our voice, and our image was tired,” Mansolf says. “The exterior didn't match the interior at all. We needed to update our image and communicate better with analysts, press, and partners about who we are, what we do, and our future plans. We sell into a complicated market, but we have to be much smarter in ensuring people understand us.”


Bhava principal Elizabeth Zaborowska says all touchpoints to media, analysts, investors, prospects, and customers were revamped. The image relaunch was timed to coincide with a new product launch (SnapServer SAN S2000) in February. Zaborowska explains that the product launch provided the perfect opportunity to showcase Overland's new image and position it as an innovator with a growing product line.

Outreach included analyst, media, and blogger relations. Social media presence was also established.


The team developed a new vision statement, logo, website (overlandstorage.com), web content, and collateral. Overland's tagline was changed from "End to end Data Protection" to "Effortless Data."

In addition to analysts, the team targeted trade and financial media and bloggers and initiated frequent briefings with Overland's CEO and Mansolf. Word was also spread via email blasts and investor RSS feeds.

Twitter, Facebook, LinkedIn, and Wikipedia pages were created. Messages pushed out included information about the new image and product launch, plus links to relevant coverage.


Mansolf calls the campaign “hugely successful,” noting that the image change helped remove selling obstacles. She reports branded disk sales to date in 2010 have more than tripled compared with the same period in 2009. In addition, Overland's stock price rose from $0.60 on August 3, 2009 to $3.50 on April 9, 2010 and NASDAQ removed a delisting threat from the company.

The campaign garnered more than 120 pieces of coverage, which Zaborowska says is a 300% increase on the whole of 2009. She also notes that briefings increased positive sentiment and awareness.

Web traffic in Feb, March, April, and ongoing has been growing at 60% per month. Overland also attracted 667 Facebook fans and 558 Twitter followers.


Bhava became AOR in December and social media-based contests for customers and partners launched in May. The team is also preparing for new product launches and increasing Overland's thought leadership through various channels.



Vision statement:


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