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Technology Analyst Relations Case Study

Situation

• Although Exanet, a NAS software-based storage solution provider, had managed to set the industry benchmark in performance within an industry largely dominated by multi-billion dollar corporations, the company was still perceived as a small start-up with an inferior product.
• Ruder Finn Israel was appointed by Exanet to devise a media communications campaign with the aim of strengthening and enhancing the company’s brand awareness and reputation throughout the world.

Program

• Ruder Finn leveraged Exanet’s unique technological attributes to attract attention from media and analysts from around the world.
• We coordinated media tours and scheduled interviews and briefings with top-tier media personnel and analysts at trade fairs and forums in the data storage, media and entertainment industries.

Results

• As a result, consumers, analysts, and members of the media began paying greater attention to Exanet and its role in the development of the data storage industry around the world.

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