THE CHALLENGE

ICON worked closely with Siebel Systems over an extended period to build the organisation's profile in Australia and New Zealand and to position it as an "industry thought leader". The objective was to also provide support to the sales and marketing function, including assistance with lead generation.

THE SOLUTION

The ongoing program designed and executed by ICON supported these strategic objectives with a comprehensive campaign featuring the following tactics:

* Regular media briefings with visiting and local executives;

* Media releases announcing new wins, research findings, new office openings and appointments;

* Customer case studies;

* Technology analyst outreach programs;

* Coordination of regional PR activities;

* Media training of local spokespeople;

* Marketing support including lead generation, speaker platforms and regular market intelligence reporting.

THE RESULTS

The communication program achieved consistently impressive results for Siebel, including interviews with leading business and financial publications such as the Australian Financial Review, The Australian and Business Review Weekly.

Regular coverage was also generated in major IT magazines and Siebel regularly out-pointed all competitors in terms of share of voice.

Many of the activities also supported lead generation, with several pieces of new business tied directly to the public relations campaign.