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 Trendium is a software development company with an innovative new service intelligence system solution for network and content service providers. The company was created in 1998 and is based in Sunrise, Florida. It opened an EMEA headquarters office in Sophia Antipolis, France, in October 2000.
CARNAC was recruited by Trendiumto contribute to the company's European Market launch by setting-up and managing PR activities in 5 main European countries and assisting in the development of its marketing programs.
Press activities
CARNAC launched Trendium's press activities in the UK and France initially. We organised an Executive PR tour to introduce both Trendium's CEO and General Manager Europe and met with 10 key editors in these countries over three days. From February to June 2001, we issued 5 press releases and translated them into local languages.
Marketing and Business development Programs
In May 2001, CARNAC worked with Trendiumon its presence at TMW-TeleManagement World Forum in Nice. Trendiumhad its own stand and was also part of the IP VPN Management catalyst project. It hosted a cocktail reception to present the future of Service management with speakers from both Trendium's Executive team and leading industry players from GKM, Telemanagement Forum, GTS and Lucent.
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 Market Launch
CARNAC developed the European Marketing Plan for Altiga Networks which was, at that time, still a new player in the VPN Solutions market. Altiga was subsequently acquired by Cisco in Q1 2000.
Press launch
Altiga's requirements was to raise its European profile, and to develop a lead generation program. This involved:
- The recruitment and management of various European PR agencies
- Co-ordinating press releases
- Recruiting a clipping service
- Organising a European Executive Press Tour.
- Creating Product Reviews.
In five days European Press Tour we scheduled almost 30 hours of interviews, and accompanied Altiga at meetings with 23 journalists. Meeting face-to-face with the most influential editors in the client's market allowed Altiga to raise awareness of their company and give credence to their products in these new countries.
We created a press pack specifically for this tour and followed up each interview, arranging product demonstrations, sending white papers etc.
Lead Generation
In a separate exercise, Altiga asked CARNAC to develop a lead generation program, including a direct mail campaign, for their target markets of the UK and Germany. This entailed sourcing and purchasing a database mailing list, creating the mailing piece and organising the fulfilment and postage. We created both the content and the design of the mailing piece, including a reply mechanism, and arranged for it to be produced in both English and German.
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