ENTERPRISE TECH: BRANDS BUILT BY AIRFOIL

Much rests on your company’s next big thing: market price, competitive standing, employee confidence and your reputation as innovation leaders.

Our work for major enterprise brands has created a wealth of best practices and media relationships that can be leveraged for your next product launch.

Airfoil has the messaging, marketing and media relations solutions and services that help you outpace the competition, create new categories, and win awards and the accolades of your peers.

POSITIONING ALTAIR AS A “HIGH-TECH” COMPANY TO WATCH

BRAND MESSAGING,

MEDIA RELATIONS,

CREATIVE STORYTELLINGAltair, a Michigan-based global

engineering company, is focused on

changing the way companies design

products and make decisions. Altair

turned to Airfoil to help demonstrate

and drive brand awareness of its global

operations, success and expertise. Airfoil

developed a strategy to strengthen

Altair’s brand awareness as a “high-tech

company to watch,” by showcasing the

domain expertise of its people and

technology.

Airfoil created external relevancy for

Altair’s corporate brand by aligning the

company and its people with high-tech

innovation. Airfoil tailored storytelling to

increase the value and quality of stories

across strategic national media outlets,

leveraging emerging and poignant trends

such as MPG regulations, lightweighting,

sports technology, the convergence of 3D

printing and engineering, and nature-

inspired design to cultivate relationships

with influential audiences.

Airfoil’s efforts led to hundreds of

engagements with news media and

industry analysts. Altair was featured in

a full-page article in Forbes, a

Bloomberg BusinessWeek Innovator

column on the company’s CMO, and

feature articles in the Wall Street

Journal, WIRED, Popular Mechanics,

Fast Company and the New York Times.

THE CLIENT CHALLENGE THE AIRFOIL SOLUTION THE RESULTS

“Today’s most advanced engineering software is taking us

back to nature.”

-Forbes

DATA DRIVEN STORYTELLING

“A lot of times you can

get better deals on eBay

than on a retailer’s

website. . . It’s an amazing

place to score discounts.”

-USA Today

MEDIA RELATIONS

eBay wanted to build upon its ongoing

holiday shopping program and position

itself as the retail destination for

consumers seeking the largest selection

of holiday deals and inventory. Its

objective was to enhance eBay

prominence and message placement in

the media and increase the volume of

unique, ownable eBay “holiday” stories.

Airfoil targeted deals reporters and

national consumer media to push out

trends, data and deals during the holiday

news window, while managing a news

bureau to provide media with eBay

resources and data to inform their

stories. The team leveraged executive

quotes, velocity stats and eBay trending

data to control messaging around scarce

items that might skew negative due to

high list prices.

The program generated nearly 250

stories and more than 3.4 million

impressions during the holiday season,

a 76 percent increase in volume over

the previous year. The increase in

coverage made eBay competitive with

dominant retailers during the holiday

season.

THE CLIENT CHALLENGE THE AIRFOIL SOLUTION THE RESULTS

76%Coverage Volume

17 YEARS OF PARTNERSHIP

MEDIA RELATIONS,

THOUGHT LEADERSHIP

DISCRETE PROGRAMS Microsoft was looking to build a bridge.

A chasm separated the tech giant from

small-business owners and consumers,

many of whom saw Microsoft as a global

corporation existing only to serve other

huge companies.

Airfoil helped Microsoft establish a

deeper connection with consumers,

small businesses and local enterprises.

The agency also provided the compass

to help navigate the unpredictable,

ever-evolving terrain of digital

communications.

Airfoil’s work began by establishing

meaningful relationships with influencers

and media. To get Microsoft’s story told,

Airfoil developed media and content

strategies focused on making the tech giant

more relevant to a wider variety of

audiences. That strategy included

generating campaign-driven media relations

programs in 25 major U.S. markets.

Airfoil also leveraged thought leadership

contributions attributed to Microsoft

executives that reached key audiences via

syndication.

THE CLIENT CHALLENGE THE AIRFOIL SOLUTION THE RESULTS

“You Guys Rock!”

-Steve Fielding,Senior Marketing Communications

Manager, Microsoft

Airfoil’s work spanned local and global

markets alike, boosting awareness and

engagement with Microsoft’s extensive

portfolio of products. For the better

part of two decades, Airfoil’s diligence,

versatility and flexibility helped

Microsoft forge a stronger relationship

with small-business owners,

consumers, enterprise customers and

partners alike.

Download our full historical program.

ENGAGING RETAIL DECISION BUSINESS MAKERS

MEDIA RELATIONS

THOUGHT LEADERSHIP

BYLINE PROGRAM For over a decade, Airfoil promoted the

omnichannel retail expertise of

ecommerce start-up Fry, which was

eventually acquired by Micros and then

Oracle. Airfoil educated the market on

Micros’ omni-channel retail strategy and

elevated awareness of its corresponding

product suite and market leadership.

Airfoil led numerous media relations

campaigns targeting the leading retail

trade outlets with a series of tailored

news pitches, customer testimonials, new

product announcements, new customer

announcements and byline articles.

Airfoil utilized the founder’s successful

startup track record to position him as an

expert source on ecommerce trends to

the New York Times and USA Today. The

founder was a frequent go-to source

during the holiday shopping season.

THE CLIENT CHALLENGE THE AIRFOIL SOLUTION THE RESULTS

Micros-Retail’s omnichannel

solution will allow us to deliver strong business growth while providing a

unified experience for our customers

across all channels.

Over the course of one 12-month

period, Airfoil placed more than 30

news stories in retail outlets such as

Chain Store News, Stores Magazine,

Internet Retailer, RIS News, DigiDay, and

Bloomberg BusinessWeek. Airfoil also

secured coverage in USA Today which

was syndicated to several daily

newspapers in major metro markets

throughout the U.S.

BUILDING NVIDIA’S AUTOMOTIVE BRAND STORY

CREATIVE STORYTELLING

MEDIA RELATIONS

SPEAKING ENAGEMENTSWhile well-known in the technology

industry, NVIDIA, the inventor of

graphics processing units for gaming

and professional markets, wanted to

showcase its work with domestic

automakers. In the absence of “hard

news” for the auto sector, Airfoil used

creative storytelling to make NVIDIA a

known automotive player in Detroit

and Silicon Valley.

Airfoil booked speaking engagements at

CAR MBS, CES, SAE World Congress,

Ward’s Interior Conference, Connected

Car Expo and Telematics Update. Airfoil

then announced the opening of NVIDIA’s

Ann Arbor tech center and secured media

coverage in key publications such as

Forbes, Engadget and Crain’s Detroit

Business. At the end of the program,

NVIDIA was engaged in talks with the “Big

3” about adding its technology to their

vehicles.

THE CLIENT CHALLENGE THE AIRFOIL SOLUTION THE RESULTS

“NVIDIA… pairs a Tegra chip with a more advanced discrete GPU to

give carmakers an idea of the future…”

– PC Mag

Media Recognition

78media

stories

11speaking

engagements

57media

briefings

Media Coverage & Speaking

NVIDIA went from 25

percent of the media

recognizing its brand

across auto and tech,

to 97 percent at the end of the program.