Taurus ranks among Zone Labs top International PR teams in USA
Taking Zone Labs to market
Award-Winning Internet Security Leader
Zone Labs, a Check Point company, is the household name behind the award-winning ZoneAlarm products that protect millions of PC users around the globe from the threats of spyware, hackers, viruses, spam and more. Based in the US, Zone Labs offers some of the most successful and trusted Internet security products available worldwide.
Australian Market Entry Strategy
With no office set up in Australia, Zone Labs appointed Taurus as its on-the-ground media team to raise the profile of its consumer products in the region. Selected for its proven expertise in delivering PR results for the IT industry, the Taurus informed approach delivers influential media coverage and keeps the Zone Labs name at the forefront of the industry in Australia.
Communicating the Zone Labs message in Australia
The Taurus media tour delivers stand out coverage
Microsoft Competition Challenge
Zone Labs General Manager Laura Yecies comments, “A major push for us now is to compete on the playing field with Microsoft as they approach the launch of their first antivirus software. Our aim is to educate consumers why they need a solution beyond Microsoft and why ZoneAlarm is essential for PC users on the Net.”
Strategic Media Tour Execution
To educate the market in the lead up to the Microsoft launch, Taurus organised a media tour for Laura Yecies and Ally Zwahlen. The two day schedule was action-packed with seven interviews lined up by the Taurus team with tier 1 media including The Sydney Morning Herald, PC User, PC Authority and ZDNet.
“Of all the international agencies agree, Taurus did an amazing job of setting up interviews that directly correlated to coverage. The ZDNet interview resulted in one of the best feature articles tackling the Microsoft antivirus issue, and that story had great reach.”
– Laura Yecies, General Manager, Zone Labs
The Taurus Bullseye™ strategy positions Zone Labs as experts
To win Zone Labs mind share with journalists, Taurus instigated a trend spotting campaign to identify looming threats and swung into rapid response mode around the announcement of emerging nasties.
Further strengthening media relations with the Zone Labs brand, Taurus hosted a night at the movies for IT journalists to see the Harrison Ford movie Firewall. This was a well received, fun event that engendered goodwill among journalists and editors.
“We’ve seen a significant increase in media coverage and, business wise, this definitely puts us front of mind with consumers.”
– Laura Yecies, General Manager, Zone Labs
Taurus thinks beyond PR
Ally observes, “Taurus looks outside the standard PR function to come up with marketing ideas that are measurable and compliment the strategic objectives. They secured a magazine cover mount of our product, and we could quantify how many people went on to buy the product as a direct result of that trial.”
Quality and communication drive the long distance client-agency partnership
Excellence in Long-Distance Partnerships
“Taurus is an excellent fit for us, both for the high quality of their work and the calibre and personality fit of our Account Manager and Account Executive”, comments Ally.
Describing the long distance relationship she explains, “Good communication between agency and client is vital. We set aside time for a weekly phone call every Tuesday and then re-cap on anything via email. It’s a great working relationship.”
“The outstanding coverage achieved by Taurus in Australia has been picked up in other regions so the impact was huge, and it has showed us all just what is possible.”
– Ally Zwahlen, International Public Relations Manager, Zone Labs
“I work with PR agencies internationally and the best are those that allow the client to feel they are thinking about your business all the time, and are always alert for ways to promote you – they never switch off. This is Taurus.”
– Ally Zwahlen, International Public Relations Manager, Zone Labs
What Taurus did for Zone Labs
- Taurus Bullseye™
- Public Relations strategy
- Market trend spotting
- Proactive media relations
- Product launches
- Media tours
- Media events
- Analyst relations
- Local representation in global market
- Strategy & planning
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