CALYSTO COMMUNICATIONS
Company: CALYSTO COMMUNICATIONS, Atlanta, GA
Company Description: Calysto Communications is a public relations and social media marketing firm focused on the needs of the technology industry in the broadcasting, mobile and telecommunications sectors. Our all-senior management team uses an award-winning approach proven to drive sales, create value for shareholders, move toward liquidity or raise overall awareness by directly reaching market influencers.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Low Budget (Under $10,000)
Nomination Title: Reaching a New Audience with a Mobile Message
1. Tell the story about this nominated campaign since January 1 2009 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
The Mission
In June 2009, Calysto Communications faced a challenge. It wanted its client,
Allot Communications – which helps mobile and fixed service providers better
manage their IP and broadband traffic – to take its public relations efforts to
a new level. Specifically, Calysto wanted to expand recognition for the company
among both more mainstream media and mobile/wireless trades and more clearly
establish Allot as a leader in mobile broadband. But Allot’s business was very
technical. So Calysto needed an innovative news hook to capture the attention of
mainstream media.
The Strategy
• Position Allot as an industry leader in this area by telling a “mobile
bandwidth trends” story that would appeal to both trade and mainstream media.
• Create a report with detailed insight and quantifiable conclusions that
focused on how consumers were using mobile services to access data.
• Build credibility for the report and Allot by conveying that the report
data was collected from leading mobile operators worldwide with a combined user
base of more than 150 million subscribers.
The Planning
Calysto worked hard to make sure the report would result in global coverage by
both mainstream and trade media by:
• Ensuring the data was presented in a very “user-friendly” format for
media and analysts by developing graphics that were easy to read and interpret.
• Making sure the report provided a “conclusion” along with its data
findings; many reporters covering the study actually focused on that conclusion
as the main theme of their story.
• Creating a one-page Executive Summary for reporters that made it easy
for them to pull out the most newsworthy findings in the report.
• Helping Allot organize the information based on regional trends to
maximize its appeal to an international audience.
The Execution
Calysto encouraged Allot to think out-of-the-box when it came to releasing the
report, which helped maximize the resulting coverage. The PR firm got permission
from Allot to begin pre-pitching the study a week before it was released.
Calysto also provided the report and press release under embargo to several
analysts and reporters to allow them to review the findings and come back with
questions and/or for interviews. Not only did this build excitement among the
media and analyst community, this approach was part of the reason Calysto was
able to secure coverage in the online version of the The New York Times on the
day the study was released – a story that was picked up by CNNMoney.com as well.
The Budget
The total budget for the PR project: approximately $7,000.
The Results
Calysto secured nearly 20 million media impressions from U.S.-based media alone,
which included coverage in the online version of The New York Times and
CNNMoney.com. Globally, the report received more than 200 hits in international
publications within the first week of its release.
2. List hyperlinks to any online work samples, news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
Telecomasia.net
Mobile broadband networks face congestion, study warns
By Dylan Bushell-Embling
July 29, 2009
http://www.telecomasia.net/article.php?type=article&id_article=14350
VON
For Now, Mobile Services Best as Retention Tools
Research Shows Recession, Networks Impeding Further Progress
Kelly M. Teal
June 27, 2009
http://www.von.com/articles/for-now-mobile-services-best-retention-tools.html
Xchange
Mobile Broadband Popular, Yet Still Faces Challenges
July 24, 2009
By Kelly Teal
http://www.xchangemag.com/articles/mobile-broadband-popular-faces-challenges.html
IP Carrier (Blog)
Mobile Streaming Video Grows 58% Last Quarter
July 24, 2009
By Gary Kim
http://ipcarrier.blogspot.com/2009/07/mobile-streaming-video-grows-58-last.html
TMC
As Mobile Grows, RIM Touts Data Efficiency
By Gary Kim
July 24, 2009
http://fixed-mobile-convergence.tmcnet.com/topics/mobile-communications/articles/60655-as-mobile-grows-rim-touts-data-efficiency.htm
Think Wireless
By Caroline Gabriel
July 23, 2009
Peer-to-peer no longer cell cos' main network challenge
http://www.rethink-wireless.com/?article_id=1706
Light Reading & Unstrung
Mobile Data Matters
July 23, 2009
By Ray LeMaistre (blog)
http://www.unstrung.com/blog.asp?blog_sectionid=414&doc_id=179583
*also mentioned Nokia Siemens Networks mobile data statistics
TelephonyOnline
Streaming surpassing P2P in clogging mobile networks
July 23, 2009/9:15 am
By Kevin Fitchard
http://telephonyonline.com/mobile-apps/news/streaming-mobile-bandwidth-usage-0723/
*Also appeared in CTIA SmartBrief; July 24, 2009
http://www.smartbrief.com/news/ctia/storyDetails.jsp?issueid=2216E1FA-0D14-4C17-A5ED-7291F3304DD3©id=620CBC24-DFB2-4824-BF62-61E8CF9F146E
FierceBroadbandWireless
News: Two studies point to explosive mobile broadband growth
http://www.fiercebroadbandwireless.com/story/mobile-broadband/2009-07-23
Commentary: Email a bandwidth hog on mobile broadband networks
http://www.fiercebroadbandwireless.com/story/two-studies-point-explosive-mobile-broadband-growth/2009-07-23
By Lynnette Luna
July 23, 2009
*Also ran in the FierceBroadbandWireless eNewsletter
FierceWireless Europe
European mobile data grows 28% in Q2 - HTTP downloads overtake P2P
By Paul Rasmussen
July 22, 2009
http://www.fiercewireless.com/europe/story/european-mobile-data-grows-28-q2- http-downloads-overtake-p2p/2009-07-22
*Also ran in the FierceWireless Europe enewsletter
Wireless Week
First News
July 22, 2009
http://www.wirelessweek.com/article.aspx?id=170946
*Also ran in the Wireless Week 'First News' eNewsletter
IT Business Edge
P2P, and its Problems, Crosses Over to Mobile Networks
By Carl Weinschenk
July 21, 2009
http://www.itbusinessedge.com/cm/blogs/weinschenk/p2p-and-its-problems-crosses-over-to-mobile-networks/?cs=34311
*Full article/blog: also cites GigaOM and ArsTechnica reporting
FierceOnline Video
Mobile video use up 60 percent in Q2
By Pete Wylie
July 22, 2009
http://www.fierceonlinevideo.com/story/mobile-video-use-60-percent-q2/2009-07-22
*Also ran in the FierceOnline Video eNewsletter
*Release also posted to FierceWireless:
http://www.fiercewireless.com/press-releases/allot-global-mobile-broadband-traffic-report-shows-significant-30-increase-worldwide-
MediaPost
Video Pushing Mobile Broadband Use
By Mark Walsh
July 21, 2009
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110240
ArsTechnica
Streaming, not P2P, behind mobile broadband data usage surge
By Nate Anderson
July 21, 2009
http://arstechnica.com/tech-policy/news/2009/07/streaming-not-p2p-behind-mobile-broadband-data-usage-surge.ars
GigaOM
Will P2P Soon Be the Scourge of Mobile Networks?
By Stacey Higginbotham
July 21, 2009
http://gigaom.com/2009/07/21/will-p2p-soon-be-the-scourge-of-mobile-networks/#more-59491
*This article also appeared in.
New York Times:
http://www.nytimes.com/external/gigaom/2009/07/21/21gigaom-will-p2p-soon-be-the-scourge-of-mobile-networks-43245.html
CNNMoney:
http://money.cnn.com/news/newsfeeds/gigaom/big-tech/2009_07_21_will_p2p_soon_be_the_scourge_of_mobile_networks.html
Mobile Messaging 2.0:
http://www.mobilemessaging2.com/cluster/5377/
TMCNet.com
Q2 Sees 30 Percent Rise in Mobile Data Bandwidth Usage: Report
By Richard Grigonis http://www.tmcnet.com/tmcnet/columnists/columnist.aspx?id=100081&nm=Richard%20Grigonis
Executive Editor, IP Communications Group
July 21, 2009
http://europe.tmcnet.com/topics/othercountries/articles/60333-q2-sees-30-percent-rise-mobile-data-bandwidth.htm
* Article ran in Europe, Asia, Middle East and VoIP sections
Internet.com
P2P Causing Mobile Network Congestion as Well
By Alex Goldman
July 21, 2009
http://www.internetnews.com/infra/article.php/3830881
http://itmanagement.earthweb.com/mowi/article.php/3830906/Mobile-Networks-Congested-by-P2P.htm (also appeared on Datamation Magazine's Website)
3. Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this campaign:
Justine Schneider is an Account Director with Calysto Communications. She has 15
years of experience in developing and executing communications strategies that
advance reputation and business objectives. Justine has worked with startups and
large enterprise clients in the telecommunications, technology and financial
services industries. She has led PR program planning and execution, including
program strategy, messaging and positioning, C-Suite thought leadership, media
relations, analyst relations, byline article writing and more.