Expand Networks - Global PR Co-ordination

In the face of increasing competition, Expand Networks, a leading WAN optimisation vendor and long-term client of Cohesive, needed to refresh its global marketing strategy and align its proposition with emerging technology trends such as virtualisation. 

In parallel, Expand wanted to review its global communications structure; with PR agencies spread across key sales regions and reporting separately into Expand, managing each agency was time-consuming and results varied.  A more integrated approach would deliver clarity and consistency to Expand’s communications outreach.

Restructure, refresh
As Expand’s primary agency partner Cohesive were selected to take on the role as lead global agency.  Acting as a single point of contact, Cohesive coordinates and delivers a consistent communications strategy, and takes away from Expand the complexity of managing a multi-agency structure.

In this appointment, Cohesive was also pivotal to the development and adoption of a new go-to-market proposition; messaging; and product naming rationale. 

Using its network of PR partners across the US and EMEA, and a combination of tactics including content development, media relations, industry events, and social media tactics, Cohesive designed and executed a global PR strategy to communicate this new positioning. 

Result.
The combination of revised market proposition and consolidated PR strategy ensures Expand’s key messages are communicated clearly and consistently across their key sales markets.  Since the proposition refresh and communications restructure, positive media coverage of Expand has increased exponentially, and the company crowned winners of numerous industry awards including the prestigious ‘Best of Interop 2009’.  Expand is now considered a leader in its market sector, and is regularly positioned as such in influential global analyst reports.

Cohesive continues to consult on the development of Expand’s sales and marketing propositions, and plays a significant role in directing the company’s global PR strategy.