Positioning a company within a new vertical industry
BEA

Goal:
To conduct an in-depth public and industry analyst relations and marketing audit of BEA's Financial Services division; provide strategic counsel for vitalizing relations with FS press; help establish a customer referenceability program.

Approach:
Recognizing a sea change in the financial services industry, BEA sought an independent industry expert to conduct a 360 degree review of its public relations approach and relationships with the media. BEA leveraged Stephenson Group's core competencies in FS media and analyst relationships, customer case study management, and financial writing for thought leadership positioning.

Prior to consulting with Stephenson Group, BEA faced several hurdles: an undefined public relations approach for its financial services industry solution BEA WebLogic® Enterprise Platform; limited referenceablity of only two customers; minimal media relationships and press/analyst awareness within the industry; a new CEO; and increasing sales success among its competitors.

Retained on a three-month project basis, BEA's Stephenson Group team entrenched itself into the daily activities of BEA's financial services public relations, marketing and sales efforts to examine all current initiatives, spokespeople, approaches and goals. Additionally, Stephenson Group's research department conducted a detailed audit of BEA competitor media coverage through the past two years.

Results:
Stephenson Group provided BEA Financial Services with a detailed report of its findings, including recommendations for:

• Establishing a dedicated public relations program for the FS vertical
• Developing a structured customer referenceability program
• Positioning specific executives in the media " Media training executives
• Conducting a rolling audit of key competitors' media relations coverage and public relations programs
• Aligning BEA's FS messaging with current trends and interests of financial services media