CASE STUDIES

Case Study – Telcordia - Creating global profile – it’s Elementive

“Driven by Mi liberty, the Elementive events have grown in size and stature to become a commanding platform, providing huge value to the media, to Telcordia, and to industry players looking to understand how to turn the complexities of convergence into competitive advantage.” – Sharon Oddy, Executive Director PR/Communications, Telcordia Technologies.

Introduction

Telcordia Technologies, Inc. is a leading global provider of software and services for IP, wireline, and mobile telecommunications networks. Telcordia is headquartered in New Jersey, USA, with offices throughout North America, Europe, Asia, Central and Latin America – see www.telcordia.com

Background

Up to 2002, Telcordia had developed as a successful US-centric organisation, but had little profile with the media elsewhere in the world. A sustained media campaign was required to demonstrate Telcordia’s relevance to markets outside the US, to increase understanding of Telcordia’s products and services, and to build relationships with the international press.

Objective

The objective was to raise and reinforce the profile of Telcordia, achieve regular and positive coverage in key media, generating awareness of Telcordia within its target customer base.

Our approach

Mi liberty devised, created and delivered a global media and customer event that would establish Telcordia as a credible, successful and adaptable global player in the wireless software market.

Mi liberty tailored Telcordia’s messaging to each regional audience, and a proactive media and analyst outreach programme built, and continues to maintain, valuable relationships

Existing partner and customer relationships were leveraged to develop engaging hooks to capture media interest, and to position Telcordia as a leader and innovator in its field

The resulting annual ‘Elementive’ series of events, masterminded and managed by Mi liberty, is now in its sixth year. From small beginnings in 2002 as two separate global events in the US and UK, Elementive today is an annual global event that provides a platform for Telcordia to update its key media, analysts and customers on its strategy, products and performance.

Results

Elementive is now a ‘must-attend’ event. Attendees value the insight into market trends from the panel and break out sessions and informal ‘birds of a feather’ meetings on the sidelines.

Attendees view Elementive as the cornerstone event to understand and learn about Telcordia’s overall mission beyond its traditional business, and its next-generation management products and professional services that help communication service providers transform their operations.

The interactive format of Elementive also gives Telcordia another opportunity to engage with key partners and strengthen relationships. Panel discussions have included Verizon Wireless and Quest who represented Telcordia’s traditional customer base, plus non-US partners including Chungwha Telecom, Taiwan; Romtelecom, Romania; and Tata Teleservices, India.

Mi liberty’s proactive campaign management has enabled Telcordia to host the annual event in rotating locations including Miami, New York and San Francisco, garnering attendance from over 75 top tier global influencers.

The latest Elementive - E5: Elements of Success – gave Telcordia the platform to brief over 40 key influencers across Europe and the US, including influential technology and telecoms media and analysts from the EMEA region.

Over the past six years, the Elementive events have grown in size and success and are now a permanent fixture on Telcordia’s marketing and public relations calendar. The most value, however, comes from the relationships forged through the event, from which Telcordia continues to benefit.

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