Company: Northern

Description: Global provider of flexible, easy to administer, Windows-based storage resource management software.

Objective:

• Further establish Northern as the preeminent provider of flexible storage resource management (SRM) solutions.
  
  
• Demonstrate superior functionality of Northern’s Storage Suite by securing product reviews and placing case studies in both information technology (IT) and vertical trade publications.
  
  
• Illustrate how Northern’s system automation technology reduces administrative “case load,” providing IT staffs with “More Time to Manage” (and increasing their value to the organization).
  
  
• Establish value proposition to value-added resellers (VARs) and system integrators, expanding Northern’s sales and distribution channels worldwide.

Results: Our media strategy was based on sustained communications (press releases, product review requests, case study queries) to IT trades and vertical market trades, i.e., education, government, and manufacturing.

The following provides a representative cross section of media placements, indicating the breadth and depth of coverage:


Bylined Articles

InfoStor Magazine
Chargeback makes a comeback

Product Reviews

Enterprise Server Magazine
Product Review Northern Storage Suite: Storage costs mount up. Northern Storage Suite works out who foots the bill

MCP Magazine
From Chaos to Control: Quota Server 5.0a: A software-based storage management solution can save you

Editorial Placements

InfoStor
Tame the storage management beast with SRM: NetworkWorld Fusion Northern’s free software utility helps determine cost if managing storage

SearchStorage.com
Quick Takes: Free tool measures storage costs

TechRepublic
Poultry producer solves major server overload problem inexpensively

Byte and Switch
Vikings Vow to Vie With Veritas: Northern takes on adversary larger and mightier than itself: gives Veritas run for its money

eSchool News
BrandyWine School District Applies ‘Corporate Approach’ to Storage Management