Challenge

FireEye, a provider of global anti-botnet protection, was one of the early pioneers in attacking the malware security issues plaguing businesses and consumers. The company received favorable product coverage from its initial PR program but was not perceived by the analyst and press as a market leader.

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Custom Program

The Loughlin/Michaels Group developed a leadership campaign focusing on market trends related to malware and botnet issues. The program included developing a series of thought provoking topics the company’s experts could address with the media, analyst and greater community. Key program strategies included an aggressive speaker’s bureau campaign and a blend of traditional and new media tools.

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Results

With less than six months FireEye increased its industry presence with feature coverage in security, IT and business publications. The company’s security experts were placed in more than a dozen speaking engagements including EDUCAUSE Security Professionals Conference, Federal Information Security Conference (FISC), Government Forum of Incident Response and Security Teams (GFIRST) National Conference, Internet2 Joint Techs, IntrusionWorld Conference & Expo, and Vanguard Security Conference 2008.

The company has also been selected as a finalist in the Silicon Valley/San Jose Business Journal Emerging Technology Awards and selected as one of 10 companies in Bank Technology News’ FutureNow List, which ranks the best security innovations of 2008. Bylines were placed in publications including: Communications News, Government Security News and TechNewsWorld. Additionally, the company hosted a botnet round table at RSA 2008 with Google, UC Berkeley and company security experts with a leading security editor from Dark Reading. The company is also featured in “The Botnet’s Are Coming-Are you Prepared?” video on YouTube.

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Business Impact

FireEye’s increased visibility has created a solid analyst following including endorsements from Enterprise Management Associates, Burton Group, the451 and Gartner. The infusion of editorial and analyst coverage has increased the company’s visibility with funding prospects, customers and technology partners.  The Loughlin/Michaels Group has transformed FireEye from technology innovator into market leader.