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Wireside.com 2 www.wireside.com 2
UNH-IOL PR Campaign Results
Automotive Ethernet Consortium
12/18/12
Wireside.com 3 www.wireside.com 3
Goals
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Campaign Goals
Wireside executed a highly successful PR campaign, launching the UNH-IOL’s
brand new Automotive Ethernet Consortium for the automotive, semiconductor,
and data communications industries, with the following goals:
Introduce IOL to key influencers in automotive, semiconductor and data
communications target markets
Secure opportunities for IOL to demonstrate thought leadership
Support membership sales by generating awareness for new consortium
Demonstrate value that IOL brings to partners: Broadcom & OPEN Alliance
Wireside.com 5 www.wireside.com 5
Planning
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Communications Planning Collaboration: OPEN Alliance & Broadcom
Reviewed partner messaging
Drafted and finalized IOL messaging to align with that of partners
Created review / approval timeline for team leading up to release date
Executed and completed several rounds of partner approvals, following news release
approval process best practices
Secured endorsement quote from Dr. Kirsten Matheus of BMW, Open Alliance
Special Interest Group (SIG) Chair
www.wireside.com 7
Communications Planning IOL Team
Established new process to identify and confirm IOL key messages
Translated tech-speak into common language to influence a broad audience
Crafted key messages for press release to:
Showcase IOL as industry’s first BroadR-Reach testing solution for in-vehicle
networking
Communicate first mover advantage for members of consortium
Encourage widespread adoption of Ethernet-based automotive connectivity
Reinforce IOL’s position as de facto standard in Ethernet testing
Educate automotive ecosystem about benefits of BroadR-Reach implementation
Prepared first-time spokesperson Dave Estes for interviews with media training
Created PitchEngine page, including press release, tweets and supporting materials
Campaign time frame: start to finish in four weeks, long tail results, briefings through Q4
Wireside.com 8 www.wireside.com 8
Execution
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Press Release: Business Wire OPEN Alliance and UNH-IOL Rev up Evolution of Connected Car
8/20/12
www.wireside.com 10
Press Release: PitchEngine OPEN Alliance and UNH-IOL Rev up Evolution of Connected Car
8/20/12
The OPEN Alliance & @UNH_IOL
are revving up evolution of the
#connectedcar w/new #Automotive
Ethernet Consortium
The OPEN Alliance SIG endorses the
UNH-IOL as the first laboratory to
test BroadR-Reach®, a standard that
will achieve 100Mbps Ethernet
connectivity in automotive networking
applications
By operating one of the world’s most
comprehensive Ethernet test beds,
the UNH-IOL is the de facto standard
for knowledge and experience in
Ethernet testing
www.wireside.com 11
Media & Analyst Outreach
Identified 70 new media contacts covering automotive technology and
connected car
Distributed press release to targeted media list of approximately 250 reporters
who cover: Broadband, Ethernet, Test & Measurement
Cultivated relationships with a strong mix of automotive and data comm.
industry reporters, successfully securing briefings for IOL’s Dave Estes
Developed briefing sheets for each interview including reporter and
publication intel and customized talking points
Moderated briefings and conducted follow-up communications with reporters
Collaborated with partners to obtain images and captions to enhance stories
www.wireside.com 12
Media & Analyst Outreach
Media Briefings
Joan Engebretson, TMCnet
Sean Buckley, FierceTelecom
John Day, John Day’s Automotive Electronics
Rick Nelson, Evaluation Engineering
Cheryl Coupe, EE Catalog
Mark Anderson, HomeToys.com
Ethan Banks, Packet Pushers Podcast
John O’Brien, Automotive Testing Technology International
Wireside.com 13 www.wireside.com 13
Results
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Press Release Views
IOL achieved 2,801 press release
views as of 12/3/12
Release viewed 151 times within
first 24 hours
Received 7,950 headline
impressions*
*This Business Wire calculation measures the number of times a press
release headline appears on the first page of search engines.
www.wireside.com 15
Earned Media Coverage
* Cision Influence Rating provides a ranking on a scale of 0 – 99 for outlets and influencers in traditional
and social media. See Appendix 1
* UVPM - Unique Visitors Per Month and/or monthly reach
* See Appendix 2 for publication descriptions
Publication Date Title Cision UVPM Article
Industrial Ethernet Book 8/1/12 Ethernet for cars consortium launched N/A 18,500 Feature
Mass High Tech 8/19/12 UNH Ethernet testbed launches new consortium 59 15,568 Feature
FierceTelecom 8/20/12 UNH-IOL, OPEN Alliance target 100 Mbps Ethernet for cars 65 18,637 Feature
Machine to Machine Solutions 8/21/12 The Ethernet Law in Action: Automotive Industry Turns on to
Ethernet 61 127,348 Feature
EE Times 8/22/12 CommsDesign Week in Review: Automotive Ethernet Consortium 78 70,872 Mention
Evaluation Engineering 9/1/12 OPEN Alliance and UNH-IOL Address Evolution of Connected Car 53 1,216 Feature
Mentor Graphics 9/10/12 Automotive Ethernet is getting closer N/A 18,360 Feature
EE Catalog 10/1/12 Automotive Ethernet Moves to the Fast Lane 30 577 Feature
HomeToys.com 10/1/12 Automotive Ethernet Conformance and Interoperability Testing 32 4,084 Contributed
www.wireside.com 16
Earned Media Coverage Contributed Article
The UNH-IOL maintains a strong reputation for
independent, vendor-neutral testing with a focus on
quality assurance rather than marketing or promotional
goals. The confidential test reports the UNH-IOL
provides to its members are recognized throughout the
data communications industry as evidence of
interoperability and conformance to technical standards.
End consumers will notice the effects of BroadR-
Reach because they will have access to more
advanced safety systems (such as cameras, collision
avoidance systems, or even automated driving) and
more features for infotainment. Saving weight on the
wiring harness will help to increase vehicle
performance and fuel efficiency.
IOL demonstrated thought leadership in this HomeToys.com Q & A
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Earned Media Coverage Feature Stories
Need for the industry-supported consortium was
created because of the integration of applications
including advanced navigation and voice
recognition, on-board diagnostics and other
features in vehicles.
“The OPEN Alliance is comprised of more than 70 leading technology and
automotive member companies that share a common goal to drive wide-scale
adoption of Ethernet-based automotive connectivity. The UNH-IOL’s extensive
and highly-regarded experience in Ethernet testing and the technical team’s
early involvement in the standards development process were key factors in
our approval of the laboratory for BroadR-Reach testing. Standardization of
the world’s first automotive solution capable of delivering 100-Mbps Ethernet
connectivity over unshielded cabling will revolutionize in-car networking with
the goal of creating the ultimate in-vehicle experience for consumers, but
these opportunities will only be possible with the help of reliable, trusted
partners like the UNH-IOL.”
Dr. Kirsten Matheus, Ethernet project manager, BMW
Instead of having a number of closed applications in their
vehicles, a carmaker member such as BMW or Hyundai could
have one standard Ethernet network to provide their
consumers with a host of new applications and devices,
including surround view parking assistance, rear-view
cameras and collision avoidance systems.
www.wireside.com 18
Earned Media Coverage Feature Stories
“The objective is to help producers of BroadR-Reach
devices and auto manufacturers bring their products to
market faster and to ensure there is broad market appeal
for these devices through interoperability and conformance
testing and demonstrating product readiness. In a year we
hope to have several members including semiconductor
companies, parts suppliers and auto manufacturers. “
Dave Estes, UNH-IOL
The UNH-IOL has been conducting
Ethernet testing for nearly 25 years
and operates one of the world’s most
comprehensive Ethernet test beds.
It’s considered the de facto standard
for Ethernet testing.
By testing together in the same consortium members
save on research and development costs and minimize
risk associated with new technology adoption. In
addition, they have a first mover advantage in
preparing their products for market in advance of the
BroadR-Reach standard’s wide-scale industry
adoption.
www.wireside.com 19
Earned Media Coverage Feature Story & Mention
Meanwhile, the automotive industry is already thinking about the
next generation of in-vehicle networking, which it is calling
RTPGE, for reduced twisted pair gigabit Ethernet, which would
boost in-vehicle network data rates to a gigabit – and Estes
believes that standard may have broader applications beyond
the automotive industry. “It could help other industries that are
looking to save on cabling,” he said.
The University of New Hampshire
InterOperability Laboratory (UNH-IOL)
launched the Automotive Ethernet
Consortium to address stringent
requirements of the automotive industry
for next generation in-vehicle networking.
www.wireside.com 20
Anticipated Earned Media Coverage
Automotive Testing Technology International Feature story
Anticipate December publication
Reviews research and developments of automotive test and
evaluation
14,298 hard copies and 49,000 digital copies distributed quarterly
9,330 UVPM
Connected World Contributed article
Anticipate April/May 2013 issue publication
Keeps readers updated about newest gadgets and apps
Cision influence = 96
300,000 monthly print circulation
61,740 UVPM
Wireside.com 21 www.wireside.com 21
Thank you!
Joya Subudhi
Christine Carlson Hampton Eubanks
Terry Gau
Wireside.com 22 www.wireside.com 22
Appendix 1
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Cision Influence Rating
The Cision Influence Rating offers a 360-degree view of each journalist and blogger, reflecting
their roles at each of the print, broadcast and online outlets where they contribute. Taking into
account digital, traditional and social signals, the rating is the first of its kind. The Cision Influence
Rating provides a ranking on a scale of 0 to 99 for outlets and influencers in traditional and social
media. A rating of 99 is the highest possible.
The score uses factors such as outlet circulation, page views and unique visitors as well as social
measures including Facebook Likes, retweets and blog comments. Journalists and bloggers are
scored both on the performance of their content and their presence on social sites.
Outlets are measured on both their reach and the sharing activity they generate on the Web.
From print circulation to online page views and unique visitors, along with Facebook Likes,
retweets, blog comments and other measures of the impact of content, Cision uses more than 40
data points to determine the rating for each media outlet.
Wireside.com 24 www.wireside.com 24
Appendix 2
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Publication Descriptions
EE Catalog
Extension Media is a publisher of over 20 business-to-business magazines, resource catalogs, newsletters and
web sites that address high-technology industry platforms and emerging technologies such as chip design,
embedded systems, software and infrastructure, intellectual property, architectures, operating systems and
industry standards. EE Catalog presents comprehensive technology information covering the electronics
industry's most important platforms, architectures, operating systems and vertical markets.
EE Times
This publication is geared toward design engineers and engineering management personnel in the computer and
electronics industries.
Evaluation Engineering
Published for engineering professionals responsible for total product quality who are involved in the design,
development, testing and measurement, inspection and evaluation of electronic components, products and
systems. Content also includes coverage of ASICS, circuit boards, data acquisition, ESD/electrostatic discharge
and microwave and RF electronics.
FierceTelecom
Written for telecommunication industry insiders, particularly wireline service providers. Covers the latest news,
trends and technology in the industry.
www.wireside.com 26
Publication Descriptions
HomeToys.com
Home Toys.com is a news and information resource for AV and Automation Industry, offering a blend of
Commercial & Residential AV, Automation & Digital Signage industry news, articles and interviews combined with
insight into the trends and breakthroughs with potential to affect related business & lifestyle.
Industrial Ethernet Book
Industrial Ethernet Book is the only internationally distributed journal dedicated to Industrial Ethernet and
Wireless technologies as used in the manufacturing industries (process and discrete). The publication’s
coverage includes all types of industrial networking, and extends down into field-level automation and upwards
into the increasingly important areas of enterprise and Internet connectivity. The editorial content is aimed at end
users, system integrators and vendors within factory automation and process automation.
Machine to Machine Solutions
M2M Solutions Community is sponsored by AT&T, a leading enabler of M2M solutions. M2M Solutions
Community offers the latest breaking news, white papers, case studies and white papers related to M2M.
www.wireside.com 27
Publication Descriptions
Mass High Tech
Publication was established in 1982 to serve the Massachusetts technology industry. It focuses on the
technology and innovation sector throughout New England, serving the information needs of entrepreneurs and
the service organizations that support them.
Mentor Graphics
Mentor Graphics is a leader in electronic design automation software, enabling companies to develop better
electronic products faster and more cost-effectively. Their innovative products and solutions help engineers
conquer design challenges in the increasingly complex worlds of board and chip design.