Gaining Leadership & Competitive Advantage through a Vertical PR Program

Client's Business Problem
In the late 1990s, Siebel Systems quickly established its dominance in the customer relationship management (CRM) software market and led the enterprise software industry by designing specific business processes to support eBusiness applications for more than 20 vertical industries.

With the downturn in the information technology industry, Siebel Systems turned to OnPR to develop a strong vertical PR program to gain awareness for Siebel's products. In addition, OnPR was tasked to demonstrate Siebel's leadership and competitive advantage in delivering industry-specific solutions for aerospace and defense, communications, consumer goods and retail, financial services and insurance, healthcare, high technology and manufacturing, oil, gas and chemical, and pharmaceutical industries.

Strategy
Demonstrate Siebel Systems' thought-leadership
Conduct aggressive editorial education
Build customer case studies, success stories and references to support perception of vertical market leadership and innovation.