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Aruba Networks Global Tour and Mobile Edge Launch
Aruba Networks is the No. 2 vendor in the $4 billion enterprise wireless LAN space, right behind Cisco. Founded in 2002, Aruba is a late-stage startup and has more than 800 customers spanning multiple verticals. In September 2005, the company was looking to expand its reach beyond the enterprise WLAN market and enhance its image as a thought leader in the mobility space. These efforts were in preparation for an eventual IPO.
Aruba brought Sterling Communications on board to execute a global tour that would significantly transform Aruba’s positioning in the wireless networking industry. The hook for the tour was the introduction of the Mobile Edge concept, which envisions mobile workers experiencing the corporate network from anywhere, as if they were sitting in their office.
In three and a half weeks, Sterling secured three dozen appointments with top-tier targets for a tour that spanned four cities over six days.
Sterling was tasked with finalizing messaging and positioning, generating media interest, reviewing documentation and handling logistics for a traveling tour. To add to the challenge, Aruba’s time frame for this re-branding effort was just three and a half weeks. Since Aruba’s momentum in the space has consistently generated significant press coverage, in terms of both quantity and quality, the pressure was on for a successful launch.
Sterling bridged both announcements to the Mobile Edge marketing message, and used that unique hook to customize messaging for all of Aruba’s relevant contacts. Sterling hit the ground running and produced a tour in record time, putting Aruba in front of trade press, business press, industry analysts and financial analysts.
That aggressive outreach paid off handsomely, as Sterling secured three dozen appointments with top-tier targets for a tour that spanned four cities over six days. The Mobile Edge launch was a success, as Aruba received widespread coverage in trade publications and daily newspapers and successfully repositioned itself as a leader in the mobility space to key industry influencers.In addition, Sterling surpassed Aruba’s expectations, topping the media coverage that Aruba received just four months prior during a tour to promote Microsoft as a customer win. Until the Mobile Edge launch, Aruba considered the results of the Microsoft-related tour to be the benchmark for PR success.