Cutting through the jargon clutter, start-up PR with Wanova

There are times when we hear from start-ups that they have either the technology acumen or the skilled background set to create a solution that will change how we look at an industry. Based on our initial conversations with Wanova, we knew that we were dealing with a company looking to create enough noise in the desktop management space where they could gain a share of voice among those pushing traditional VDI or desktop virtualization environments. With so much negativity in the media and over social channels referencing previously failed desktop virtualization experiments, the opportunity was there for PR to use Wanova’s thought leaders to present a new perspective to those media members that had heard the same story repeatedly told in a number of different ways.

As part of our initial engagement with the Wanova marketing team, the PR team decided that a multi-faceted approach involving proactive story angles, contributed content, reactionary commentary to top headlines and a robust social media channel all had to be addressed in order for the sales pipeline to fill with the right leads. Once PR worked with Wanova to define and develop key messaging to go alongside company positioning, PR immediately began to address the necessary channels where inserting a new voice would alter perceptions and create a new perspective in an industry filled with multiple legacy technology voices.

In just six months of working alongside Wanova, the PR team delivered over 25 top level pieces of coverage delivering on Wanova’s messaging of centralized image management. eWeek published the top 10 reasons against VDI, BrianMadden.com highlighted Wanova Mirage’s layering capabilities, and Wanova’s Barry Phillips spoke to CRN from the floor of VMworld about Mirage building on the promise of VDI. When Wanova announced that they had accepted a $10 million round of funding, the New York Times, VentureBeat and TechCrunch were among those to take notice. The PR team also grew Wanova’s social media channels by over 40 percent, adding industry influencers from both the media and corporate channels. This increased engagement has resulted in media members now reaching out directly to Wanova for additional commentary to desktop virtualization angles, along with inclusion in more industry-focused awards.

The Overit design team has also embarked on creating an online image that is fitting with the Wanova corporate profile of being an innovative leader in desktop virtualization, another way of doing desktop management. The new website uses Overit’s technical chops to incorporate Wanova’s video library based on website visitor interest and education of Wanova Mirage’s different capabilities. The site also extends the company’s online presence by providing instant access to both social media channels and online coverage.