Preface:

As the need for enterprise storage solution increases, more and more small and medium businesses (SMBs) are starting to incorporate some form of storage solution into the existing IT infrastructure, for maintaining information security and improving the overall operational efficiency. To penetrate this emerging market sector, Brocade and Acer aim to bring the advantages of Brocade's products and SAN solutions to the SMBs through the joint partnership.

Challenge:

Brocade contacted Access PR two weeks before the scheduled event date. Since this was the first collaboration between the two parties, there was especially a challenge in establishing a communication protocol.

Event Planning:

• Defining the central theme： Since this was the first official Brocade press event in Taiwan, we wanted to bring a strong key message to impress positive focus on the company. In addition to announcing the joint partnership, we suggested to focus on Brocade's strategy for the emerging SMB market.
  

• Venue change：Due to Acer having a press event scheduled on the same date, we recommended to Brocade on an alternative date at a different venue to accommodate media reporters and journalists. This would generate a higher focus on the Brocade press conference and deliver a better exposure.

Results:

A total of forty reporters and journalists joined the press conference, exceeding our expectation. Over twenty-eight media exposures were registered, including eight on daily news. In addition to the positive reporting in Taiwan, the press conference was also reported by wired news organizations.