Rising Above the Noise: Positioning Terracotta for Market Success
In early 2013, Terracotta Inc., a leading provider of in-memory solutions for Big Data, was faced with a massive marketing effort in a short, 100-day window. With limited internal resources, the company was planning an annual sales kick-off, a major launch of BigMemory, its market-leading in-memory solution, and the unveiling of In-Genius – a transformational new analytics offering for big, fast, real-time data. Terracotta initially hired Tanis for brand strategy and messaging, then quickly expanded the engagement to include PR, design, marketing communications, and web development, due to the breadth and quality of services Tanis offered. What appeared to be an insurmountable number of deliverables became feasible with Tanis’ comprehensive team of technology marketing and PR experts. Tanis provided a seamless extension to Terracotta’s internal team successfully elevating Terracotta’s message – from technical specs to the impact of their technology on enterprise businesses – positioning the company as a thought-leader in the Big Data conversation. With a truly holistic approach, Tanis partnered with the internal team to design a fully-integrated communications strategy with compelling brand positioning and messaging, refined creative identity and collateral to align with Terracotta’s desired brand attributes, and updated nearly 50 collateral pieces to support the sales training kick off. Through proactive and creative media relations, the company’s product launches were covered in more than 1,000 articles, mentions and release pick-ups. And the results have continued. Since taking over the Terracotta PR program, Tanis has achieved nearly 4.5x the number of staff-written press coverage over the prior year.
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