Penman PR Case Study - DisplaySearch

Differentiate offering to mitigate brand parity

DisplaySearch

DisplaySearch was founded to improve the quality of market reports on the flat panel display industry. The company made great strides in becoming well known in display market research and consulting and wanted to take its public profile to the next level and become ‘The Worldwide Leader in Display Market Research and Consulting.’

Business Objectives

Flat panels are the fastest growing sector within the high tech marketplace. DisplaySearch’s main objective was to become the leading firm in that growth sector. In order to reach that objective, DisplaySearch put a plan in place to work strategically to outperform its one major competitor, iSuppli, and inevitable future competition, taking the prominent place as worldwide leader in display market research and consulting.

The Solution

Penman devised a national public relations campaign designed to enhance key media relationships, especially with elite media, making DisplaySearch the de facto provider of in-depth information in the industry. The campaign also highlighted key accomplishments, industry reports and resource expertise in an ongoing, coordinated campaign that worked to establish media rapport and trust.

The Results

After developing DisplaySearch’s positioning and messaging, their corporate fact sheet for media reference and media databases, Penman PR distributed the company’s press releases, managed all media opportunities, promoted the company’s conferences and engaged speaking opportunities.

The campaign resulted in three times more media hits for DisplaySearch, replacing iSuppli and becoming the sought after media source.

"We selected Penman

for their comprehensive knowledge of the display industry and ability to direct an aggressive campaign based on our objectives.

We're pleased with

they're proven skills

at leveraging our brand among the nation's

major media."