New Program Supplies Marketing Roadmap for Providers Rolling out New Advanced Services
Richard M. Williams
President, Connect2 Communications
A new program offered by MetaSwitch in conjunction with Connect2 Communications offers a cost-effective
way to communicate the key values service providers and their products bring to market.
Called the M3 program - for Message, Media and Method - it is designed for companies looking to expand,
and well-established market leaders alike, to develop the consistent, crisp messaging necessary to successfully launch new services,
such as video delivery, wireless networking, or voice over IP.
"We have helped dozens of companies launch initial brands and assisted companies of all sizes roll out new
products," said Richard Williams, President and founder of Connect2 Communications. "This program allows us to offer our
experience and proven tactics to companies who are not ready to fully partner with a PR agency."
Connect2 is a targeted technology public relations firm specializing in the enterprise networking and telecom
markets. It works with clients to develop robust outbound communications programs, which include proactive communications plans,
values based messaging, development of industry advocates, and tactical implementation. Each member of the Connect2 senior team has
spent a significant part of his or her career either inside companies or as technology journalists. This gives the team a unique
point of view on how to help clients communicate their message, extend their brand, and enhance their sales program.
With their M3 clients, the Connect2 team works to create a comprehensive messaging playbook that covers
the company and its products, executives, partners, investors, and markets. This becomes the basis for all corporate messaging,
including website creation, collateral, investor presentations, marketing and sales preparations, and go-to-market strategies.
Connect2 also performs a competitive landscape analysis, identifying the public and private strengths of key competitors and
sharpening the messaging to highlight client strengths and competitor weaknesses.
Once messaging is firmly set, Connect2 prepares service providers to communicate to a targeted audience by
developing a detailed 12-18 month communications plan based on how the provider wants to be perceived in the next two years.
The team then creates a comprehensive press and analyst list for the provider to use when announcing new telecom services
and builds a 12 month calendar of speaking and editorial opportunities aimed at establishing leadership within its particular
market.
Through the M3 process, telecom service providers develop clear, competitive messaging and are better
equipped to effectively communicate the value of new services to key press members. After the M3 program has been
concluded, Connect2 remains available to assist clients with further product launches.
MetaSwitch's selection of Connect2 Communications for the M3 program comes out of the companies'
success working together on MetaSwitch's own press and analyst relations programs.
"Many of our service provider customers are just starting to think about how to shape their messaging
to the market and media. From our own experience, having access to Connect2's professional expertise is invaluable in this process,"
said Andy Randall, vice president of marketing at MetaSwitch.
For more information about the M3 Program, Connect2 Communications, or its other services, visit
www.connect2comm.com or email
Back to the July 2007 newsletter
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