Although people generally know Polycom for its triangular conferencing phones, the company covers the entire collaborative-communications technology spectrum from desktop video conferencing, mobile personal systems and entire boardroom solutions to the network core, including bridges. Polycom needed help with developing a customer case study program and a vertical market public relations strategy for the education, healthcare and government sectors.

The Challenge:
At the time, Polycom faced the following challenges:

•	Low visibility in the education, healthcare and government sectors
•	Little or no publicity around large announcements such as new products, customer wins, new hires, acquisitions and partnerships
•	Industry skepticism due to associations with past vendor conferencing technology having poor sound and video quality
•	Little understanding of the media in the vertical markets
•	Little or no recognition for high-profile customers successfully using Polycom technology
•	Healthcare, education and government media’s perception of video conferencing as a hassle and drawn-out process of collaboration

Visitech PR Solution:
VisiTech PR developed a program designed to create and measure palpable understanding of Polycom, its products and its benefits to each vertical.

During the two-week research phase consisting of thorough organizational and archival research, VisiTech PR developed a communications framework which provided the cornerstone of Polycom’s messaging based on internal factors and published external perceptions.

VisiTech PR developed a Polycom customer success program using VisiTech PR’s proven case study process. The PR team worked diligently with Polycom’s corporate communications team to identify successful vertical implementations and pitch to relevant media. The agency clearly articulated Polycom's vision, direction and overall strategy in the industry and surrounding vertical markets.

By implementing an aggressive vertical media relations and case study development and placement program, VisiTech PR conducted targeted outreach to more than 40 top-tier and second-tier education publications, more than 25 government publications and more than 30 healthcare publications.

Results:

•	Successfully met each of Polycom’s objectives over the course of the three-year relationship, providing a return worth at least 10 times more than Polycom’s PR investment to-date
•	Positioned Polycom as “the preferred alternative to TANDBERG” in the healthcare and education markets
•	Placed products for reviews in top IT and business publications including BusinessWeek, CNET, PC World and ComputerWorld
•	Conducted interviews and finalized case studies for 12 customers a quarter
•	Generated an average of five media hits a month, including an average of four interviews and three case study placements
•	Placed three contributed articles in top-tier healthcare and education publications and USA Today
•	Conducted interviews and finalized case studies for 12 customers a quarter
•	Achieved an average of eight product placements per product review in targeted media
•	Established Polycom as a leading provider of collaborative communications in all three vertical markets and is recognized throughout as a dedicated partner to enhancing communications in each industry by providing quality experiences and technology as well as programs and resources to enhance collaborative interaction