Datakey, Inc. (OTCBB:DKEY) was an international leader in smart card solutions for public key infrastructure (PKI) security processes and protocols for mid-size to enterprise organizations primarily in the government and financial sectors.
Goals: Datakey sought to reposition itself in the marketplace as 1) a leader in delivering two-way authentication solutions, and 2) as a thought-leader in security and identity management.

Founded in 2003, Austin-start up Uplogix took an innovative leap in 2008 to redevelop and rebrand its signature product to resolve remote management challenges today’s traditional network and systems management tools fail to address. Having introduced the market’s first fully-integrated, secure remote management platform combining both hardware and software elements, Uplogix officially became the only vendor in its space with such an offering. In a time where IT departments were faced with limited budgets and a “do more with less” requirement, enterprise companies managing highly distributed networks were attracted to Uplogix for its ability to deliver substantial savings in remote downtime and recovery costs by eliminating technician trips to a remote site to fix a problem.

BuzzPR’s game plan was to position the company as a pioneer in the remote management market by trumpeting its innovative technology and distinct approach to resolving remote management challenges. New messaging was created around this approach to also align around a major product launch targeting IT and vertical market media/analysts to rebuild relationships under the new brand⁄offering, as well as position Uplogix as an industry thought-leader. Both public speaking and award campaigns were also implemented.

Sunnyvale-based Blue Coat Systems, a technology leader in application delivery networking, sells a corporate Web filter as part of its Secure Web Gateway solution. Blue Coat saw an opportunity to take this technology and develop K9 Web Protection, a free consumer Web filtering product available through the Blue Coat Community Outreach Program as part of its corporate social responsibility programs.

To effectively reach co- and single parents, community leaders, education organizations, and law enforcement channels, BuzzPR specifically targeted media relations outreach to regional parenting publications, national women’s magazines, family/parenting blogs, and education organization newsletters by delivering contributed content and strategic pitching around timely online safety issues. BuzzPR aggressively launched a broadcast television and radio grassroots tour in conjunction with speaking appearances, identified award opportunities to elevate the credibility of the K9 Web Protection technology, and launched a blog campaign to engage and encourage the public to discuss and share online safety concerns and experiences.