Case Study: HomePlug Powerline Alliance

Situation

The HomePlug Powerline Alliance, an industry-led initiative established to create specifications and certification logo programs for home high-speed powerline networking products and command and control among platforms within the home, and broadband access services to the home, worked with The Ardell Group, their agency of record, to find a consistent way to have virtual face-time with the media and analysts covering the broadband over powerline industry for a series of announcements and updates they were planning to make.

Solution

HomePlug and The Ardell Group developed a PR strategy to initiate a series of press teleconferences, allowing representatives of the Alliance to have a solid block of time with their target press and analyst contacts without the expense and logistics of a press tour or in-person press conference. With the goal of having the press teleconferences on a steady basis – at least one every other month – to keep the press and analyst community abreast of the most recent updates within the Alliance and key news announcements.

Results

May 2008 Press Teleconference:
Secured 12 press attendees, including Broadband Home Central (two attendees), Compute Magazine, Consumer Electronics Daily, EE Times, Electronic Design, Extreme Tech / PC Magazine, Maximum PC, PC World, On Computers syndicated column (two attendees) and TWICE
Secured 11 analyst attendees, including ABI Research, Frost & Sullivan, Gartner (two attendees), IDC, In-Stat, Multimedia Research Group, Parks Associates (two attendees), Strategy Analytics and Yankee Group
Resulted in media coverage in three outlets, including Communications Daily, PC Magazine Online, Extreme Tech.com and TWICE

July 2008 Press Teleconference:
Secured seven press attendees, including Broadband Home Central (two attendees), Chip Design, Consumer Electronics Daily, EE Times, Extreme Tech / PC Magazine, PC World
Secured eight analyst attendees, including Gartner (two attendees), In-Stat, Jupiter Research, Multimedia Research Group, Parks Associates, Strategy Analytics and Yankee Group
Resulted in media coverage in three outlets, including Communications Daily, Consumer electronics Daily and EE Times

Links to Coverage:

EE Times  Communications Daily   Twice