Case Studies

Obtain national and consumer press exposure for a joint research project using biometrics to secure the Internet while in preliminary stages of development. RSA Security collaboration with Israel-based i-Mature. Go >>

Pre-launch innovative '360 degree' digital photography solution across national business and consumer press and stimulate consumer interest in digital cameras during holiday buying season.Go >>

Educate consumers and businesses of the benefits surrounding biometric solutions--specifically hand geometry--while highlighting unique deployments of biometrics for security purposes at the Atlanta Olympic Games and San Francisco International Airport's tarmac. Go >>

Effectively position a company so as to avoid being categorically lumped together with competitors during the 'peer to peer' industry frenzy. Go >>

RSA Security – Bedford, Massachusetts

Announcement with i-Mature; national/business media

Summary: Today’s youth is a tech-savvy group, having grown up with evolving tech gadgets and the Internet on which they are often found surfing freely without adult supervision. Unfortunately, the Internet also provides an outlet for malicious and unsafe behavior. Current methods that aim to enforce age restrictions fall short because they only infer the user's age based on possession of an item such as a credit card or driver’s license. In 2005, RSA Security and i-Mature (based in Tel Aviv) announced a joint research project using Age-Group Recognition (AGR) biometric technology combined with RSA Security’s cryptography to create a security architecture to help improve child safety on the Internet. Authentication would prevent children from accessing adult Internet sites and restrict content more reliably. The unique solution determined, through a finger bone-scan, whether the user is a child or adult and thereby controls access to Internet sites and content.

Challenge: Image Professors was selected to stimulate interest in the joint RSA/i-Mature research project across national consumer and business press. The project was not only in an initial phase of development, it was also only available for ‘live’ demonstration at a Washington, D.C.-based trade conference for a period of two days.

Approach/Results: To broadly reach the required media demographic, it was decided that a national news wire would be given an exclusive to the story. In doing so, the service could complete a full and detailed report and the results would be wired across the country to broadcast and print newsrooms nationwide. The story was pitched and secured with Anick Jesdanun of the Associated Press, who charged national interest in the joint research project resulting in hundreds of news ‘hits’ across the country as well as a dedicated, front page/Business Boston Globe story authored by columnist Hiawatha Bray.

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Interactive Pictures Corporation, Oak Ridge, Tenn.

Summary/Challenge: Interactive Pictures is recognized as a leader in multi-dimensional 360 degree digital photography. Led by former SkyTel co-founder Jim Phillips and former Eastman Kodak executive Jeff Peters, the company sought to aggressively promote IPIX ‘film’ prior to the Christmas 1999 buying season at which time the company’s technology was expected to reach the consumer which was on the cusp of the digital camera revolution. Main competitors included LivePicture, led by former Apple Computer CEO John Skulley, BeHere and Apple Computer’s QTVR.

Approach: Executives at Interactive Pictures expected broad coverage of its new-age film solution—and they expected that coverage be generated within a 45-day window of time—prior to the kick off of the holiday shopping season. Given the time frame and unique nature of the IPIX, it was decided that four, consecutive media tours needed to be arranged along with a far-reaching special delivery campaign (“emailable IPIX”) to generate attention prior to the official launch slated to occur post-holidays in January.

Results: More than 50 press appointments with business, mainstream consumer, trade and vertical press contacts as well as industry and financial analysts were secured within a two-week period. Immediate results of this effort concluded with editorial placement in the New York Times, USA Today, San Jose Business Journal, San Jose Mercury News, FORTUNE Magazine and CNBC, among others.

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WorldStreet Corporation (acquired by Thomson Financial)
Analyst Relations Program

Summary: The Image Professors team was contracted by WorldStreet Corporation’s public relations agency to round out its team of professionals and a large-scale campaign to establish a peer-to-peer startup. In the wake of Napster’s introduction of peer-to-peer(P2P) in 2001, multiple companies clamored to gain access to the media frenzy focused on file-sharing capabilities. WorldStreet had designed a unique P2P application for use in business, specifically financial services, yet the industry focus seemed glued to consumer applications.

Challenge: As market and financial analysts were eyeing the P2P market, the challenge was to effectively position WorldStreet and its solution as an effective P2P business application and avoid being categorically lumped together with all other companies that were volleying for market position as P2P leaders.

Approach: Teaming with WorldStreet’s public relations team, Image Professors was specifically assigned analyst relations. As such, the firm was successful at introducing WorldStreet to a variety of technology and financial analyst firms including Forrester Research, Jupiter MediaMetrix, Frost & Sullivan, Technologic Partners and the Tower Group. With these new relationships in place, the company was highlighted in numerous industry reports on collaborative computing through peer-to-peer subjects while securing headlines against another industry notable—Napster—which was receiving coverage primarily due to scandal.

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Recognition Systems, Inc., Campbell, Calif.

Summary: Recognition Systems, Inc., the biometrics division of Ingersoll-Rand, is the worldwide leader in biometric access control, time and attendance, and personal identification products using hand geometry. Biometric devices are electronic means of measuring unique characteristics or actions of a person, and are used to identify, or verify the identity of, an individual.

Challenge: Prior to being acquired by Ingersoll Rand, Recognition Systems had focused the majority of its external efforts on sales, but found sales challenged by a lack of education about biometrics and missing support for such futuristic technology options. The company’s technology had been employed for security purposes at the 1996 Olympic Games in Atlanta to secure athletes in Olympic Village, had been deployed through border crossing systems called INSPASS, and were also used by 18,000 employees at San Francisco International Airport for tarmac access. The challenge was to structure a program that would generate maximum exposure to better educate consumer and business audiences of the benefits of biometrics—in particular, hand geometry.

Results: Results of a 12-month project included company and product-specific stories which positively positioned the unique ‘hand reader’ in residential, business and government applications. Coverage also directly set in direct competition hand geometry against alternate forms of biometrics—serving to highlight the positive attributes of a ‘hand’ solution as opposed to an eye, fingerprint or voice alternative. In addition, as media attention was pivoted on national security concerns after the tragic crash of TWA Flight 800 (7/19/96), San Francisco International Airport’s use of Recognition Systems’ ‘hand readers’ to protect the tarmac, airplanes and access to those areas from individuals seeking to create harm, was used as a positive case study and garnered national media attention through broadcast and print media outlets.

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