BACKGROUND

A product of the dot-com bubble, Recursion Software made an early name for itself among software development professionals with a line of toolkits for C++, C#, .NET and Java programming languages.

Over the years, Recursion continued to develop new products with leading capabilities in distributed computing, interoperability, and edge computing (mobile devices). In many ways, the company was working ahead of the industry curve. Recursion launched Voyager Edge in 2006, a development platform which supports today’s proliferation of mobile computing devices and user demand to stay connected any place and any time. Recursion sought to ‘create noise’ in the mobile development industry about the relevance of the Voyager platform.

STRATEGY

Brooks & Associates Public Relations partnered with Recursion to kick off an initial media relations campaign in 2006 and targeted PR momentum campaigns for the next three years. Building upon established awareness for Recursion in the software development community and among middleware reporters, the team facilitated new relationships with mobile industry media and third-party players. This included briefings with media outlets such as FierceWireless, Embedded Computing Design, NetworkWorld, Telephony and Unified Communications Magazine, as well as industry analysts IDC and Informa.

The media campaign positioned Voyager Edge as ‘ahead of the curve.’ Early pitches to target reporters highlighted the similarity of Recursion’s Voyager platform with the NASA Voyager program, a series of U.S. space missions that have reached farther into the cosmos than scientists could have originally predicted. Likewise, Voyager Edge was taking software developers to new programming frontiers through intelligent mobile agent technology.

Brooks & Associates also worked with Recursion to establish an emerging presence at large mobile industry conferences and trade shows including CES and CTIA, as well as smaller interest groups such as Mobile Monday Dallas. These in-person gatherings were an opportunity to meet with reporters and demonstrate the power of Voyager up close.

RESULTS

Over a four-year timeframe, the Voyager Edge campaign generated a consistent track of coverage in analyst, trade and business media outlets. Stories about Voyager were published in virtually every medium, including print, blogs, online news sites, podcasts and online video.

Specific results included: