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Cambium Networks: Promoting Global Wireless Connectivity

Challenge

Do you know what this picture shows?

Wi-Fi – available on the tallest place on Earth, Mount Everest.

Only Cambium Networks can make that possible.

But no one would have known about it if it weren’t for their PR efforts.

Here is the story.

In 2017, Cambium Networks asked its PR agency of record, Bospar, to build brand awareness of the company as a leader in the wireless broadband space among key vertical media and top-tier business media, generate visibility for the company’s growing portfolio of solutions, and promote key customer stories to help achieve business goals, including an increase in customers, market share and 50 percent YoY revenue growth. Cambium Networks also wanted to improve its employee and partner training programs and tapped PR to develop a series of trainings.

 

 

Strategy

Bospar commissioned third-party research examining Americans’ views on the quality, price and reliability of their Wi-Fi and the places and times that they need reliable Wi-Fi.

PR paired data with the development of an industry white paper on understanding 5G and steps operators should take before deploying 5G to help establish Cambium’s leadership on the topic and set the stage for subsequent announcements of 5G customer success stories, executive visibility and thought leadership.

PR also pushed out multiple announcements to achieve maximum visibility of the company milestones and set up the need for new products, including cnPilot and ePMP.

PR worked with Cambium Networks to develop customer case studies and corporate social responsibility stories. PR also worked with Cambium Networks on a CEO thought leadership program, including the development of blog posts that were pitched and placed in vertical and technology outlets before appearing on the Cambium Networks site.

  1. PR developed and presented a comprehensive training program for Cambium Networks employees and partners on how to leverage social media channels to increase Cambium Networks awareness.
  2. PR developed and executed an analyst relations program, conducting outreach to more than 30 key industry analysts at Gartner, IDC, Forrester, Frost & Sullivan, Ovum, ARC, and Enterprise Management Associates to set up introductory briefings with Cambium Networks subject matter experts, provide them with an overview of the product portfolio and new announcements, and pursue inclusion in relevant industry research.
  3. PR conducted outreach to vertical wireless broadband media, top-tier consumer, business and tech media, and local and national broadcast media.

Success

Media Snapshot

Inc.: 25 Simple Daily Habits that Separate High Achievers from Everyone Else (Christina DesMarais)

VentureBeat: You Can Now Get a WiFi Connection on Mount Everest (Dean Takahashi) and 12 Companies That Could Make 2018 Epic for US Tech IPOs (Chris O’Brien)

Huffington Post: Beyond Convenience for Refugees, Internet Access Can Be As Important As Food (Danielle Sabrina)

InformationWeek: Big Data, software platforms, tech vendors to watch in 2018 (Susan Fogarty)

CRN: 10 Connected Platforms and Products Unveiled at IoT World

Urgent Communications: Cambium Networks Bolsters Wireless Broadband Capacity for Elevate Access Solution

Channel Partners: 7 Minutes with Cambium Networks President and CEO Atul Bhatnagar

 

Results

In 2017, Cambium Networks saw an increase in new customers and an increase in revenue. The company also bolstered its employee and partner training programs with Bospar’s contributions, leading to an increase in social media activity by employees and partners that raises Cambium’s social profile.

PR secured over 181 pieces of coverage and over 90 million impressions. PR developed and executed an analyst relations program, conducting briefings to more than 30 industry analysts at Gartner, IDC, Forrester, Frost & Sullivan, Ovum, ARC, and Enterprise Management Associates. PR increased Cambium’s media exposure by 337% YoY.

“We needed to enhance our visibility in the industry to support our growth objectives,” said Scott Imhoff, Senior Vice President of Product Management. “The Bospar team partnered with us to first understand our business and target markets. Then, they executed a detailed media and analyst relations plan to clearly explain our message and relevance to our target markets. This has been a key component to achieving our business goals.”

 

The Bospar Factor

PR worked with Cambium Networks on a multi-pronged approach that leveraged new research that Cambium owned and included the development of an industry white paper, a CEO thought leadership program, and key pieces of collateral, including customer case studies, to generate placements in vertical media and top-tier business, technology and consumer outlets. PR also developed multiple social media training presentations tailored for different audiences.

“The Bospar team partnered with us to first understand our business and target markets. Then, they executed a detailed media and analyst relations plan to clearly explain our message and relevance to our target markets. This has been a key component to achieving our business goals.”

— Scott Imhoff, Senior Vice President of Product Management, Cambium Networks

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