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Cambium Networks: Going Public, Going Big

Cambium Networks should have been a media darling after being spun off from Motorola.

But after relying on a large New York-based PR firm to get the word out, it might as well have been in the witness protection program.

Objective

That’s when Cambium turned to Bospar. The company needed a nimble and responsive PR agency to build its brand and support its sales teams at key events.

Strategy

PR worked with Cambium Networks on a multi-pronged approach that leveraged new research that Cambium owned, the development of an industry white paper, a CEO thought leadership program and development of 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. 

When Cambium decided to issue an IPO, we collaborated with their investor relations team to get the word out. We developed a roadshow Q&A, prepping key reporters and pitching the story about how this was the first Chicago company in over five years to go public. On listing day, we managed a complicated calendar of events with journalists, analysts and the big reveal at the NASDAQ itself. As reports started to publish, Bospar worked with IR to handle errors and omissions to ensure the record to listing day was completely accurate. From that point forward, we worked closely with Cambium’s investor relations team to ensure Bospar communicated the company’s IR story to key business reporters. This included a strategic announcement strategy to support Cambium’s acquisition of Xirrus Wi-Fi products and cloud services from Riverbed Technology, Inc. that demonstrated the company’s growth and momentum.

Results

Bospar made Cambium’s solutions sexy by showing what pain points they solved – from Wi-Fi connectivity issues and access to communication during natural disasters. PR worked with the CEO to draft executive bylines and also supported Cambium at key events. Cambium ultimately tasked Bospar with being Cambium’s international agency of record; Bospar coordinated agency coverage around the globe and also provided social selling training to the sales team in English and Spanish.

Cambium watched its media coverage triple, with coverage in Fox News, VentureBeat, CNET and Network World. Additionally, Cambium saw an increase in new customers and an increase in revenue. We spearheaded a robust analyst relations program for Cambium to raise the company’s visibility within the industry, conducting briefings to more than 30 industry analysts at Gartner, IDC, Forrester, Frost & Sullivan, Ovum, ARC, and Enterprise Management Associates – leading to Cambium’s inclusion in the Gartner Magic Quadrant and other key industry recognition for the very first time.

“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 express our message and relevance to our target markets. This has been a key component to achieving our business goals.”

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