Track 24 Case Study Infographic image. Text on image: Block one – Introduction - Track24, which provides tracking hardware and software to enable organisations to track personnel, vehicles, aircraft and maritime vessels, needed to launch its latest technology in the defence sector. Block two – objectives - Track24 needed to: 1) Raise its profile as a serious player in the defence technology space 2) Launch its Situational Command and Control product to procurement departments in defence ministries across the world 3) Generate collateral to support its sales team’s outbound efforts. Block three – Context - Track24’s new technology was up against established tech giants that specialise in providing solutions to the defence sector. The company needed to take on these major competitors with a fraction of the budget. Block four – Strategy - We first helped Track24 define the value proposition, and developed messaging, collateral and web copy. We then launched a dedicated public relations programme targeted at the international defence community, focusing on: 1) The growing importance of situational command and control in a new era of ‘war amongst the people’ 2) The urgent operational requirement for beyond line-of-sight solutions 3) The need for forces to ensure that budget cuts do not compromise the safety and effectiveness of their troops in battle. PR activities included: 1) Interviews with key defence sector journalists 2) Informative opinion pieces 3) Media releases announcing product updates and contract wins. Block five – Results - Within a year, Track24’s defence offering had: 1) 70 pieces of positive coverage across the core defence sector media including Jane’s (e.g. Jane’s Defence Weekly) and Shephard (e.g. Digital Battlespace) defence publications, army-technology.com, Strategic Defence Intelligence, Global Military Communications as well as key DSEI titles to promote conference attendance 2) Increased awareness within the global defence community, which served to support sales efforts 3) Won its first contract with a national defence department. Block six – Testimonial - I am not sure we could have launched this product successfully to the defence market without the PR and messaging support provided by TopLine. Their B2B PR expertise is second to none, and they really demonstrated an ability to understand this very complex industry and help us define our positioning. Within weeks of appointing TopLine we were being featured alongside billion-dollar companies in the core defence and technology media. This went a long way towards establishing our credibility in the sector, enabling us to successfully start selling to governments across the globe. - Giles Peeters, Track24 Defence Sector Director.

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