Business ChallengeAtmel signed on with Schwartz Communications in early 2010 to up level the messaging and secure coverage in top-tier consumer electronics and business media. Atmel had previously done an excellent job maintaining the attention of the electrical engineering and semiconductor media, but needed to shift focus to more mainstream and business audiences to support the financial goals of the company. The company’s technology was in four out of the top five smart phones, yet little was known of its expertise outside of the nitty-gritty engineering markets.
Schwartz PR Strategy• Effectively communicate to intended target audiences the message that Atmel is not only a leading microcontroller and touch solutions company, but a technology innovator with a broad portfolio of IP, and a top-tier supplier to manufacturers of a multitude of everyday products and consumer electronics.
• Build momentum by maintaining existing relationships with semiconductor trade press while driving new coverage with consumer electronics media and top-tier business press.
• Make a splash by announcing Atmel’s large screen touch technologies.
• Begin to establish Atmel’s executives as industry thought leaders, leveraging key analyst relationships to strengthen credibility.
• Utilize customer relationships with well-known product brands to demonstrate the breadth of uses for Atmel’s technology.
Results• Schwartz achieved on-message coverage in technical trades, consumer electronics and business media, including a very welltimed on-camera interview with Melissa Lee, host of CNBC’s Fast Money (Call to the Floor) directly after Atmel’s Q3 2010 earnings were released. This coverage contributed to investor awareness of the stellar financial results the company achieved throughout the year.
• Schwartz delivered more than 200 pieces of coverage in a ninemonth timeframe, including pieces in Barron’s, Bloomberg Businessweek, CNBC, CNET, CrunchGear, Engadget, Forbes, KRON 4 Best of Bay, Reuters, New York Times, Venture Beat, Wall Street Journal, Wired and ZDNET.
• Schwartz maintained a strong program working with the technical trade press to garner ongoing coverage in Design News, ECN, EDN, EE Times, Electronic Design,
Embedded Technology Journal and Embedded.com, among others.
• Schwartz scheduled media briefings at and provided support for three major tradeshows in the same timeframe: ESC Silicon Valley, Convergence and CES 2011.