Industry
Enterprise Wireless Networking
Type
Private
Audience
B2B
Company Stage
Established Brand
01: THE SITUATION
02: THE STRATEGY
03: THE RESULTS
Aruba was trailing its competitors. They were known as the wireless LAN company with no visibility in security, and no AI story. Aruba hired PenVine for its domain expertise and influencer relationships in these areas. For more than three years, PenVine has helped Aruba (a subsidiary of Hewlett Packard Enterprise) to strategically integrate its AI and Secure Access Service Edge (SASE) story and vision, ultimately leading to its industry leadership for edge networking.
By punching up their messages and implementing an aggressive PR program, PenVine helped shape Aruba’s competitive edge vis a vis Cisco and Juniper.
PenVine took a surgical approach to achieving Aruba’s competitive PR goals:
- Securing coverage to gain a competitive edge.
- Establishing AI-driven insights.
- Developing a strong story for the company in 5G/Wi-Fi hand off and cloud/WAN and edge security.
- Writing thought leadership content to drive visibility and lead generation.
- As a result of our PR program success, Aruba expanded the relationship, tasking PenVine to drive visibility and momentum in additional growth areas, including cloud-driven AI, 5G, and SD-WAN/SASE technology.
Strategies Used:
- Proactive Media Relations
- Thought Leadership Content Creation
- Announcements
- Event PR
- Reporting
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