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Case Study:

3Com – The Comeback Kid

Who says it isn’t easy to re-enter a key tech market after taking nearly a decade off? LPP developed a global communications strategy to put 3Com back in the global enterprise networking game and add the shine back to its brand as a market leader and fierce competitor to the likes of Cisco. Step one – develop new messaging and a strong story around its enterprise networking products with tremendous success in China, where 3Com and Cisco were neck-and-neck. Next, LPP media trained more than 20 spokespeople across 14 countries so that everyone was speaking the same language (PR language, that is – we’re speak mostly Boston-ese). Then, LPP started building the buzz around 3Com’s official comeback a week prior to the Interop show with business press interviews for 3Com’s President and COO. Nineteen pre- and at-show briefings and demos later (and let’s not forget the media-attended reception), LPP had secured 22 pieces of coverage in North America – including a Wall Street Journal exclusive that ran just before launch day. Eight months later, 3Com’s coverage had increased ten-fold, messages were consistent in more than 80% of the coverage, and reporters included them in stories alongside market leaders. The strategy was so successful that HP acquired the company for $2.7 billion, citing its progress in the enterprise sector and new products developed in China as major reasons for the purchase. Comeback mission accomplished.

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