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LogicLibraryLogicLibrary is a fast-growing software company that makes it possible to easily manage software development assets (SDAs). Its solution, Logidex, allows application developers, business analysts and architects to quickly identify software assets that best match business and technical requirements for new application development and integration. Simply put: it’s a high-tech card catalog of all the different software components used throughout an organization’s development effort that dramatically speeds up Web services, integration and migration projects. For more information, visit logiclibrary.com.IndustryBefore companies can even think about integrating applications and embracing service-oriented architectures (SOAs) and Web services, they have to find existing software components, figure out how they are currently being used and determine where they fit in new projects. That’s no easy task. Companies have undertaken thousands of application initiatives over the years, creating a vast spaghetti works of software development assets (SDAs). It is vital that today’s development teams have a centralized source for intelligently cataloging these assets and, more importantly, a way to determine the relationship of these assets to the company’s specific technical architecture and business practices.Business Challenge- Even though there was tremendous demand for software re-use programs, the industry had yet to recognize these efforts as a viable, independent market.
- The entire technology sector was in a tailspin, making media and analysts skeptical of emerging solutions—even if they provided tremendous, documented return.
- To date, LogicLibrary had remained fairly quiet, building a nice customer base for its solution. As such, a major competitor had grabbed mindshare as the sole solution in the industry.
Schwartz PR Strategy- Dramatically simplify the LogicLibrary story with analogies that virtually any reporter could understand, including “cleaning out messy software closets” and “a high-tech card catalog for software development.”
- Move outstanding customer wins like CNA Insurance to the forefront of the program to illustrate the critical role LogicLibrary played in these companies’ efforts to embrace Web services.
- Leverage analysts and third-party partners and experts to showcase the market potential for Logidex and other software re-use solutions.
- Turn the recession on its head and leverage a widespread effort to “do more with less” to promote software re-use as both a vital cost saving measure and competitive advantage.
- Move executives to the forefront of the Web services and integration debates. This included the company’s brilliant co-founder and vice president of technology. With two books under his belt, Brent Carlson had the intelligence and credibility to be “one to watch” in the Web services space.
Results- After nearly two dozen analyst briefings in a single year, industry analysts began to include re-use, metadata repositories and SDAs into their reports. In fact, the lead Gartner analyst for the space wrote: “It’s hard to imagine application development organizations successfully assembling, deploying and managing global-class Web applications without a technology like Logidex.” And later on, Gartner issued its first “Magic Quadrant” for the space, placing LogicLibrary next to Computer Associates in the upper right “Leaders” category.
- An explosion of company, product and industry coverage. The Schwartz public relations program, in its first year, doubled LogicLibrary’s media coverage from the previous year and delivered 33 percent more coverage than the top competitor. Stories appeared regularly throughout top target publications, including SD Times, InfoWorld and Application Development Trends.
- An aggressive, wildly successful .NET solution launch highlighted the company’s strategic relationship with Microsoft and vast IDE support. In fact, just months after initiating this push, .NET-related stories grew to represent nearly 30 percent of total coverage.
- Widespread industry praise and awards for the company and its executives. Highlights include: an InfoWorld “CTO to Watch” (Brent Carlson), a Software Development Jolt Award finalist, eWeek Excellence Award finalist, and a spot on the SD Times 100 alongside Microsoft, Borland and IBM.
- Seventeen speaking placements for Vice President of Technology Brent Carlson and other executives, including an aggressive “grass roots” user group program in major cities.
- One year into the Schwartz PR program, LogicLibrary had tripled its customer base.
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"Per your comment of 'pleased about the Wall Street Journal,' we are not pleased, we are GIDDY about how great a job you all have done."Rob Butler
vice president of marketing, MBI. |
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