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E Ink CorporationE Ink Corporation is the leading developer and marketer of electronic ink technology. E Ink is located in Cambridge, Mass., and is available on the Web at www.eink.com.IndustryE Ink Corporation was founded in 1997 to create a new medium for visual communications. E Ink’s electronic ink-based displays have many benefits over competing display technologies, such as liquid crystal displays (LCDs). In addition to an easy-to-read, paper-like reading experience, E Ink’s displays are thin, lightweight, flexible, highly portable and consume dramatically less power than traditional displays. Electronic ink displays are currently being developed for many applications including handheld devices, wearables and signage.Business Challenge- Take electronic ink from research conducted in the Media Lab at MIT to the marketplace.
- Stimulate sales of retail signage products to create revenue to sustain R&D of electronic ink for electronic books and newspapers—the company’s ultimate goal.
- Distinguish electronic ink from other traditional and emerging display technologies.
- Generate manufacturing partnerships with leading device and electronics companies.
Schwartz PR Strategy- Stimulate sales of retail signage products through coverage in key industry trades.
- Promote company’s long-term vision of “electronic paper” as well as future applications for electronic ink.
- Position E Ink as a leader in the development of new display technology that could be one of the most significant milestones in printing since Guttenberg’s invention of the printing press.
- Promote key technology milestones and “firsts,” such as the first color electronic ink display and the world’s first flexible active matrix display.
- Leverage investors such as Hearst and Motorola; partners Lucent, IBM, Philips and TOPPAN Printing; and customers like Arizona Republic, Coke, Eckerd Drug, JC Penney and Yahoo.
- Establish E Ink executives as experts on the future of publishing and the display industry.
Results- Schwartz secured news and feature stories with the following types of national media outlets: ABC World News Tonight, National Geographic, Newsweek, The Economist, The New York Times (two features), The Wall Street Journal (front page of “Marketplace” section), USA Today (two features on front page of “Money” section), The Boston Globe, The San Francisco Chronicle, The Washington Post, Investor’s Business Daily, Fortune, Fox News, National Public Radio, CNBC, CNN, CBS Radio and BBC Radio, among dozens of others.
- Reporters and producers from more than 20 countries, including the United Kingdom, France, Germany, Japan, Canada, Italy, Denmark, Australia and Brazil, turned E Ink into a global story.
- Schwartz placed numerous stories in the science and technology trades, including Science, Nature, Scientific American, New Scientist, EE Times, Popular Science, Computerworld, Technology Review, ZDNet, InfoWorld, Electronic Products, Electronic News and Newspapers & Technology, among many others.
- Schwartz generated tremendous PR coverage for E Ink’s retail signage products in the sales and marketing and retail trade publications. The agency secured stories in publications such as Chain Store Age, Retail Technology, Signs of the Times, Point of Purchase, POP Design, Stores, Retail Information Systems and Visual Merchandising & Store Design.
- The interest Schwartz generated for E Ink also led to the company receiving several prestigious awards for its electronic ink technology, including being named one of Upside’s Hot 100 Private Companies, Industry Week’s “Technology of the Year” and Popular Science’s “Best of What’s New.”
- E Ink and Schwartz received thousands of inquires from potential customers, partners and investors interested in the company and its electronic ink technology.
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