CHALLENGES
- Establish Data Center Automation as a new category of software despite industry skepticism and threat to IT labor
- Associate Opsware as inventor of the technology
- Promote the company’s transformation from services provider (Loudcloud) to software developer
- Difficulty obtaining customer endorsements due to onerous approval processes of Fortune 1000 customer base
- Position Opsware for acquisition by top three software giant (subsequently, purchased by HP for $1.6B in 2007)
BPR RESULTS
- Secured acknowledgement of category definition from thought leaders and pundits by developing and implementing aggressive Analyst Relations strategy
- Instituted strong trade press awards program to circumvent customer approval process and publicize cost savings and ROI of Opsware’s software
- Developed strong press relationships up and down the masthead from executive editors to beat reporters
- Drove trend stories that helped shape the category
Barokas Public Relations has enjoyed an extensive partner relationship with Opsware (now HP) since 2001 when the company was first founded as Loudcloud by Netscape mogul, Marc Andreessen. He is quoted as saying: “What BPR lacks in size they make up for in tenacity and perseverance…agency size and agency reach are by no means mutually exclusive.” By developing a well-crafted and flawlessly executed AR/PR program, BPR helped shepherd the fledgling service provider into one of the most successful startup software companies of our time. This ultimately led to Opsware’s acquisition by HP in mid-2007, and the appointment of BPR as one of HP’s distinguished preferred PR providers due in large part to the agency’s deep media and analyst relationships. BPR continues to play a pivotal role in the promotion of Opsware’s technology which now serves as the foundation of HP’s Business Service Automation division.