About Absolute Software
Absolute Software Corporation (TSX: ABT) is the leader in computer theft recovery, data protection and secure IT asset management solutions. Absolute Software's solutions help combat the security risks associated with mobile computing assets and the asset management challenges they pose.
Challenge
The education markets have always been a cornerstone of Absolute's corporate and consumer communications strategies. The company's enterprise product suite, Computrace, has a large installation base among K-12 and higher education institutions. Absolute's consumer product, Computrace LoJack for Laptops, is very appealing to university students (and their parents). While both prospective customers fall into the education category, reaching them requires unique tactics.
Solution
We communicate the benefits of Absolute's products in the way, and in the forum, that achieves the greatest impact for each education audience. Our corporate education strategy focuses on building credibility for Absolute's enterprise product in the publications that matter to education decision-makers. Placing case studies in trade publications such as EDTECH, eSchool News, Greentree Gazette and other prominent industry outlets is key. So is setting up media appointments for Absolute's education spokespersons at conferences such as Educause and NECC.
Our approach to targeting prospective education customers for Absolute's consumer product emphasizes back-to-school-themed promotions. These programs include those that we create, such as a customized direct mail piece to education reporters at top DMA newspapers, or joining a co-op Satellite Media Tour (SMT) or syndicated content service, such as ARA, that packages student-themed stories that small-to-medium size publications can run at no cost.
Results
Corporate Education Coverage:
- Expecting the Unexpected, District Administration
- Stop, Thief! and Trace Evidence, EDTECH
- Safeguarding Laptops and Their Contents, Education World
- Thefts Can Be Prevented, New York Teacher
- New Absolute Software Release Secures and Manages Handhelds, Campus Technology
- Arizona School District Uses Tracking Software to Protect Laptops, Security Products
- LAUSD Uses Secret Weapon in Laptop Theft Recovery, THE Journal
- Don't forget Laptop Security, Greentree Gazette
- Schools Use LoJack to Track Stolen Computers, WSMV Nashville (video)
Consumer Education Coverage:
- "Preventing Laptop Theft this Back-to-School Season" - 59 print placements, 377 online placements and nearly 20,000,000 combined impressions.
- "High Tech Checklist for A-Plus Students" - 96 print placements, 93 online placements and more than 45,000,000 combined impressions.
- Back-to-School Satellite Media Tours in 2007 & 2008 - combined reach of 10,000,000+ viewers, including all top 200 broadcast DMAs, The Ion Network, DirectTV and Dish Network.
- Avoiding ID Theft at College, Wall Street Journal
In addition to the education market, we conduct proactive media relations on behalf of Absolute with the IT trade media, business media, and other key verticals. We also manage Absolute's analyst relations program. To learn more about any of these initiatives, contact us.
