D-Link India is a part of the multinational Taiwan headquartered D-Link Corporation which has overseas business units in 26 countries. D-Link provides world-class solutions in networking and communications. The Company’s press activities had focused on technology media and were characterized by a traditional tech company approach.

D-Link asked Pressman to develop a communications strategy that would raise their corporate profile among the relevant target audiences, especially the business and the financial community.

The strategy aimed at positioning D-Link as a brand with strong consumer connections and highlighted the innovative technology and cutting edge R&D to reinforce corporate branding.

A stakeholder, analyst and media outreach programme targeted key analysts and opinion makers in the financial community and also senior journalists from the business media. A database of leading analysts, especially those who track midcap technology companies was drawn up and an information kit comprising of the company’s annual report and a corporate presentation was sent to them.

Analysts meetings and facility visits were organized to enhance awareness about the company among the financial community. Simultaneously, media relations initiatives focused on business media with regular press releases, one-on-one interviews and press meets to announce quarterly results.

The corporate and financial communications programme proved to be a huge success. Several leading financial institutions started tracking the company and D-Link received extensive coverage in the country’s most reputed mainline business print and broadcast media, including feature stories in the country’s two leading business magazines Business India and Business Today. Several business channels including CNBC and NDTV also included the company’s symbol on their ticker.

The campaign was a major success and D-Link benefited enormously with enhanced awareness, which reflected in its share price and trading volumes. The increased visibility and stronger brand recognition also contributed to a marked increase in product sales.