Horn Group Celebrates Growth in Interactive Services

Software Companies Embrace Integrated Technology Communications; Agency Expands Practice in New York

November 8, 2004 - New York City, NY - Horn Group, Inc. today announced the expansion of its Interactive Services practice, less than a year after its introduction in January. Software companies across the country have embraced Horn Group's approach to integrated public relations and interactive marketing campaigns - signaling the evolution of traditional public relations. As a result, Horn Group is building a more national presence for its Interactive Services and adding new technical and creative talent to its team. Starting today, Gannon Hall, Managing Director of Interactive Services, will be based in Horn Group's New York City office.

"The rapid growth of our Interactive Services practice is central to Horn Group's vision for technology communications," said Sabrina Horn, president and CEO of Horn Group, Inc. "These services give Horn Group a new competitive advantage, a greater value proposition, and in return, a larger share of the marketing pie. Our clients on both the East and West Coasts are integrating public relations, interactive marketing, and creative services for cohesive and far-reaching results."

Technology Public Relations Redefined
While consumer goods have long relied on visual brand to reach customers, technology companies must convey value and differentiation, as well as visual appeal, in their brands. Horn Group has recognized the need to marry traditional public relations - responsible for communicating the value and differentiators of a technology offering - with the interactive and creative marketing disciplines responsible for creating an identity on the web and in print.

"Horn Group is familiar with the distinctive marketing demands of technology companies, whether you need to redesign a website following an acquisition, or produce an interactive demonstration in conjunction with a product launch and press tour," said Hall. "We help our clients succeed by developing and executing online marketing strategies beyond typical brochure-ware. Our integrated solutions leverage market research, target user analysis and custom CRM integration to increase quality leads and provide the metrics our clients need to make informed marketing decisions."

Recent Interactive Services Campaigns
Recently, Horn Group has completed a dozen projects including brand analysis and development, competitive marketing research, web design and development, CRM consulting and integration, and PR launches. The agency's Interactive Services team has worked with clients across the country, regardless of location, from Silicon Valley and the Northwest to New England and the greater New York area. Highlights include:

  • Aurema, Cupertino, CA
  • Determine Software, CA
  • Evident Software, Bloomfield, NJ
  • GlowPoint, Hillside, NJ
  • OpenService, Inc., Westborough, MA

    Aurema, Inc., who provides workload management solutions, began work with Horn Group in early 2004. Well-known for its leading product ARMTech, the company lacked the strong corporate identity needed for its next stage of growth. Working closely with Aurema's executive management and marketing teams, Horn Group built an integrated campaign that began with positioning and message work in April and culminated last month with a significant new product launch and the debut of its new website.

    "The strategic synergy of the Horn Group's integrated approach to public relations and interactive marketing mapped exactly to what Aurema needed at this key phase of our growth," said Therese Wells, director of marketing at Aurema. "The foundational positioning and messaging work, a strong media and analyst campaign, and extraordinary execution in a short period of time on a new web presence combined to deliver tremendous positive momentum for us in the marketplace."

    Evident Software, a client of Horn Group's New York office, recently introduced Evident Enterprise 5, the latest version of its IT service intelligence platform. The product launch was coupled with Horn Group's redesign of the Evident corporate identity and visual brand. Before redesigning the brand and web site, Horn Group staged an internal audit of key executives, along with competitive market research and target user analysis to better understand the requirements of the new branding.

    "Other firms we talked to just focused on cool look and feel," said Helen A. Donnelly, vice president of marketing at Evident Software. "But with Horn Group, extensive interviews, competitive analysis and wire-framing ensured content, tone and theme were all well-defined before any graphic design took place. Their methodology and quality of work really set them apart - we couldn't be happier with the result."

    About Horn Group, Inc.
    Horn Group, Inc. provides communications services to technology companies at every stage of growth - from start-ups that need visibility to large corporations striving to build market leadership. An established and independent firm, Horn Group offers integrated services that reach press, analysts, customers, partners, investors and employees. Services include public relations, web site and graphic design, and market research. Located in San Francisco, Boston, and New York, with new satellites in Chicago and Washington D.C., Horn Group has earned national recognition for its excellence in client service and employment practices. More information can be obtained at www.horngroup.com.

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    Contact:
    Gannon Hall
    Managing Director, Interactive Services
    Horn Group, Inc.
    212.931.5211

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