NetApp Recognized For "Punching Above Its Weight"
Sunnyvale, Calif. - April 24, 2007 --
Network Appliance, Inc. (NASDAQ:
NTAP), a leader in advanced network storage solutions, today
announced it has been named a finalist for the 2007 Silver SABRE
awards from the Holmes Report in the Technology Hardware category.
NetApp, Voce Communications, and the integrated worldwide public
relations team received the nod for successfully positioning the
editorial image of NetApp as a global leader in unified storage
against some of the world's largest IT companies.
"Driving brand awareness against namesake
firms such as Dell, HP, and Sun requires a strategic approach to
public relations," said Elisa Steele, vice president of Corporate
Marketing at NetApp. "Messaging must be integrated, relevant, and
above all customer-centric. NetApp is honored to be selected by
Holmes Report for our worldwide communications campaign."
NetApp considers PR a strategic marketing
tool, vital to enabling the company to maintain or surpass its
aggressive growth goals. The "Punch Above Our Weight" internal
campaign was therefore created to rattle competitive stalwarts.
Spearheaded by an aggressive PR program and integrated with
NetApp® marketing and field programs, this ongoing campaign
spans 30 countries where NetApp maintains a dedicated PR
NetApp began this PR campaign by taking a page
from the "simplicity" value proposition of its products.
Understanding that the simplest messages are usually the most
memorable, NetApp synthesized multiple product and corporate
messages into a clean, compelling, customer-centric story. This
allowed both business and technology readers across multiple
geographies to clearly grasp the company's value proposition.
NetApp then worked to cultivate a strong
following of evangelists to promote its offerings. Embracing these
influencers, clearly translating technological advantages into
business benefits, and integrating these benefits with an
identified brand definition enabled the company to expand its reach
and accelerate its sales cycle.
The Holmes Report Silver SABRE Awards honor PR
innovation and recognize those in the forefront of their
industries. The Fifth Annual SABRE Awards Dinner will be held in
New York on May 8, 2007, at the Sheraton Hotel and Towers New
About Network Appliance
Network Appliance is a world leader in unified storage solutions
for today's data-intensive enterprise. Since its inception in 1992,
Network Appliance has delivered technology, product, and partner
firsts. Information about Network Appliance™ solutions and
services is available at
NetApp PR Hotline