Expectation assurance...and a bit more

Vasco Data Security

The Challenge - Creating an Imperative for a New Technology

VASCO Data Security (NASDAQ: VDSI), a global provider of user authentication technology, charged Bridgeman Communications with educating key business and technology audiences about VASCO and its solution. Federal legislation on digital signatures provided the catalyst for Bridgeman to tell national trade media about the value of this e-commerce authentication application.

The Approach - Leveraging Breaking News through a Catalyst PR™ Campaign

The day the Digital Signature Bill left Capitol Hill, Bridgeman began aggressive outreach to the Washington, DC news bureaus of top-tier daily and weekly press covering this breaking news. Bridgeman offered a spokesperson from an e-security company who could explain what a digital signature was in a way consumers could relate to.

The Results

The campaign resulted in on-the-spot interviews with USA Today, Reuters, and The Wall Street Journal. Bridgeman Communications continued the campaign, adding a “digital signature 101” element to capture day-after stories which were being written by US News and World Report, Business 2.0, InfoWorld, and many other daily newspapers in secondary markets, as well as targeted vertical publications in the utility and financial services industries.