Challenge:
A pioneer in the wireless data market for more than fifteen years, AirLink Communications provides hardware and software solutions enabling enterprises to remotely monitor and control fixed and mobile assets across three broad sectors: infrastructure, mobile data and utilities. The company had grown consistently for ten years when it ran into a sustained period of stagnant growth. A new management team was appointed, who wanted to develop and implement a new growth strategy for the company.

Solution:
AirLink turned to Blue Mine Group to develop and execute a broad ranging market development program, including product market focus, positioning, and tactical marketing communications. Blue Mine Group worked with AirLink's fluctuating budget and concentrated on efforts that produced the highest level of visibility at the lowest cost.

Results:
Blue Mine Group immediately began strengthening communication efforts around AirLink's major trade shows in order to increase face-to-face time with attending media and analysts, as well as potential business partners and customers. To be sensitive to AirLink's budget, Blue Mine Group focused on low or no-cost reputation-building efforts, such as placing bylined articles and organizing coverage in industry publications, securing speaking opportunities at conferences and arranging product placement in partner booths at trade shows. Blue Mine Group also worked with AirLink's marketing and sales teams on additional projects - including analyst presentations, trade show graphics, corporate brochure and new web site content and design - to incorporate a consistent message and recognizable brand into all corporate materials.