NI provides automated test and measurement solutions to engineers across industries and around the globe, from transportation to aerospace to semiconductor and electronics. NI’s technology accelerates innovation cycles and makes the world tick, but its product-centric approach was failing to show the world how their solutions were empowering the complex needs of engineers — the unsung heroes of innovation.
Challenge
After spending three years developing a new business strategy and redesigning its 40-year-old brand, NI tapped INK to develop a media and analyst relations program that would effectively position and communicate this change, grow its coverage footprint beyond trade publications, and expand into new media channels such as podcasts and broadcast. INK zeroed in on NI’s new call to action, “Engineer Ambitiously™.” and centered the story around how NI helps unlock innovation, engineer the extraordinary, and disrupt industries.
NI planned to launch its new name, look, and strategy in 2020 at its annual global conference, NIWeek. But as COVID-19 took hold of the world, this channel was no longer on the table. INK quickly pivoted to developing a multi-phased rollout plan that would build momentum towards an ambiguous launch date and orchestrated a new “big splash” moment for the announcement.
Solution
INK focused on building out NI’s analyst network and securing priority firms’ buy-in on the company’s new brand strategy. This phase included hosting a virtual analyst day, embargoed analyst briefings, and conducting larger analyst outreach for approval to include them in NI’s content, press releases, and media inquiries.
Then the INK team got to work seeding stories of engineering innovation and the company’s expertise across target industries and planning a long-term campaign to take the rebrand past a single moment in time. INK translated NI’s origin and rebrand story for each key industry, delivering unique angles for top tier media and analysts in each vertical. Using this tailored approach, INK positioned NI as a subject matter expert across a variety of technology spaces, leaning on the company’s deep industry knowledge to provide commentary on relevant news.
Results
This approach led to strengthened media and analyst relationships and established a foundation of steady media buzz for NI’s announcement. On launch day, pre-planned earned media hit the newsstands, and INK kicked off another round of heavy outreach to introduce the newly refreshed NI to a wider net of targeted media and analysts.
Post-launch, INK maintained the momentum of the announcement by continuing to push content from NI’s existing brand refresh campaign, driving forward a thought leadership campaign, and prioritizing proactive angles that showcase NI’s experience through the lens of each of its priority industries. Together, this led to sustained coverage of NI’s refreshed strategy and mission throughout the remainder of the year.
INK elevated the story of NI’s new company identity to mainstream audiences while staying true to our company’s mission and goals.
Brandi Martina
Director of Global Communications, NI
