Company

Ericom Software is a leading provider of cloud-delivered, Zero Trust cybersecurity solutions that protect today’s digitally distributed organizations from advanced security threats. Ericom’s cybersecurity solutions protect tens of thousands of businesses and millions of end users worldwide. The company has offices around the world and a global network of distributors and technology partners. 

Business Challenge 

Since 2011, Springboard Public Relations has collaborated with Ericom’s marketing team to implement a series of media campaigns. 10 years later, in 2021, Ericom was set to release its new Zero Trust cloud security solution, ZTEdge™. With the launch of this comprehensive and cost-effective Security Service Edge (SSE) solution, Ericom was tasked with the challenge of educating the market on the unique capabilities of the solution while continuing to establish itself as a thought leader in the cybersecurity space – and specifically a leader in Zero Trust security. A multi-faceted campaign was developed to help generate awareness and secure placements among top cybersecurity and vertical publications.  

Process

Serving as an extension to Ericom’s marketing team since 2011, Springboard leads various marketing initiatives including ongoing public relations campaigns, social media, and content development. 

Public Relations

Springboard developed a public relations strategy that targeted key media, influencers, and analysts across trade publications and industry verticals to build relationships, generate awareness, and secure placements in a variety of mediums. To support PR efforts and differentiate Ericom from its competitors, Springboard leverages an editorial calendar to drive media campaigns, and utilizes trade shows, press releases, bylined articles, and podcasts to engage with key influencers. 

Executive Elevation 

Springboard developed a campaign leveraging Ericom executive team member’s subject matter expertise in Zero Trust security to gain exposure across trade publications and industry verticals to generate awareness, and secure placements in a variety of mediums. 

Awards Program

Industry awards are a key component of the PR campaign. Springboard has submitted various awards for Ericom and in the past three years alone, Ericom has won over 40 awards. Some of the most recent awards include eight Cybersecurity Excellence awards, People’s Choice Stevie® Awards Winner for Favorite New Product in the Cloud Platform and Network Security Solution categories, and ZTEdge won Hot Company Zero Trust and Next Gen SaaS/Cloud Security awards presented by Cyber Defense Magazine. 

Social Media

Springboard curates posts for Ericom’s and ZTEdge’s Twitter and LinkedIn accounts by leveraging existing content and third party articles that make the case for Ericom’s cybersecurity solutions. 

Results

Through PR campaigns and ongoing media outreach, Springboard secured a broad range of media opportunities for Ericom. Articles and interviews were published in enterprise technology and cybersecurity publications, in addition to industry verticals, such as Wall Street Journal, Infosecurity Magazine, CRN, Bank Info Security, This Week in Enterprise Tech, The Tech Talks Daily Podcast, and Adopting Zero Trust Podcast. 

Bylines were drafted and placed, including articles featured on Network Computing, Threatpost, Dark Reading, Security Boulevard, and Cyber Defense Magazine. 

Since the launch of ZTEdge, Springboard has played an instrumental role in generating awareness for the brand’s leading product and providing a solid foundation to build on for continued future success. 

Ericom was acquired by Cradlepoint, part of Ericsson, on April 4th, 2023.