The ASI SIG needed to generate awareness and support for Advanced Switching technology and establish itself as a more credible and aggressive player among competing industry standards/organizations such as Rapid I/O and Ethernet. Critical momentum was needed immediately, along with a demonstrated unity among SIG members, to ensure industry press and analysts had an accurate perception of ASI. Additionally, it was critical that the ASI SIG expand its membership base and support by industry technology leaders - as the members drive the livelihood and proliferation of the standard.


The Ardell Group devised a proactive PR plan including ongoing media and analyst relations, targeted awareness campaigns, speaking program, contributed articles, newsletter program and tradeshow meetings. Our strategy was to begin by promoting education and awareness in the market about ASI technology and its ideal applications, then build on those relationships and momentum by offering proof points of technology adoption.

• Placed more than 14 contributed articles on ASI, facilitating industry education and awareness industry
• Membership increased by 600% in first nine months of PR campaign
• Secured more than 40 educational press/analyst briefings via teleconference and onsite at leading industry events
• Placed ASI SIG spokespeople in 6 panel slots at targeted events including: SUPERCOMM, NSDC, MemCon, NPF
• Created and distributed monthly SIG newsletter to current and prospective members, as well as industry influencers
• Garnered approximately 10 press briefings at European tradeshow and subsequent coverage in leading target publications