HYPERtext linking technology and communications

Situation Analysis

In mid-2004, the banking industry was suffering from the effects of several high-profile phishing and identity theft attacks that challenged the security and viability of online banking. Companies looking to proactively mitigate fraud attacks had few choices. The available security options were designed to track down the origin of a phishing or fraud-related attack after the incident had occurred.

Enter Corillian Corporation. The financial services application provider developed a new technology that detected suspicious online account behavior and alerted financial institutions before identities and funds were compromised. While Corillian’s technology filled a gap in the security market, the company faced the daunting challenge of penetrating a crowded market dominated by well-established security companies such as RSA, Symantec, Cyota and Entrust. 

Execution

After meeting with leading analysts, journalists and Corillian’s sales and marketing teams, Text 100 developed messages mapping directly to customer concerns and buying habits and recommended a combination product launch and issues campaign to educate audiences on the value of preventive security measures. The strategy was to highlight the huge revenue loss resulting from online fraud and illustrate that corporations could proactively address the problem with new technologies before it crippled their business.

The issues campaign alerted audiences to the importance of early-warning online fraud detection and created demand for Corillian’s online fraud-protection technology. Text 100 drove launch momentum with customer announcements and ongoing issues commentary.

Evaluation

During the course of the campaign, Text 100 secured more than 175 pieces of news coverage for Corillian including feature stories in The Wall Street Journal, USA Today, CIO, Information Security, American Banker, Bank Technology News and a prominent front-cover story on Corillian’s security product in Credit Union Magazine. In addition, Corillian fielded a number of new customer inquiries.