The Challenge
InfoBlox is the developer of a product called DNS One, a server appliance that simplifies domain name service (DNS) and dynamic host configuration protocol (DHCP) management. These are arcane, back-room services that are generally passed over in the media for sexier, more visible applications such as eBusiness and customer relationship management.

That changed in late January, 2001 with the announcement that several Microsoft Web sites had gone offline due to a DNS problem. Suddenly DNS was in the news, and Tech Image seized on what would be a small but potent window of opportunity to build a larger than life image for InfoBlox.

The Solution
The day the story broke, Tech Image began contacting journalists to offer InfoBlox CTO Stu Bailey as an expert on DNS. The first contact was an e-mail to the CNET reporter who wrote the initial story. The reporter responded in roughly 30 seconds, asking to interview Bailey as soon as possible for a follow-up story, which was posted that same day.

From there, Tech Image contacted additional reporters in both technology and general media, again offering Bailey as an expert. Over the next two days, he was quoted in several articles. The stories listed Bailey as a DNS expert, and in some cases even said the company’s DNS One product could have helped Microsoft avoid its current troubles.

To further capitalize on the opportunity, Tech Image developed and placed a byline article by Bailey on a portal site dedicated to one of InfoBlox’s target audiences, ISPs. After further DNS troubles were discovered that affected the world at large, Tech Image developed a press release talking about InfoBlox’s solution that ran as a news article on this same portal. In addition, as new hits came in, Tech Image developed e-mail messages to help InfoBlox merchandise this newfound visibility to customers and prospects.

The Results
InfoBlox’s Stu Bailey was quoted in articles on CNET, IDG News, CMP Tech Web, ZDNet, ISPWorld, PCWorld, and various portals – all within 36 hours. The byline article also appeared on ISPWorld as an exclusive within that market space, as did the press release about their solution to the BIND problem. The media coverage also had a direct effect on InfoBlox’s Web site visits, which increased 300 percent over the next few days.

“Our entire account team has been very responsive and aggressive…all of which (has) helped us launch the company quickly. Thanks for helping us create a larger-than-life image.”

— Stu Bailey, President and CEO, InfoBlox