Hewlett-Packard’s Technical Computing Group is a leading global provider of computing with imaging solutions and services focused on making technology and its benefits accessible to all.

Hewlett-Packard’s Semiconductor Test Group (STG) develops and manufactures advanced, high-speed chip circuit test systems. This division spun off as part of a separate company, Agilent Technologies, in 1999. Today, Agilent Technologies is an industry leader in Test and Measurement and the Semiconductor Test industries.

DRB Services: Public Relations, Trade Show Management and Advertising

Challenge:

DRB Partners was hired by Hewlett-Packard to properly position the launch of the HP semiconductor test product lines; to position the group within the imminent spin-off of Agilent Technologies; to create advertisements for trade publications; and to manage the company’s trade show events at SemiCon West, where the launch was to take place.

DRB Strategy:

  • Establish a public relations campaign to enhance market exposure for semiconductor test systems, and to prepare the relevant market sector for the spin-off of Agilent Technologies from Hewlett-Packard
  • Establish a presence at the SemiCon West trade show in San Jose, California to demonstrate Hewlett-Packard’s leadership and technology roles in the semiconductor test industry
  • DRB capitalized on Hewlett-Packard’s reputation as the birthplace of Silicon Valley. DRB implemented the strategy by creating advertising, public relations, and signage focused on the campaign theme, “Rarely do you get a second chance to visit The Garage... for the first time!” The theme was used in the public relations launch and product programs,
    in advertising the new spin-off, and for tradeshow signage.

Public Relations:

  • DRB held a messaging and branding workshop with Hewlett-Packard personnel to determine the best messages and focusfor public relations, advertising and tradeshow campaigns.
  • DRB conducted an industry analyst and press tour with the Division Vice Presidents to reacquaint editors and analysts with Hewlett-Packard and the Semiconductor Test Group, soon to become a part of Agilent Technologies.
  • DRB organized a press conference at SemiCon West. Editors and analysts were invited to meet Edward W. (Ned) Barnholt, division head of Hewlett-Packard’s Test & Measurement Organization, and Agilent’s future president and chief executive officer. The object of the press conference was to discuss future plans and product offerings.
  • DRB created press kits for the trade show and press conference. Press kits were distributed ahead of time electronically and in printed form so editors could prepare for the press conference. Editors were also invited to HP customer events as well as one-on-one briefings.

Advertising & Trade Show Projects:

  • DRB created a single page, 4-color ad depicting The Garage. The ad was placed in essential semiconductor trade publications and the SemiCon West Show guide. The ad contained an invitation by Walter Hewlett, son of founder Bill Hewlett, and HP board member, to come to the Hewlett-Packard booth to see what was happening in The Garage today.
  • The Garage related graphics were used for show signage, posters, mailers, event invitations and tickets and collateral handouts. DRB guided the design of the trade show booth to be sure it reflected the theme. The main part of the booth emulated the original garage, including the stone plaque commemorating it as the “Birthplace of Silicon Valley”.
  • The tag line, “History is about to be made...again!” was developed for use in conjunction with the Hewlett-Packard logo (anticipating that the Agilent logo could be substituted at the last minute). This was applied to show hall posters, banners and even to the stair risers of the main entrance to the convention.

Results:

  • Hewlett-Packard received extensive press coverage, both in print and electronic Publications. Attendance at the press briefing was nearly 100% of the RSVP's, plus the number of editor drop-in’s resulted in a packed session.
  • The Hewlett-Packard tradeshow booth was recognized by SemiCon West as one of the top exhibition booths at the show
  • Hewlett-Packard's original Test & Measurement group was officially launched as part of Agilent Technologies. Stock prices remained strong and industry analysts were positive about the prospects for both companies.
 

 


Download PDF
page1 of 2


Download PDF
page 2 of 2