Stardust.com is an Internet knowledge services company that facilitates the collaboration between the Internet Engineering Task Force (IETF), product vendors, and the IT community to enhance market adoption of essential emerging Internet technology.

Stardust’s strategic plan calls for involvement in three key industry segments that include: hardware and software companies, service providers and targeted Internet markets. Stardust has sought to understand and lead the integration of each of these industry segments.

Stardust’s partners in this collaboration include 3Com, Cisco Systems, Hewlett-Packard, IBM, Intel, Lucent Technologies, MCI, Microsoft, Sun Microsystems, and Xerox PARC. Stardust.com and Partners want to accelerate the Internet technology learning curve and drive Internet standards acceptance and usage.

DRB Services: Public Relations and Advertising

Challenge:

• Increase attendance in Stardust.com Forums (Forums are special interest groups created to advance leading edge technologies like QOS, IP Multicast and Wireless Multimedia)
  

• Increase attendance at Stardust Events (Technical Conferences)
  

• Guide Stardust.com to be the premiere Information Portal for Software Designers
  

• Support Stardust in achieving a successful IPO or strategic acquisition

DRB Strategy:

• DRB instituted a comprehensive Public Relations campaign with a secondary focus on Advertising to promoteforums and events
  

• DRB developed successful relationships with a base of key publishers, editors, analysts and reporters resulting in regular articles in industry trade press
  

• DRB conducted a competitive intelligence program as part of an acquisition / IPO strategy for Stardust.com
  

• As a result of the competitive intelligence study, DRB began to target publishers for possible acquisition of Stardust.com

Results:

• Successfully branded Stardust.com as the premiere Internet technology portal
  

• Increased attendance in Stardust Forums and events by 30%
  

• DRB Partners developed a strategy for Stardust that positioned it as the perfect acquisition for a technology industry publishing company
  

• DRB introduced Stardust founders to Penton Media, who acquired the company in October, 1999
  

• Received coverage on one local and two nationally televised programs

Other Services:

• Logo Design – Created several forum logos
  

• Collateral Materials – Press kit materials, conference guides, direct mail
  

• Web Graphics – Designed tertiary web pages

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