Success Story: Finjan

“Thanks to our outstanding partnership with Activa PR, Finjan gained tremendous recognition and received excellent coverage that consistently placed us in the headlines of the most prestigious publications. The hard work of the Activa team helped to dramatically boost our brand recognition, and Finjan’s messages were articulated in relevant, interesting ways that helped us become a well-known security vendor across the globe. I would highly recommend their work to any company.”

- Yuval Ben-Itzhak, CTO, Finjan (acquired by M86 Security)
How does a relatively unknown company change its business strategy, become a respected thought leader in their new field and garner regular national press coverage?


Challenge


In 1996 Finjan, Inc. pioneered the proactive secure content management space for small and mid-sized businesses. The company changed its strategy in 2005 to focus on offering protection against emerging Web security threats to the enterprise market via a unified secure Web gateway solution. Finjan needed a public relations partner that would help them with this transformation as it sought to create market awareness, drive product demand and establish itself as a leading authority in their new space.


Solution


Finjan selected Activa PR for its deep knowledge and stellar track record in the Internet security industry, existing relationships with key media and analysts, and proven, results-driven public relations programs. Activa PR developed an aggressive and single-minded campaign to establish the little known company as the ‘go-to’ experts on malicious Internet threats. Parts of the plan included quarterly Internet security reports issued by Finjan to media, a hand-picked media and analyst tour, a proactive “tiger team” scanning for articles on Internet security issues and responding with spokespersons to address the news.


The Benefits and Results


In just a short time, the media started asking for Finjan’s quarterly threat reports because the information was invaluable for identifying emerging trends, ascertaining how these issues were affecting businesses around the world, and proposing potential solutions. This information helped to position Finjan and its executives as experts on cyber crime and Web security, and Finjan received consistent media coverage in leading outlets ranging from USA Today to ABC News to the New York Times to a wide range of industry-specific press. Reporters also turned to Finjan for insight and commentary on security events as they occurred and appreciated the quick response that Finjan and Activa PR provided them. Ongoing editorial, product reviews and industry awards continuously validated Finjan’s strong technology and credibility in the market.

Finjan’s solid positioning, market information and response to media all combined to create and build Finjan’s brand in the market and reputation with editors, analysts and customers around the world. In November 2009, Finjan was acquired by M86 Security and the new company represents one of the strongest competitors in the security market today, combining enterprise-class secure Web gateway, and secure Web and e-mail offerings.