Racepoint Global

BACKGROUND

Introduce your business and what you do there.

I am the director of public and analyst relations of a division in Harman International Industries, a company that designs and engineers products for automakers and consumers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Racepoint Global?

We were first trying to gain exposure for a specific automotive technology when we were an independent company called Red Bend Software. After our acquisition by Harmon and then by Samsung, we needed a brand update and redesign.

SOLUTION

What was the scope of their involvement?

They designed marketing strategies and used networking skills to garner exposure for our technology towards automotive original equipment manufacturers (OEM). They promoted updates to be secure and reliable which positioned the company for acquisition. After Harmon’s and then Samsung’s acquisition of the company, Racepoint Global digitally transformed the brand to a speaker technology-oriented company through press releases, advertisements, and social media. The team provides everyday PR guidance on consumer response and behavior and they manage project resources and deadlines.

What is the team composition?

I worked with account directors and a marketing team.

How did you come to work with Racepoint Global?

I knew I wanted to hire Racepoint Global from the beginning.

What is the status of this engagement?

I started work with them in 2000 and the engagements are ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They are very smart and thoughtful with their marketing strategies and keep me honest about project goals. They always inform us of how certain press releases and stories will look to the public.

How did perform from a project management standpoint?

They inform me every Monday on the day's priorities. Their team updates us on when we are close to the limits of our budget, and the services they can offer and cannot. They work with us as a partner and not just as an agency. We assign tough deadlines for projects and they have always delivered in a two-hour timeframe. 

Are there any areas they could improve?

I wish they would discuss overarching and big thinking goals on a consistent basis.