Trapeze Networks - Global Team, Global Market Entry

SITUATION: Trapeze Networks, founded in March 2002, is the provider of a wireless LAN Mobility System that delivers the power of business applications and services to the mobile enterprise workforce. The newly emerged company approached Voce for guidance and advice to expand their presence beyond the U.S. into specific global markets. Like most companies in early development, they were resource-constrained and wanted action-oriented guidance to quickly create a strong global PR program despite a conservative budget. Voce needed to provide guidance to coincide with the company's international expansion goals and find teams with relevant experience to engage quickly and offer strategic counsel for each target market.

STRATEGY: Voce helped Trapeze establish a presence in Europe and Asia by providing a comprehensive program to manage and source international public relations. The key to success was the seamless integration of the Trapeze team and Voce's Strategic Communications and Agency Network (SCAN), which is Voce's international network of public relations agencies. Voce's trusted relationships with its international partners ensured Trapeze could build an integrated global program that was easily managed from HQ in California.

RESULTS: Voce presented Trapeze with a seasoned pool of local talent in its key geographical areas, including Japan, the People's Republic of China, and the UK. The international teams were evaluated based on relevant industry expertise, fundamental approach to PR for international companies and start-ups, and overall cultural fit. More important, Voce provided guidance to Trapeze based on experience in managing international programs. This guidance helped Trapeze maximize its PR investment in the new regions and helped the company prepare for upcoming regional launches, all while building the international team effectively and efficiently.