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3Com Corporation

Revolutionary Customer Program Nets Extraordinary Results

The Challenge

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A tier-one provider of innovative networking products, 3Com Corporation in 1995 was a company on the move. Armed with a new generation of switches, the Santa Clara, CA-based vendor took aim against industry leader Cisco, hoping to increase its mindshare in the press and help its growing sales force win new marketshare.

To win this battle, 3Com sought to aggressively showcase the success of its customers both in horizontal and vertical market publications as well as in the field. This strategy, however, required the company to identify and qualify its customers to serve as press and sales references and to enlist them for specific opportunities. 3Com also wanted to develop compelling customer press releases and profiles it could feed to the press to generate standalone features, post on its Web site and distribute to sales prospects.

Lacking the staff to achieve these objectives, 3Com needed a proven resource that could both mobilize its customers and do all its customer writing. The vendor also sought a writing company to craft its Web content, bylined articles, white papers and brochures.

The Solution

Brisson Group provides 3Com with the following communications and services:

  • Customer Success Program that includes mining the sales force for new business wins, contacting customers to serve as references and writing and placing customer releases and profiles in 250-plus top-tier networking and vertical market publications.

  • Web Solution Scenarios for 3Com's Small Business, Education and Government markets.

  • Bylined articles, white papers and product backgrounders focused on a wide range of industry issues and technologies, including switches, wireless access points, routers and carrier systems.

  • Brochures for the Hospitality, Healthcare, Education, Government markets.


Since working with Brisson Group, 3Com has gained more mileage from its customers than any competing vendor - including Cisco. In addition to writing more than 2,500 releases and profiles on 3Com customers, Brisson Group averaged as many as 48 standalone feature placements per year in leading networking trade publications. Brisson Group has also provided hundreds of customer references to 3Com's sales force, who have leveraged them to win countless new accounts.

Beyond these metrics, Brisson Group provides 3Com with unparalleled customer service, from responding to referencing requests in minutes to flexibly adapting the Customer Success Program to meet the company's changing needs. In 2001, Brisson Group skillfully infused 3Com's key branding messages, such as radical simplicity, into every customer release and profile. More recently, the corporate writing company quickly modified the voice and format of 3Com's customer releases from a news-oriented to a more feature-story driven approach. Brisson Group also has crafted a myriad of expertly written brochures, bylined articles, Web content and white papers.

"Brisson Group secures solid business results that more than pay for themselves," said Anthony Petrucci, PR manager, 3Com Corporation. "Brisson not only provides consistently excellent writing and referencing services, their efficiency and attention to detail are extraordinary. They are an outstanding partner and are far and away our group's most effective and valuable service provider."