Campaign Report: Autodesk

Client Overview
Autodesk, Inc. is the world leader in 2D and 3D design software for the manufacturing, building and
construction, and media and entertainment markets. Since its introduction of AutoCAD software in 1982,
Autodesk has developed the broadest portfolio of state-of-the-art digital prototyping solutions to help
customers experience their ideas before they are real. Fortune 1000 companies rely on Autodesk for the
tools to visualize, simulate and analyze real-world performance early in the design process to save time
and money, enhance quality and foster innovation.

In Central and Eastern Europe, Autodesk manages its sales activities through its Prague's headquarters
servicing region called CHS, which includes Czech Republic, Slovakia, Hungary and South-East European
countries.

Objective
In the CHS region the client formerly managed its PR campaign directly only in the Czech Republic, PR
activities in other countries of the region were put to hands of distribution partners in particular countries,
which were neither coordinated nor satisfactory in terms of the brand building. Autodesk wanted to extend
the direct PR campaign to a multi-national level directed from Prague. Another objective was to increase a
penetration of Autodesk messages in business and trade media in a centralized and consistent way over
the CHS region. After a two round selection process, Autodesk chose BondPR International to start a PR
campaign in five markets: Czech Republic, Slovakia, Hungary, Romania and Bulgaria.

Plan
As the former Autodesk messaging was more user oriented, the BondPR CEE team prepared a strategy
designed to increase awareness of Autodesk among decision makers, who drive business and decide
about technology support to their business, through economic and vertical press. The BondPR CEE team
developed both corporate and divisional key messages. The PR team in individual countries were
responsible for preparation of country-specific tactics to get the key messages into daily, business and
vertical media.

Results
The client has identified the results very quickly – in less than six months BondPR managed to increase
both quantity and quality of PR coverage in all countries. Key highlights:
 In all countries ,Autodesk indicated high growth of coverage in business media and daily press
 BondPR achieved record coverage: more than 400 press clips for first six months of the PR
campaign - the requested 60% level of penetration of the defined key messages in all clips was
exceeded (86 %).
 The annual Global Product Launch press event organized by BondPR, attracted 48 journalists
from 9 countries over the region, who made 38 interviews.

“We were looking for a strategic PR partner with a strong expertise in Central and Eastern
Europe. It was critical for us to find a partner who could serve multiple countries, represent
Autodesk consistently and respect local cultures and business at the same time. I was
impressed with the short time it took BondPR to get fully up-to-speed and productive. After 12
months, awareness about Autodesk solution portfolio and strategy improved significantly
across selected countries. As a matter of fact, the results exceeded our expectations and
BondPR set up a impressing benchmark for our future co-operation”.
Oldrich Januska, Regional Marketing Manager, Emerging Countries, Autodesk

Future
The PR campaign made for the five CEE countries represents the first phase of implementation of the
Autodesk PR program in the CHS markets. The second phase should include extension of the PR campaign
into the former Yugoslavian countries.

BondPR International
Multi-country campaigns made simple
+44 870 12 66 007 info@bondpr.com www.bondpr.com
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Campaign Report: Autodesk
Autodesk Coverage Examples: CEE business media headlines

BondPR International
Multi-country campaigns made simple
+44 870 12 66 007 info@bondpr.com www.bondpr.com
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