Sierra Atlantic Case Study

Sierra Atlantic specializes in enterprise application integration (EAI), helping customers optimize their investments in business applications - ERP, CRM, and SCM – from leading vendors, such as Agile, Oracle, PeopleSoft, SAP and Siebel. Sierra Atlantic has developed pre-packaged integration solutions called Application Networks® that enable seamless business processes both in and outside the enterprise.  
 
Sierra Atlantic is essentially a provider of middleware and related EAI services, which in most cases, does not make for a sexy pitch to the media.  Fusion’s task was to build name recognition for Sierra Atlantic by highlighting the company, their services and their customer successes in the media.  
 
Fusion worked with Sierra Atlantic to position the company as an EAI player with an offshore flavor, in order to leverage the media’s attention on the offshore outsourcing trend. In doing so, Fusion came up with innovative customer campaigns, such as “Silicon Valley Startups Prefer Offshore Outsourcing,” to build on the idea that software startups do most of their software development offshore in India.  This campaign received widespread media attention on CNN Lou Dobbs Tonight, InformationWeek and San Francisco Business Times.
 
Additional successful campaigns resulted from Fusion’s ability to dig inside the company to discover Sierra Atlantic’s innovative HR practices in India, such as a program that required Indian employees to bring their parents to work.  The “Bring Your Parents to Work” campaign received widespread media attention in the Wall Street Journal, Optimize, Boston Globe, ComputerWorld and Financial Times, among others.  Fusion also launched campaigns surrounding corporate culture and training issues, in which Sierra Atlantic was featured in The New York Times and on CNN discussing various solutions to these problems.  Fusion also collaborated with the media on highlighting various workplace trends.  Sierra Atlantic employees were highlighted in a USA Today cover story discussing outsourcing and arranged marriages.