Client

Oracle

Situation

During the past few years, Oracle has undergone a transformation from a technology leader to strategic business partner for financial institutions. The company's investment in i-flex solutions, now known as Oracle Financial Services Software Ltd., provided Oracle with market-leading core banking, risk management, and fraud detection software. Oracle's acquisition of Siebel, a leader in Customer Relationship Management (CRM) solutions, and Hyperion, a front runner in the enterprise performance management space, also helped to drive the transformation.

The accumulation of these investments gave Oracle unprecedented, end-to-end capabilities across the risk management spectrum, as well as robust analytics functionality that provided increased data visibility and business intelligence. Oracle faced the challenge of illustrating its full range of integrated capabilities to the financial services market and demonstrating how financial services organizations could connect the dots to strategically leverage the end-to-end capabilities of its solutions. To support its marketing efforts to educate the industry, Oracle enlisted O'Keeffe & Company to execute a press tour to educate editors at influential industry outlets about its analytic application offerings for the financial services sector and to position Oracle as a thought leader.

Challenges

Oracle's objectives for the media tour were to:

• Educate editors at key financial services and governance, risk, and compliance (GRC)-focused trade publications about the relevance and benefits of integrating risk and performance management
• Position Oracle Financial Services as uniquely able to solve the class of challenges that customers are facing today
• Lay the foundation for coverage in relevant features and around future product and customer announcements related to Oracle's analytic applications for Financial Services

Solution

• O'Keeffe & Company secured a slew of in-person briefing appointments for high-level Oracle executives with editors from top-tier trade publications, including ABA Banking Journal, American Banker, Bank Technology News, U.S. Banker, Wall Street & Technology, and Waters
• Following the briefings, O'Keeffe & Company continued to follow up with the editors who met with Oracle on the tour to capitalize on editorial opportunities that would position Oracle as a thought leader in the industry
• O'Keeffe & Company worked with Oracle to extend the conversation initiated during the media tour by revisiting the core themes when it delivered additional product announcements that demonstrated Oracle's commitment to deliver on its industry strategy

Results

• Positioned Oracle Financial Services executives as thought leaders in the field of risk management and financial services analytics, which facilitated multiple, highly-visible byline placements in American Banker, Bank Systems & Technology, and OpRisk & Compliance, among other trade publications
• Established a continuing dialogue with editors at key industry outlets that enabled Oracle to gain increased access to editorial opportunities, including coverage of new product announcements and innovative customer case studies
• Increased overall visibility of Oracle Financial Services and its analytic application offerings, securing more than 100 unique pieces of coverage for the industry business unit in the six months following the media tour