Client

Juniper Networks

Situation

In 2005, the migration to Internet Protocol version 6 (IPv6) – the next-generation Internet Protocol designated as the successor to IPv4 – was particularly critical to the defense and homeland security communities within the Federal government. Government policy documents and decisions embraced IPv6 as a means to improving network management and security.

Juniper Networks tasked O'Keeffe & Company with developing a disruptive research program that would drive Juniper to an IPv6 leadership position within the Federal government Information Technology (IT) community.

Challenges

Juniper's objectives for the study were to:

• Grow market profile and credibility
  • Increase baseline awareness of Juniper's capabilities and role in working with public sector organizations preparing for IPv6 migrations
  • Position the company vis-à-vis key utilities industry market growth drivers
  • Raise Juniper's visibility as a thought leader via media coverage aimed at target audiences
• Increase stakeholder intimacy
  • Demonstrate market commitment, leadership, and relevance
  • Strengthen relationships with industry leaders – delivering important executive-level partner and customer sales relationships
• Drive qualified leads
  • Leverage study to generate customer and partner leads

Solution

Juniper Networks and O'Keeffe & Company executed an IPv6 comparative study entitled, "Juniper Networks 2005 Federal IPv6 IQ Study," to compare/contrast Department of Defense (DoD), Civilian Agency, and private sector awareness of and readiness to adopt IPv6. Further, the study queried each group regarding its strategic IT objectives and tested their level of knowledge regarding IPv6's ability to support these objectives.

The study – which surveyed 349 government and industry IT decision makers – revealed a significant educational opportunity for IPv6. It reported that the Federal government trails the private sector in IPv6 awareness, transition planning, knowledge of regulatory requirements, and deadlines for transition, as well as understanding of how IPv6 will help meet IT goals.

The study provided a natural platform to discuss why an IPv6-based Internet is critical to address both present and future concerns about Internet security, network management, and scalability. It also illustrated the significant overlap of strategic Federal IT goals and benefits of IPv6.

Juniper and O'Keeffe & Company developed a landing page – accessible from the Juniper Web site – to house the study. O'Keeffe & Company pitched the survey results to key business, IT, and public sector industry publications.

Results

• Secured more than 700 pieces of media coverage, including stories in Federal Computer Week, Federal Times, Government Computer News, InformationWeek, InfoWorld, Network World, The Washington Post, and Washington Technology
• Captured sales leads from study downloads via the Juniper Web site
• Hosted a press and analyst luncheon during the Coalition Summit for IPv6 (CSI), an event that gathered industry leaders to discuss IPv6 challenges, transition strategies, business opportunities, and strategic teaming introductions
• Delivered keynote presentation at CSI event
• Positioned Juniper executives as thought leaders and the company on the forefront of the IPv6 migration issue