Xura

Reshaping a Company's Reputation

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The Campaign: 
  • Israel’s one-time tech golden child, Comverse (now Xura), had fallen from grace…and from public view.
  • With a revitalized management team onboard and a new business strategy, Xura tasked Tier One with reintroducing the company on the global stage and telling their turnaround story.
Tier One's Approach: 
  • Define and craft differentiated messages and a unique POV across Xura’s three business groups.
  • Create clear structure and processes to support Xura’s global PR and IR eff.
  • Drive a strategic global news program to spotlight customer wins and other key geography activities.
  • Create a cohesive company vision through a global internal communications program.
The Outcome: 

  • Global media coverage sparks Xura's share of voice; quickly exceeds that of many key competitors
  • Influencers take renewed interest in company, supporting sales IR initiatives.
  • Program supported Xura's divestiture of major business unit to Amdocs.

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