Case Study: NI strengthens its refreshed brand identity with INK Communications Co.

NI reaches 188.4M audience with INK Communications Co.

NI, a provider of automated test and measurement solutions for engineers, faced the challenge of communicating its refreshed 40-year-old brand identity. Its product-centric approach was failing to showcase how its solutions empowered engineers. The company hired INK Communications Co. to develop a media and analyst relations program to position this change and expand its coverage into new channels.

INK Communications Co. developed a multi-phased rollout plan, which included building analyst relationships and seeding tailored stories of innovation across key industries. This strategy led to strengthened media relationships and significant buzz. Results included 37 media and analyst interactions, 13 feature articles the week of launch, and an audience reach of 188.4 million, successfully elevating NI's new identity to mainstream audiences.

NI