BLACKSTONE CASE STUDY

Business Strategy:
Blackstone set out to reposition itself from a software consultancy into a provider of distributed computing software and services. The company needed to position itself for a successful launch of its new “PowerCloud” software suite.

Positioning
Boston Communications carried out an intensive market strategy and positioning process, and focused the company on a market that needed tremendous amounts of raw computational power: biopharmaceutical development. Blackstone’s software allowed companies to use networks of PCs to do the work of mainframes at a fraction of the cost. We helped Blackstone introduce the concept of grid computing to the biopharmaceutical industry, and Blackstone was soon known as the pioneer of that space. To reflect its repositioning, the company changed its name from Blackstone Technology Group to Blackstone Computing.

Leveraging the PR Channel
After we developed Blackstone’s new positioning, Boston Communications rolled out its media campaign. We helped Blackstone accomplish a successful transition within weeks. Boston Communications achieved significant playback of Blackstone’s new positioning and coverage of its product launch in key media outlets, including the Boston Globe, BioInform, Information Week, Computerworld and the Boston Business Journal.

Business Outcomes
After a successful repositioning, Blackstone raised nearly $15 million in new investment capital. More importantly, it won large contracts with customers including AstraZeneca, Applied Biosystems, Biogen, Pfizer and Vertex Pharmaceuticals.