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How Dolphin Software launch secured transatlantic coverage

How Dolphin Software launch secured transatlantic coverage

Best practice from Ambrose Communications


Founded in early 2009 by long-established executives with extensive track records in the Enterprise Content Management and business consulting markets.

Its mission is to make the benefits of contract management software available to organisations worldwide, leveraging the increasing prevalence of Microsoft SharePoint.  Privately funded, Dolphin Software is focusing on the UK and the US and is a member of the Microsoft BizSpark programme.

Dolphin Software was introduced to Ambrose Communications by a senior executive at Microsoft.  Ambrose Communications has a long-standing relationship with both Microsoft and its ecosphere, acting as PR consultants for both vendors and distributors. 

The Challenge

Ambrose Communications Joint Managing Partner Maxine Ambrose said, “We could immediately see that Dolphin Software had incredible potential, but like most tech start-ups, faced several major challenges.”

These included:
• Little market visibility or track record
• Operating in a relatively unknown market area
• Lack of internal resources (time, PR expertise etc)
• Limited budget

The Solution

Maxine continued, “This is why we have developed a range of launch packages especially for tech start-ups.  It enables them to make an impact on a market, and have access to a range of activities and our consultants’ extensive expertise, for a one-off discounted and fixed price.

“This means that start-up clients can be assured that they are getting our usual high level of service, but without any long-term commitment or risk of unseen costs.  Of course, from our point of view, the intention is that start-ups are so pleased with our service that they become one of our long-term clients.”


Ambrose Communications put together a launch package of activities for Dolphin Software to take the company from where it was, to where it wanted to be. Designed to create an immediate impact, the strategy centred on building Dolphin Software’s credibility in the eyes of target audiences, so that it was more likely to be taken seriously by media, analysts and  investors and of course, partners and customers.  

Ambrose Communications also built market-education into the programme because while contract management software is predicted to be a huge opportunity, it is currently relatively little known. Wherever possible, existing resources were re-worked to minimise additional costs or delays.  Ambrose Communications also focused on priority activities most likely to reap rapid results.


Activities within the launch package included:
• Message development – creating a set of key messages for each target audience
• Key words – identifying and applying key words for verbal, written and website/SEO use
• Web site audit/advice & rewriting home page - to support SEO terms and launch
• Analyst & media relations – proactively outreach to over 100 targets, arranging interviews
• Creation and distribution of launch press release and press kit – in Europe and the USA
• Raising Dolphin’s profile and credibility within Microsoft


Dolphin Contract Manager was launched on May 18, 2009 and was reported extensively, including media outlets that reach straight to the heart of Dolphin’s potential customer base: Windows IT Pro, CMSWire, Legal Technology Insider, Computergram and IT Director.

As a direct result of the PR launch, high-profile potential customers and partners for Dolphin Contract Manager contacted Dolphin Software to find out more and arrange meetings.

Results have included:
• Three new partnerships
• Six major customer opportunities
• Extensive press coverage on both sides of the Atlantic
• Enthusiastic response from leading industry analysts

“The market response owes much to the strength of the Dolphin Contract Manager proposition,” said Maxine Ambrose, “But our role has been to ensure that it gets the widespread and – most importantly, positive – visibility that it deserves.”

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