Affect Helps Cyrus Innovation Differentiate in Crowded MarketplaceCyrus, Custom Software Development and Embedded Development Service Provider, Leverages Affect for Marketing and Sales Enablement Expertise


NEW YORK, February 1, 2012 Affect, a public relations and social media firm specializing in B2B technology and professional services, has been engaged by Cyrus Innovation, experts in software development for enterprises and startups. Cyrus’ team of highly skilled engineers have been developing custom software and applications for East Coast area companies for nearly 10 years.

Cyrus has seen increasing competition in the marketplace – confusing prospects and customers with no clear evaluation criteria for choosing the right partner for development projects. The company turned to Affect to help identify and shine a light on Cyrus’ competitive advantages and strengths to assist in marketing and empowering sales efforts. Affect conducted a messaging and positioning audit with Cyrus’ executives and staff to create a key message platform for communicating with the company’s target audiences.

“Essentially, we want to get at the DNA of a company in a messaging exercise,” said Sandra Fathi, founder and president of Affect. “We want to find those unique characteristics and strengths that no one else can claim, and ‘own’ that position in the marketplace. For Cyrus, at the core of everything they do is their phenomenal team of developers. The brain trust, collective experience and devotion to utopian development ideals is what makes their organization unique. In addition, it’s exactly what resonates with clients that need expert developers to join their existing team or develop solutions independently.”

Affect is also working with Cyrus on a new website and sales collateral to reflect the new messaging and positioning. In addition, Affect will work with Cyrus to develop marketing and public relations strategies to help the company achieve its business goals in 2012.

Debbie Madden, executive vice president of Cyrus remarked, “Affect was different than many of the other firms we initially approached. They understood that this process was personal to each one of our team members because we identified so tightly with the company – as founding members and evangelists. We knew that Cyrus offered an unparalleled development experience in terms of the quality of our professionals, the passion and enthusiasm that they exude and the commitment to best practices in development. We just didn’t know how to express it. Affect helped us extract that message and we are looking forward to approaching the market from a clear position of strength.”

About Cyrus Innovation

Cyrus Innovation provides expert software development services as part of embedded teams or custom application development. Cyrus believes that quality people, practices and code are foundations of business success. Whether building web applications and products, introducing new technologies and development practices, or helping a great team get work done, Cyrus’ unique and pervasive spirit of collaboration inspires everything they touch. The company’s longstanding commitment to creating quality software, coupled with an ability to attract and retain top programming talent, allows Cyrus to solve the toughest software problems – effectively and efficiently. For more information, visit

About Affect

Affect is a public relations and social media firm located in New York. Established in 2002, the company combines strategy, creative and intelligent program development, impeccable execution and exemplary customer service to help its clients achieve their specific business goals. Specializing in technology communications, Affect has also applied its marketing prowess to consumer goods and professional services. As year-round public relations counsel, or a single project resource, Affect leverages its business acumen and service excellence to achieve the precise results that its clients seek. For more information, web:; blog:; Twitter: