Summary
Agency: CCgroup
The Challenge
Launching as a new IT service management brand in September 2014, LOGICnow needed to quickly establish itself amongst its competitors and build a pipeline of leads.
LOGICnow was joining a crowded market with established and well-credentialed competitors. It therefore needed to showcase its own, superior credentials, win a suitable share of voice in the media and start using its PR and marketing activities to generate viable leads.
The Solution
A high-intensity launch and ongoing press office programme immediately secured LOGICnow the top spot in global share of voice. To maintain this momentum, CCgroup launched LOGICnow’s first major campaign in May 2015 – the Global IT Service Providers Harmony Report.
This was a detailed ‘compare and contrast’ examination of the global ITSM market that would determine the degree of consensus (Harmony) or discrepancy (Discord) between 800 IT service providers and 1,300 IT departments on crucial commercial topics. This would be the ITSM industry’s first ever global healthcheck.
The key question that the survey sought to answer was: “How in tune with the expectations and preferences of its target market is the ITSM industry when selling its services?”
CCgroup compared the two audiences’ views and discovered enormous discrepancies. The campaign’s core message was therefore to show IT service providers – LOGICnow’s primary audience – how their current sales and commercial development approach was undermining their own potential, and therefore urged immediate change.
These insights were then used to create a white paper, press releases, bylines, an infographic, blogs and other social media content. CCgroup then distributed this content to its GlobalCom partner agencies across LOGICnow’s major territories for localisation ahead of launch.
The Results
Within days of the campaign launch, more than 70 pieces of unique editorial coverage were generated around the globe. Much of this coverage included links to LOGICnow’s website and came from online media with high SEO value, including Computer Weekly (UK), MSPMentor (US) and Computerworld (Brazil), supporting LOGICnow’s SEO efforts.
As a result of the PR activity alone, the report has been downloaded more than 260 times, with contact data being passed to LOGICnow’s sales team for follow-up.
CCgroup has also used the campaign data to identify the online media whose articles refer the most traffic and downloads, and those that are shared the most widely – vital media value intelligence for the ongoing campaign.