Company: IBM develops and manufactures information technologies, including computer systems, software, networking systems, storage devices, and microelectronics worldwide. Its Global Technology Services segment offers IT infrastructure and business process services, such as strategic outsourcing, business transformation outsourcing, integrated technology, and maintenance.
Challenge: Leverage IBM’s global brand and computing/services heritage, bolstered by its acquisition of on-demand data protection leader Arsenal Digital Solutions, to further underscore its leadership in business continuity and resiliency services.
Strategy: Provide key corporate announcement support, and focused thought leadership program through successful implementation of creative, selective proactive pitch and aggressive editorial programs.
Results: Secured 28 pieces of coverage in 90%+ of influential technology news outlets for most significant corporate investment announcement of 2008; leveraged horror movie theme around Halloween to secure multiple editorial conversations, resulting in a podcast on SearchCIO-Midmarket and article on bMighty; provided announcement support to another IBM team to drive higher visibility right before a key show, expanding resulting coverage with 22 additional clips, and securing key briefings with media outlets including CNET and SearchStorage; proactive pitching also secured IBM as the lone vendor quoted in a 3-year, post-Katrina retrospective on disaster planning; helped shape and ensure inclusion in feature on SMB best-practice considerations for business continuity/disaster recovery in InfoStor; secured IBM executive commentary in a customer-focused article on SaaS evolution in Storage Magazine; and secured bylines in three consecutive issues of Disaster Recovery Journal.
Read about this client's recent coverage.