Targeted outreach to media and boosting Unisys’ influence with the C-Suite
Transitioning The Executive Connection from traditional communications to behavioural understanding
August 31, 2017
Re-engineering CEB’s reputation and credibility to become thought leader
August 31, 2017
Insights
- While Unisys landed IT coverage, it lacked the relationship with influential business journalists and influencers
- There was an interest at C-level to gain a better understanding of a vendor’s solutions as they often made the final decision on which vendor to engage
- Passing mentions were de rigueur
Moments:
- Touchstone campaign to ensure a wide range of content was disseminated and amplified to target audience (feature pieces, profiles, op-eds, research and whitepapers)
- Tiered outreach ensured coverage targeted those most relevant
- Targeted approach to media outreach to develop relationships with specialist writers
Impact
- Total coverage increased by 49 per cent
- More business content than IT media coverage
- C-level coverage up 11%, ownership up by 22%
