PR team Brands2Life?
Timescale June 2010-June 2011
- To position VMware's virtualization technology as a way to cut IT expenditure.
STRATEGY AND PLAN
Extensive research was carried out to establish whether those in the public sector believed frontline cuts were inevitable.
After surveying 100 chief financial officers in the public sector, Brands2Life developed a headline-grabbing 'big number' (£3.6bn), representing the total amount senior public sector decision makers were expecting to have to cut from their budgets following the CSR. Brands2Life's in-house digital team developed a microsite and blog to host all content and to act as a place where public sector decision makers could view examples of best practice.
MEASUREMENT AND EVALUATION
The campaign generated more than 50 pieces of coverage including features in The Sunday Telegraph and The Guardian's 'Public' section. This was supported by public sector and IT trade coverage.
The campaign has been directly linked to 40 public sector leads, captured through the campaign website that Brands2Life built.