Technology: IT manifesto to make Britain tech-savvy

Client: Micro Focus
PR team: Brands2Life
Timescale: July-August 2009
Budget: Less than £50,000

Software company Micro Focus wanted to build awareness of the need to help UK-based IT companies grow into global players, and to advise politicians on how this could be achieved.

OBJECTIVES

- To secure UK political support for Micro Focus' technology manifesto

- To build the Micro Focus brand profile.

STRATEGY AND PLAN

The PR team helped develop and launch an IT industry manifesto with priorities informed by the objective of generating 250,000 technology jobs in the next ten years. The public affairs team worked to secure cross-party support and the manifesto was launched during a press conference at the House of Lords. A website was set up to accompany the campaign and groups were set up on LinkedIn, Slideshare and Twitter.

MEASUREMENT AND EVALUATION

More than 60 pieces of coverage were achieved during the first week of the campaign and the story was covered in the national press and IT media.

RESULTS

The manifesto was downloaded nearly 3,000 times in the first week. More than 300 people in the IT industry and politics have endorsed the manifesto. It was referred to at events during the Labour and Liberal Democrat party conferences.