PALO ALTO, CA: Hewlett-Packard has launched the largest and most aggressive enterprise marketing campaign in the company's history, aimed at getting CIOs and other IT executives to embrace, not fear, change. The effort comes as the company continues its attempt to successfully position itself in an increasingly competitive technology marketplace.
"This is the biggest push we've done around enterprise," said Stacey Hoskin, senior manager for adaptive enterprise PR. "We're opening some eyes about how strong and robust our solutions are. This campaign really reinforces that we are serious about this."
The enterprise campaign comes on the heels of HP's biggest consumer product launch late last summer. That campaign focused on 158 new consumer and digital products, presenting HP as an innovator in the eyes of consumers. This new campaign also hopes to present HP as a leader and innovator, this time with an enterprise audience. The two campaigns are part of HP's ongoing efforts to help redefine its image from a PC and printer company to a global technology leader in all markets, from digital technology to IT.
HP, working with its enterprise PR agency of record Burson-Marsteller, is reaching out to analysts, trade media, and tech and business press with those messages, with a strong focus on the success clients have had with HP.
The global marketing campaign launched last week under the slogan "change +hp," showcasing HP customers, including Kimberly-Clark, the US Postal Service, and the Screen Actors Guild, who use the company's technology to master change.
"We talked to CIOs and IT executives about what keeps them up at night, and they said 'change,'" said Stacy Katz, HP's director of corporate media relations. "Change could mean anything from their company's change in business objectives, to changes in their IT needs. What distinguishes us as a global brand is we listen to our customers and help them solve these problems. We create a dialogue, and partner with current and prospective customers to help them handle changes. We don't dictate what they have to do, unlike some of our competitors."
PR and advertising will play vital roles in the campaign, as it roles out in the coming weeks and months, as well as around the world. While HP will present customer case studies to the media and analysts, it is also presenting those customers' successes directly to the public.
The New York Times and The Wall Street Journal both featured 16-page inserts last week showcasing HP customers. Each company was featured in a two-page spread detailing how HP products and services helped those customers deal with change.