Logicalis, a Bloomfield Hills, MI-based global provider of high-level tech solutions, including networking and security, wanted to build strategic brand awareness of its tech expertise among IT managers, CIOs, and C-suite executives while also highlighting its customer-friendly focus.
IDEA: Logicalis saw a window of opportunity to brand itself by its level of customer support services, says Lisa Dreher, VP marketing and business development. "It's [praise for] that support that really comes up again and again," she explains. Over the long term, Logicalis hopes "to make every IT decision-maker at least familiar with the brand," Dreher adds. In the shorter term, "we really wanted to have a cohesive message that all of our employees would be comfortable with and be proud to go out and speak about."
TOOLS: CSG first conducted a brand evaluation consisting of interviews with customers and vendor partners. It developed editorial thought-leadership pieces comprising case studies and detailed information that were sent to tech and business trades. Topics have included managed IT services and e-mail archiving and management, says CSG principal Arthur Germain. CSG also teamed with interactive firm Loewy Design to craft a Logicalis Web site redesign, collateral materials, and print and online ads that also focused on the business benefits of a positive IT customer experience.
MEASUREMENT: To gauge campaign success, CSG will focus on its ability to place editorial features that can "really showcase the experience the client has in various IT [situations]," Germain says. Logicalis is also working with Gilleard Market Research to gather front- and back-end brand-awareness measurement data.
Campaign: Launch of "Experience IT" campaign
PR team: Communication Strategy Group (CSG) and Loewy Design
Other marketing: Web site, advertising
Launch: May 15, 2007