Businesses have concerns and responsibilities that make data storage and management crucial.
Disaster recovery, federal regulations like the Sarbanes-Oxley Act, and increased amounts of IT equipment have shown the utility of data centers, which are outside facilities able to meet such needs. With many of the area's data centers located in Northern Virginia, Baltimore was lacking. Baltimore Technology Park (BTP), with the help of Strategic Communications Group, tapped into those "trigger points" for the launch of its facility.
According to BTP, it is the largest carrier-neutral facility in Maryland (it doesn't require a specific network provider) and the only one in Baltimore. It wanted to educate the market about the importance of data centers and gain recognition for its brand and unique offerings. That meant reaching out to companies of all sizes and, because of its proximity to Washington, DC, the federal market.
Strategic Communications Group conducted media outreach across print, broadcast, and online outlets. It also worked with BTP on white papers, which were available free on its Web site and addressed the issues a data center can solve. "The challenge was translating the technology in a clear and compelling way," says Christopher Parente, MD at Strategic. "We [focused] on the general business trends." To reach the federal market, Strategic created a systems integrator advisory board: four market leaders who could target that community and offer advice.
BTP earned media hits in the Baltimore Business Journal, and Federal Computer Week, among other outlets. One client actually moved its operations from Northern Virginia. NSI Hosting is quoted saying BTP gave it the opportunity to "economically" move into the "untapped" Baltimore area.
Strategic maintains a relationship with BTP's parent company, Alabanza. Future collaboration is possible.
Baltimore Technology Park
PR team: Strategic Communications Group (Silver Spring, MD) and Baltimore Technology Park (Baltimore)
Campaign: Baltimore Technology Park launch
Duration: January to April 2006
Budget: Just under $50,000