EMC – Messaging Transformation

THE INSIGHTS

During our research we spotted two key opportunities:

The region reported high interest in technologies like social, cloud, mobile and big data, yet awareness on how these technologies impact business was very low. (EMC could Educate the readers)

Governments across the region continue to invest in ICT infrastructure, education and services to achieve strategic objectives for social and economic development (EMC could add value to these very goals)

THE CHALLENGE

EMC is a global leader in enabling businesses and service providers to transform their operations, and deliver information technology as a service (ITaaS).

Although they offered innovative solutions and services that are very real to a connected business world, the client struggled with building a perception of business relevance with media in the region.

The challenge was to transform this IT giant’s message and positioning to be one that resonated with the largely national news and business focused media across the Middle East region.

THE IDEA

The account team at Golin began by evaluating content relevance against on going editorial priorities. We then used this discussion together with EMC’s three business pillars to put together a rough content pipeline that aligned better with editorial focus.

THE RESULTS

Despite a significant drop in advertising, EMC secured more headlines in leading titles and prime slots in prominent broadcast channels.

In the period from September 2013 up until 31st August 2014, EMC secured 666 clippings in leading publications across the UAE, Saudi Arabia, Qatar and Kuwait amounting to over $4.85 million in Ad Value ($16.9 million in PR Value) 45% across National Media; 29% in Business Media; 13% in IT Trade Publications, 9% in IT Channel Media & 4% in Vertical Titles.

The objective from the very start was to drive visibility with the C-level executives that up until now, had only heard about EMC from their IT departments or CIOs, and this, is exactly what was achieved.  Targeting the right content to cultivate relationships with the right media channels had a direct impact on lead generation activities with more business opportunities driven directly from CEOs, CFO and CMOs!

For the FIRST TIME EVER, PR efforts in the Middle East have been recognized at the Global as well as EMEA level for consistently over achieving the targets and steadily increasing share of voice in the region

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