OUR WORK

Redcentric

Cloud PR

Building a new brand post-merger

THE BRIEF

Following a period of acquisitions, the managed IT and cloud services division of Redstone had rebranded as Redcentric and then demerged from the company. This was quickly followed by Redcentric’s reverse takeover of InTechnology Managed Services and the resulting absorption of the InTechnology brand. Specialist cloud PR was essential in building a new brand.

With a financial PR agency communicating Redcentric’s corporate changes to shareholders and the stockmarket, our role was to help communicate the changes to key media and Redcentric and InTechnology’s stakeholders, including existing and prospective customers.

InTechnology was a well-established and well-respected brand of thirty years’ standing, in direct comparison to Redcentric who was new and far less well known. This presented a communications challenge to balance the old with the new.

Our brief was to:

Communicate the positive aspects of the acquisition to the media and to customers of both companies.

Position the combined service offering as industry leading.

Effect a gradual transition from two brands to one.

OUR APPROACH

A staggered media outreach programme mirrored the acquisition and brand integration timetable, reinforcing messages consistently.

We also focused on brand positioning, highlighting the newly-integrated services, customer win announcements, features and by-lines.

And we delivered an intensive blogging and video programme demonstrating the newly-combined business’s depth and breadth of offering.

RESULTS AND BENEFITS

Our PR activities generated around 70 pieces of coverage over a six month period in a wide variety of tier one trade and technical media and key public sector publications. Titles included The Times, Comms Dealer, Data Centre News, Computer World, Building Better Healthcare, and ukauthority.com. We also secured coverage in the local consumer press and in regional business media, with no negative messages.

With rebranded marketing collateral featuring our copy, Redcentric was able to promote the new integrated services to existing and potential customers right from the start. On top of this, the key messages and copy we created gave the company a platform from which to refine corporate branding and update direct customer marketing activities. This ensured a consistent Redcentric voice across all communications.

We chose to work with Skout as we could see they had market insight, took the time to understand our business and knew what was needed to help us reposition effectively. They’ve also proven to be a great bunch of people to work with and have become an integral part of our team.

Claire Botha

Marketing Director, Redcentric

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