OUR WORK

Redcentric

Integrated marketing

Journey to the Cloud

THE BRIEF

Redcentric is a leading UK IT managed service provider that offers bespoke IT and cloud services to both the private and public sector. As a key player in the cloud service provider industry, Redcentric wanted to increase awareness of its specialist position and showcase its cloud expertise across the breadth of its services.

Building on Redcentric’s marketing theme of helping companies through their ‘Journey to the cloud’, we created an integrated marketing campaign that provided a snapshot of the cloud industry’s current state; identified where companies were on their journey; and advised organisations on how to move forward with cloud technology.

In order to ensure that the campaign worked harder than just media coverage, we developed a matrix of content for multiple channels across paid, earned and owned media taking an integrated campaign approach.

At the heart of the campaign was a formal print and online research report that consolidated the research findings. To support the report we developed infographics that took a visual snapshot of key topics and research findings. In addition to enhancing the report, the infographics were ideal content for both web and social media activity and engagement – bringing the findings to life.

Staying true to the ‘journey’ theme, all content used ‘travel’ such as sign posts, road maps and even arrivals boards to display the findings. These graphics were embedded across all content where appropriate to aid recognition and consistency.

OUR APPROACH

'Journey to the Cloud’ began with surveying 200 UK IT decision makers about cloud computing

A research report encompassed all significant findings, and all subsequent activity linked back to this on Redcentric’s website

We developed further content for Redcentric’s own channels, such as infographics, ‘cloud travel guides’, press releases and blogs

RESULTS AND BENEFITS

A hit with the press, the campaign scored in excess of 50 pieces of coverage across IT trade, end-user and vertical press, including top cloud titles like Cloud Hosting and Cloud Pro. Our tenacious pitching secured two exclusives, and press interest went as far as four titles asking for a blog that took a more in-depth view of the research.

With all aspects of the campaign intertwined, press coverage helped boost inbound marketing. Several news pieces linked to the core Journey to the Cloud report, driving traffic to Redcentric’s website. The content has given Redcentric material to use for sales meetings, events, customer and industry presentations to showcase its cloud expertise, and strengthen its authority when discussing cloud computing.

The campaign has created greater awareness of Redcentric within the IT press and the cloud industry, as well as affirming its position as a leader within the cloud community.

“The campaign saw Skout exceed the press coverage target and successfully build on Redcentric’s authority in cloud. We now have a strong case to support future business prospects and our brand as a CSP that manages the cloud journey from start to finish has been enhanced.

Head of marketing

Redcentric

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