How to change perceptions in the IT sector through thought leadership
- Project Details
- Category: B2B
- Client: Fujitsu
- Download: Depth Case Study
With security becoming a key area of concern for organisations across all sectors, Fujitsu came to DirectionGroup to establish a way to demonstrate its wealth of expertise in this area and grow it as a standalone business.
By bringing together internal stakeholders and its security vendor partners, Fujitsu was able to create a clearly defined story, including they way it wanted to engage and be perceived in the market. Using this as a base, we developed a thought leadership campaign based on seven key security topics. These covered the major issues facing organisations while providing Fujitsu and its partners with an opportunity to present their unique security capabilities.
Customers needed to see a standalone brand for this collective expertise and, utilising our extensive integrated marketing services, we led the creation of this identity. Our concept became the launch pad for a long-term awareness and engagement programme that would go on to target key stakeholders across a wide range of industry roles.
Using the seven key topics, we were able to develop a content marketing platform on which Fujitsu could build phase one of the activity - a 12-month awareness plan across all areas of the marketing mix. The dedicated campaign website now hosts over 50 assets such as blogs, videos, infographics, datasheets, opinion papers and more.
Within just six months DirectionGroup helped establish Fujitsu as a thought leader in the field of ICT security. We raised the profile of the company’s security capabilities and generated a greater sphere of influence via our Secure Thinking portal in conjunction with other PR and media initiatives.
Taken as a whole, the Secure Thinking campaign has resulted in 21 SS1 sales leads, nine analyst interviews, 10 media ‘hijack’ stories and a huge response from the target audiences.
The dedicated Secure Thinking platform generates 13,000 unique visits per month and our emails saw 15.8% open-rates and 4% click-throughs – well above the industry average.