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Text 100 and Getronics build brand awareness

Situation Analysis

Getronics, a $3.1 billion IT services company with high brand awareness in the European market, partnered with Text 100 to raise brand awareness in the U.S. market. The anticipated launch of Microsoft’s Windows Vista operating system presented a ripe opportunity for Getronics to build awareness as a trusted advisor for companies considering migrating to Windows Vista and ultimately as a leading enterprise consulting business in the U.S.

Execution

With rumors circulating in the industry, Text 100 sought out competitive intelligence and developed a complete plan of attack for Getronics. The objective was to ensure tier-one trade and vertical publications included Getronics in their Vista coverage. From message development and media training to aggressive and timely media outreach, the PR team worked together to raise awareness for Getronics among target audiences. Efforts focused on introducing a Getronics “guru” as an objective voice to discuss enterprise-wide implementation of Vista. The campaign highlighted Getronics’ Gold partnership status with Microsoft and its value proposition to companies considering migration to, or beta testing, Windows Vista. The program put the spotlight on Getronics’ offering that helped clients plan, deploy and manage the new operating system.

Evaluation

The campaign put Getronics on the map in the U.S., with coverage in key media outlets such as eWeek, Computerworld, CRN, IDG News Service and CMP Media's TechWeb, linking the company to one of the most important technology stories of 2006. The media coverage generated showed how the Getronics offering helps clients optimize the efficiency and effectiveness of their people by providing a work space that allows businesses to profit and grow.