“Tech Image has provided a degree of professionalism, technical savvy and creativity that has translated into an effective media strategy. We’ve come to rely on their PR expertise as a trusted partner to provide input and collaborate on ideas that provide tremendous value for our overall marketing efforts. We know the importance of compelling content in today’s digital landscape, and having Tech Image as our go-to resource for thought leadership is an asset to our company.”

– Marty Gilbert, VP of Marketing, Vision Solutions

Thought Leadership Elevates Brand’s Digital Presence, Highlighting Executive Talent

Challenge

Leverage the expert opinion of the company’s IT executive to increase visibility of brand.

To communicate effectively how flexible migration and HA/DR solutions help businesses grow and meet modern infrastructure demands to migrate, protect and recover business-critical data using in-depth thought leadership content

Solutions

Align key messaging with evolving business objectives, translated into content with tone and depth suited for highly technical industry topics.

Execute media relations strategy for consistent placement of thought leadership in targeted tech publications.

Highlight leading executives by tapping prominent industry awards.

Tech Image began with a content development strategy that aligned with themes in Vision Solutions’ marketing calendar, tying in time-sensitive topics, news-trending IT issues, pop culture analogies and seasonal references to pique readers’ interest.

Tech Image worked closely with company executives, interviewing different subject-matter experts to research and write bylines that highlighted the breadth of experience across Vision Solutions’ talent pool. Working closely with editors across technology trade publications, Tech Image then pitched these story themes in advance to generate interest in both interviews and content placement.

In addition, Tech Image created processes with internal marketing contacts to adapt long form content into shorter blogs that the company shared on its website, social media channels and with its internal sales and reseller channels. This enabled Tech Image to equip employees with high-level messaging to explain why IT leaders need to consider the solutions, if not the specific products, Vision Solutions provides..

Finally, Tech Image implemented an external blog strategy, determining blogger communities where the agency could share and post thought leadership for engagement with other industry professionals. This tactic played into a larger SEO strategy and leveraged the company’s investment in the content across multiple channels.

Results

16
Placements
2
People Reached

Tech Image’s efforts resulted in consistent, monthly coverage of Vision Solutions’ thought leadership, highlighting six different executives across different business sectors. From feature stories and expert opinions to placements in high-profile industry blogs, such as Enterprise CIO Forum, Tech Image secured 16 placements, cumulatively reaching a targeted audience of nearly 2 million.

The agency also adapted the content and developed subsequent pitching campaigns across five different verticals to reach distinct target audiences, including retail, supply chain, legal, government and healthcare.

In addition, the agency’s efforts to showcase Vision Solutions’ executive talent resulted in ComputerWorld naming Alan Arnold, Vision Solutions’ chief technology officer and executive vice president, as one of its Premier 100 IT Leaders for 2015.

VisionSolutions-LOGO

www.visionsolutions.com

Vision Solutions® is the premier provider of IT software solutions designed to protect data and minimize downtime for the modern data center. We are the only company to deliver near-zero downtime migrations, high availability, disaster recovery and data sharing – across multiple operating systems, on any storage platform and in any physical, virtual or cloud-based environment.

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