 The task
As an established provider of online backup solutions in Ireland, KeepItSafe wanted to replicate its success and expand into the UK by recruiting UK channel partners and resellers.
The solution
When introducing a company to a new market, sector or region it's essential to ensure that the company has a strong message about its goals, and when possible to offer something exciting to the media that they haven't heard before. KeepItSafe's message was clear; they argued that online backup is by far the most secure method of preventing data loss. Data loss disaster stories constantly hit the headlines of our national and regional newspapers; therefore Babel identified this as an ideal platform to springboard KeepItSafe's message to the trade media.
We therefore initiated KeepItSafe's UK entry campaign with a series of issues jumps. This included the Rochdale Council and The Phoenix Nursery School data loss cases in November 2011.
To follow this initial introduction to the UK trade press, the Babel team partnered this activity with a UK specific momentum announcement, outlining the company's dedication to securing business and partnering with UK distributors and recruiting resellers. To accompany this, the Babel team also created an infographic on the history of backup tape, and supported KeepItSafe in its UK channel customer announcement.
The result
Following the campaign, KeepItSafe was introduced to key UK industry titles and appeared in publications including Channel Pro, IT Europa, IT Reseller, Backup Review, eWeek Europe, IT Security Portal, SNS UK and CRN.
|
|