A&O IT - launching a new service
the brief_
IT service management company A&O IT Group is renowned and relied on by big businesses around the world, but wanted to extend its reach into the small business market.
Our brief was to grab the attention of decision-makers and stakeholders at SMEs, generating interest, engagement and leads. To do this, we’d need to create and drive activity that would support the technical support brand’s strategy of selling A&O IT for Small Business.
the approach_
Our first priority was to position A&O as the small business IT experts, partners and champions. We started by building awareness via traditional on- and offline media outlets, as well as implementing blogger and influencer activities to reinforce perceptions of authority and trust.
Siren Comms demonstrated A&O’s commitment to and participation in the broader SME business community by engaging with key groups – arranging speaker engagements, small-scale sponsorships and networking activity in key industry hubs Cardiff and Birmingham.
To drive awareness, action and uptake, the new offering was launched on a springboard of research into the level of dissatisfaction nationally among SME decision-makers with their existing (or past) IT service suppliers – survey results were used to introduce the brand into regional markets via a strategically planned PR campaign.
the result_
The survey results garnered great headlines in the trade press on- and offline, delivering profile-raising column inches on the regional launches of A&O’s new SME offering.