ALDON

Creating brand awareness for global application lifecycle management (ALM) company spanning the financial, healthcare, retail, manufacturing and hi-tech industries

We were not only impressed with the lorries’ ability to generate loads of media coverage for Aldon but also with their ability to develop fresh story angles relevant to each member of the media.

Sarah Johansen, public relations manager,  Aldon

Aims

• To introduce Aldon to the UK marketplace
• To achieve media recognition with product and visionary articles
• To build relations with key industry analysts
• To encourage inclusion in analyst reports and be top of mind in the ALM category
• To generate sales leads from UK-based customers

Campaign

The lorries planned and executed a media/analyst launch and ongoing awareness campaign which involved:

• executive briefings with key media and analysts
• thought leadership through opinion articles and letters
• features tracking and pitching
• case study drafting and placing
• events and speaker opportunity tracking and pitching.
• We also hosted a press and analyst tour which secured briefings with publications and analyst houses such as Computer Weekly, International Banking Systems Journal, Freeform Dynamics and Bloor Research.

Results

• Briefings with top analysts – Gartner, Butler Group, IDC and Quocirca – and coverage in Gartner and Butler reports
• Opinion articles in key IT and business titles
• Customer story briefings and placements
• Ongoing coverage of Aldon company and product news
• Speaking slots such as the British Computer Society’s CMBD
• Increased UK business as a direct result of PR efforts