After several years with a top international PR firm, Hitachi
Data Systems enlisted Atomic to re–energize the next phase
of its Public Relations program after the company altered strategy
to focus on the enterprise storage market. Although HDS was
well–regarded and possessed excellent technology, products
and customers, it was significantly behind the leaders in the
Enterprise Storage analyst and media dialog–which was
dominated by EMC, HP and IBM. One contributing factor is that
the company sells primarily through OEM partners. A second is
that HDS is not an independent public entity, but a subsidiary
of Hitachi Ltd., a global technology conglomerate based in Japan–rendering
business press challenging to secure.
ComContext™ analysis established starting baselines identifying
specifically where HDS sat within the media environment among
the top competitors (#9 in share of voice), and pointed out
two subtle, but very key insights. These insights drove a simple,
yet powerful strategy that fueled the HDS invasion of the storage
media. Results
- The Atomic program established Hitachi Data Systems as
the "4th member of the Big 3 of storage" in less than a
year.
- 300% increase in general media share of voice in first
6 months
- 48% increase in targeted, top tier business press coverage
- Dramatic increase in media presence for spokespeople Dave
Roberson and Hu Yoshida
- Accomplished for under 70% of prior agency budget
- Today, HDS is widely regarded as an enterprise storage
visionary and leader
© Atomic Communications, LLC
