As LEWIS began the campaign, the team researched how they could insert Unisys in stories covering issues that the company’s solutions solved, while at the same time identifying publications in which Unisys had not previously been covered.
After an in-depth investigation, the team realized the greatest challenge of the program would be battling larger, more-influential companies, such as Google, that were already addressing key trends such as cloud computing. It was clear that to drive Unisys thought leadership, the company had to find a unique way to contribute their opinions and research in the conversations that these influencers were already leading.
With this information in mind, the team turned towards a new trending approach to share Unisys’ message that would ultimately bring the brand to the forefront of the conversation. The team decided to leverage digital assets to depict compelling, high-level data to capture the attention of the media and business consumers alike.
While planning the first quarter of PR efforts, it was important to create new pitch angles and content that would highlight Unisys subject matter experts (SMEs) as thought leaders and also emphasize Unisys’ innovative approach of bringing modern technology to organizations.
To do so, the team leveraged the company’s bi-annual commissioned research study called the Unisys Security Index (USI) to showcase their industry abilities and original insights. Each year, the USI captures global and country-specific consumer perception of pressing security issues. To create buzz and promote social media sharing of the research, the team decided to develop visual infographics to provide a compelling and interactive way for the public and press to share Unisys’ findings.