Strategic communications to drive understanding of post-privatisation strategy
- Extensive consumer, media and blogger engagement facilitating improved awareness of Dell’s strategic objectives
- 25 media, analysts and bloggers attended Forum
- 37 one-to-one interviews between journalists, Dell executives and customers
- Exclusive television interview secured on ABC’s Lateline Business
- 22 tier one stories published within 48 hours of event
- Engaged with 12 analysts
- Created media exposure for 14 Dell customers
- Over 45 pieces of coverage were published
From its roots as an unconventional PC startup to its current position as a global technology leader, Dell has remained unwavering in its commitment to customers.
The business, founded in 1984, is now one of the world’s most successful enterprises and enjoys exceptional brand equity.
Following its privatisation in 2013, Dell approached PPR to leverage marketing and communications opportunities associated with the business’ flagship Australian customer event, the Dell User Forum.
The key objective set for our team was to secure consumer and stakeholder engagement by communicating Dell’s post-privatisation strategy. PPR developed a multi-pronged approach to the campaign, with a plan encompassing media relations, event/activation development and digital and social media tactics.
Our consultants recognised the importance of maximising opportunities for media coverage associated with the Forum, which was to be attended by more than 800 customers and business partners.
With a lack of hard news expected to originate from the event, PPR identified and positioned Dell’s customers and traveling executives as potential thought leaders on industry trends and worked with them to produce case studies to evidence the end applications “powered by Dell”.
Analysts were engaged for a day-long think tank to discuss and produce in-depth roadmaps into Dell’s four lines of business, and PPR developed four customer videos for a ‘Behind The Tech Scenes’ series designed to demonstrate the innovative solutions available to Dell users.
On the day of the Forum, 25 journalists, bloggers and analysts were given one-to-one briefings with key Dell executives and customers, and a Q&A style lunch was convened to facilitate open discussion between identified speakers and specialist bloggers.
Media coverage achieved by the Forum included an exclusive television interview on ABC’s Lateline Business and 22 tier one stories, which were published within 48 hours of the event.