With revenues of over $1 billion in 2009 and offices in 30 countries, Compuware optimises application performance across the enterprise and the Internet for leading organisations. These include 46 of the top 50 Fortune 500 companies and 12 of the top 20 most visited U.S. websites.
A global launch targeting a new vertical
When Compuware wanted to launch its dashboard for measuring and monitoring application performance to the global mobile market, it asked Spark to spearhead the PR campaign. The Spark team has worked with Compuware for almost ten years, carrying out a range of roles including UK PR, global content creation and EMEA co-ordination. US campaigns are normally managed by the in-house marcomms team but Compuware felt that Spark’s external perspective, coupled with its mobile industry experience would help ensure that the entry into a new market was successful globally.
Delivering credible content that worked globally
The first stage of the campaign was to develop messaging that would validate the importance of Compuware’s solution for the mobile market. This was then rolled out to each region for feedback to ensure that everyone was confident in their ability to secure results. Spark spoke to each PR team on several occasions to ensure that any issues were resolved prior to the launch. Spark was aware that while Compuware was well established in the enterprise market, the mobile space was new to them so consistent global analyst and media backing would be key to ensuring credibility.
Achieving influence and a lasting impact
Spark arranged analyst briefings with over twenty key global analyst houses including Gartner and IDC. Subsequently, almost one hundred articles were secured globally in publications including Wireless Week, Total Telecom and Telecom Asia. The launch of the product has been extremely successful; Compuware has entered into a dialogue with a number of the global operators as part of its sales cycle. Additionally, because of the impact of the campaign on key influencers the PR programme has been extended from a six month initiative to an ongoing one.
“Getting buy-in from all local markets can be challenging but Spark made it look easy. They drive each market in the same way that they drive us to make things happen. Their creative approach to big campaigns and their ability to develop a message that can be adapted for every country has resulted in ROI on a global basis that significantly exceeded our expectations. The senior staff at Spark have become an integral part of our marcomms team. Thanks to this trust that has developed it has access to C-level decision makers within Compuware, enabling them to develop campaigns that tap into the heart of our business. In addition, I know that they will give good counsel and insight on PR matters.” -Bob O’Brien, director, worldwide field marketing and PR
Compuware
With revenues of over $1 billion in 2009 and offices in 30 countries, Compuware optimises application performance across the enterprise and the Internet for leading organisations. These include 46 of the top 50 Fortune 500 companies and 12 of the top 20 most visited U.S. websites.
A global launch targeting a new vertical
When Compuware wanted to launch its dashboard for measuring and monitoring application performance to the global mobile market, it asked Spark to spearhead the PR campaign. The Spark team has worked with Compuware for almost ten years, carrying out a range of roles including UK PR, global content creation and EMEA co-ordination. US campaigns are normally managed by the in-house marcomms team but Compuware felt that Spark’s external perspective, coupled with its mobile industry experience would help ensure that the entry into a new market was successful globally.
Delivering credible content that worked globally
The first stage of the campaign was to develop messaging that would validate the importance of Compuware’s solution for the mobile market. This was then rolled out to each region for feedback to ensure that everyone was confident in their ability to secure results. Spark spoke to each PR team on several occasions to ensure that any issues were resolved prior to the launch. Spark was aware that while Compuware was well established in the enterprise market, the mobile space was new to them so consistent global analyst and media backing would be key to ensuring credibility.
Achieving influence and a lasting impact
Spark arranged analyst briefings with over twenty key global analyst houses including Gartner and IDC. Subsequently, almost one hundred articles were secured globally in publications including Wireless Week, Total Telecom and Telecom Asia. The launch of the product has been extremely successful; Compuware has entered into a dialogue with a number of the global operators as part of its sales cycle. Additionally, because of the impact of the campaign on key influencers the PR programme has been extended from a six month initiative to an ongoing one.
“Getting buy-in from all local markets can be challenging but Spark made it look easy. They drive each market in the same way that they drive us to make things happen. Their creative approach to big campaigns and their ability to develop a message that can be adapted for every country has resulted in ROI on a global basis that significantly exceeded our expectations. The senior staff at Spark have become an integral part of our marcomms team. Thanks to this trust that has developed it has access to C-level decision makers within Compuware, enabling them to develop campaigns that tap into the heart of our business. In addition, I know that they will give good counsel and insight on PR matters.” -Bob O’Brien, director, worldwide field marketing and PR