Morse supplies and integrates across the entire technology spectrum. Therefore an external perspective, provided by Spark’s team, is key to tapping into topical issues that will ensure that customers and prospects will notice Morse’s campaigns above those of their competitors. Morse has worked with Spark for several years and during that time the relationship has evolved from the agency being simply a PR supplier to Spark becoming an integral part of the marketing team.
Integrating PR and marketing to increase ROI
Spark’s current role includes the development of themes that can be used across all marketing disciplines rather than just PR. These themes, reflecting the challenges faced by C-level decision makers, are then turned into business-benefit focused storyboards, which effectively package Morse’s unique technology strengths in a way that appeals to IT directors within FTSE 100 companies. Spark has developed thought leadership campaigns on a range of topics aligned to Morse’s business including Green IT, Data Centre Optimisation, Security and Productivity.
For example, when the Carbon Reduction Commitment Energy Efficiency Scheme (CRC) was announced, Spark developed a campaign around the impact that this would have on UK data centres. This included meeting with MP Alistair Darling the then Chancellor of the Exchequer, the creation of content that would create debate in the press about this issue and a toolkit for educating prospects. The education toolkit was used by Morse as a basis for a Green IT and Data Centres event in Scotland (one of the main locations for UK data centres). Over 100 people attended the event where Morse was able to talk about the technology and services required to run a more efficient data centre. Media coverage of Morse’s views on the CRC included the Financial Times, Computing, and Eweek Europe.
Morse wanted to run multi-discipline marketing campaigns as it is more effective and dramatically improves ROI, as prospects see a consistent message and thought-leadership position across multiple touch points. However, it can be challenging to find topics that will work equally well for all areas of marketing. As Morse’s PR agency, media coverage is also Spark’s primary deliverable so campaigns must always create opportunities for outstanding results. By taking broad business issues such as flexible resourcing, Spark has been able to deliver both media coverage and marketing collateral.
Big-bang campaigns
For example, a headline driven research project for media purposes was also used for a Direct Marketing campaign. Press coverage included the Financial Times, Computer Business Review, V3 and Information Age. The research report was used for the first DM campaign and the stats were used by the sales team in presentations and meetings. The second DM campaign used comment pieces that Spark wrote and secured coverage for in the Financial Times and Computer Business Review. By buying the rights to these, Morse was able to ‘borrow’ additional credibility from these well-respected publications as well as have access to articles that clearly set up the challenges faced around resourcing. The response rate to the campaigns was 50% higher than expected industry standards.
To secure mainstream brand awareness, Spark also picked topical issues such as the use of Twitter. Spark created hard data that backed up employers’ fears about the effects of social media usage in the workplace, in terms of productivity and damage to the company’s brand. Press coverage included business heavyweights The Economist and The Financial Times, as well as national news outlets The Daily Telegraph and BBC Online. It was also covered by key trade titles such as V3. In addition, the campaign was an effective sales tool, with over 500 businesses contacting Morse to ask for a copy of the full report.
“Spark is able to translate our technology initiatives into business messages that resonate with prospects. In addition they are consistently able to come up with ideas that fuel our marketing campaigns without sacrificing PR results. If anything, PR results have improved as a result of us getting the team more involved in our business and giving them a better understanding of our objectives. ROI has improved across all areas of marketing and the coverage we are getting constantly surprises us. Despite tough economic conditions during the last few years forcing us to make cuts, we have continued to invest in Spark as we feel the agency delivers more than just PR and provides the most value across the marketing mix.”
Morse
Morse supplies and integrates across the entire technology spectrum. Therefore an external perspective, provided by Spark’s team, is key to tapping into topical issues that will ensure that customers and prospects will notice Morse’s campaigns above those of their competitors. Morse has worked with Spark for several years and during that time the relationship has evolved from the agency being simply a PR supplier to Spark becoming an integral part of the marketing team.
Integrating PR and marketing to increase ROI
Spark’s current role includes the development of themes that can be used across all marketing disciplines rather than just PR. These themes, reflecting the challenges faced by C-level decision makers, are then turned into business-benefit focused storyboards, which effectively package Morse’s unique technology strengths in a way that appeals to IT directors within FTSE 100 companies. Spark has developed thought leadership campaigns on a range of topics aligned to Morse’s business including Green IT, Data Centre Optimisation, Security and Productivity.
For example, when the Carbon Reduction Commitment Energy Efficiency Scheme (CRC) was announced, Spark developed a campaign around the impact that this would have on UK data centres. This included meeting with MP Alistair Darling the then Chancellor of the Exchequer, the creation of content that would create debate in the press about this issue and a toolkit for educating prospects. The education toolkit was used by Morse as a basis for a Green IT and Data Centres event in Scotland (one of the main locations for UK data centres). Over 100 people attended the event where Morse was able to talk about the technology and services required to run a more efficient data centre. Media coverage of Morse’s views on the CRC included the Financial Times, Computing, and Eweek Europe.
Morse wanted to run multi-discipline marketing campaigns as it is more effective and dramatically improves ROI, as prospects see a consistent message and thought-leadership position across multiple touch points. However, it can be challenging to find topics that will work equally well for all areas of marketing. As Morse’s PR agency, media coverage is also Spark’s primary deliverable so campaigns must always create opportunities for outstanding results. By taking broad business issues such as flexible resourcing, Spark has been able to deliver both media coverage and marketing collateral.
Big-bang campaigns
For example, a headline driven research project for media purposes was also used for a Direct Marketing campaign. Press coverage included the Financial Times, Computer Business Review, V3 and Information Age. The research report was used for the first DM campaign and the stats were used by the sales team in presentations and meetings. The second DM campaign used comment pieces that Spark wrote and secured coverage for in the Financial Times and Computer Business Review. By buying the rights to these, Morse was able to ‘borrow’ additional credibility from these well-respected publications as well as have access to articles that clearly set up the challenges faced around resourcing. The response rate to the campaigns was 50% higher than expected industry standards.
To secure mainstream brand awareness, Spark also picked topical issues such as the use of Twitter. Spark created hard data that backed up employers’ fears about the effects of social media usage in the workplace, in terms of productivity and damage to the company’s brand. Press coverage included business heavyweights The Economist and The Financial Times, as well as national news outlets The Daily Telegraph and BBC Online. It was also covered by key trade titles such as V3. In addition, the campaign was an effective sales tool, with over 500 businesses contacting Morse to ask for a copy of the full report.
“Spark is able to translate our technology initiatives into business messages that resonate with prospects. In addition they are consistently able to come up with ideas that fuel our marketing campaigns without sacrificing PR results. If anything, PR results have improved as a result of us getting the team more involved in our business and giving them a better understanding of our objectives. ROI has improved across all areas of marketing and the coverage we are getting constantly surprises us. Despite tough economic conditions during the last few years forcing us to make cuts, we have continued to invest in Spark as we feel the agency delivers more than just PR and provides the most value across the marketing mix.”