What Bull says about Highland Marketing
Outsourcing our PR to Highland Marketing was one of our marketing successes of the year. Our products and services are well-known internationally but we really needed to raise our profile in the UK’s public sector. Susan and her team put together and implemented exactly the kind of strategy we needed, winning regular and positive media coverage which targeted exactly the kind of people we need to reach.”Mike McCaig, UK Marketing Director
The challenge
Bull is a well-known company in Europe with an excellent reputation for the quality of its products and services. However, brand awareness in the UK public sector was relatively low. Highland Marketing was invited to help fix the problem through a PR campaign. This needed to pay particular attention to issues including the Bull’s commitment to sustainability, high-performance computing (HPC) and to advanced solutions like cloud computing and virtualisation.
The outcome
By getting to know the company and its market we have been able to develop a PR campaign tailored to Bull’s needs and to the interests of relevant UK media. The first step was to build relationships with journalists and to ensure a wide circulation of news and information about Bull. Next we started building a network of customers who were happy to act as advocates. The results have been excellent, with extensive coverage in everything from Computing magazine to the FT. This has ranged from news stories about projects, products and green awards to lengthy features about the business.
About Bull
Bull helps clients optimise the architecture, operations and the financial return of their information systems and their mission-critical related businesses. It focuses on open and secure systems, and is the only Europe-based company offering expertise in all the key elements of the IT value chain. For more information visit www.bull.com.
