Insight Enterprises
Insight Enterprises works with businesses, governments and the public sector to solve IT challenges. It does so by designing, building and managing technology that combines hardware, software, cloud services, cybersecurity and IT support.
It wanted to cement its position as a “Solutions Integrator.” As a partner that helps businesses achieve their goals, rather than just selling them technology. It wanted to particularly stress its AI capabilities.
The Challenge
Prioritising industry problems to position Insight as the solution
To illustrate it solves business problems, Insight needed to be specific about what those challenges were. It needed to start every story with an issue its clients and prospects face, giving it the right to talk about the solution. This would also arm the business with compelling narratives that journalists are interested in.
Simple Insight
We’ve firmly positioned Insight as a Solutions Integrator while also raising the profile of the brand. It’s share of voice against key competitors rose by 15 per cent in just two quarters and we’ve exceeded coverage KPIs by 19 per cent. Importantly, in the first year, we’ve delivered key messages on the right topics to make sure PR links back to Insight’s business goal.
Results
We embarked on the Prioritise the Problem campaign. This has included shaping research reports that identified common issues companies face. For example, a lack of cybersecurity skills is forcing leaders to take shortcuts and increase risk. In the case of AI, we uncovered that organisations trust the technology and are keen to implement it, but often get stuck in the pilot phase, rarely able to scale it or reap the rewards.
These were all things Insight could help with. By prioritising the problems, we helped Insight gain a voice on how they could be remedied.
These reports, and the associated media relations activity complemented an ongoing proactive press office. This reuses materials to offer commentary on breaking news, secure interviews and contribute to feature articles.
Simple Solution
“Five not 10 has helped raise our profile and cement our position as a Solutions Integrator. The team’s strategy is focused, the content is well-written and the coverage meets our business priorities. They’re great consultants – always asking the right questions. I would highly recommend them.”
Communications Manager EMEA, Insight Enterprises