Building strong relationships with key media is an important component when expanding in a territory. This was a key objective for ManageEngine. It enlisted the assistance of 3THINKRS to help position and publicise the opening of two new UK data centres, as part of its expansion strategy for the UK.
A Data Safe Solution Boosts 25% YoY Growth
ManageEngine’s broad product offering, covering an organisation’s entire IT infrastructure had already won ManageEngine an impressive roster of clients. With a robust 25% YOY growth in the UK in 2022, the market was prime for development and expansion.
We positioned Manage Engine’s data centres as a solution to the growing concerns around data sovereignty and data privacy, being felt by UK businesses in a post Brexit world. Helping to drive relevance and pipeline.
Building Brand and Levering Expertise
Using ManageEngine’s credentials as a data centre host in several other countries, we leveraged its expertise to talk to current security concerns including privacy, data loss prevention, compliance and endpoint security. This approach integrated key messaging, to communicate corporate values and build brand recognition.
3THINKRS secured interviews between ManageEngine leadership and target media, using the data centre announcement as the news hook. This provided the opportunity for longer form pieces of content, giving leadership the opportunity to share key messages, build profile and grow brand exposure.
Our primary target was to secure interviews with senior leadership, with tier one press exposure.
Making An Impact During the Data Centre Launch
In one month, we secured 21 pieces of coverage in leading publications, including:
• 5 interviews with tier 1 publications – meeting our key objective
• 22,000 online coverage views
• 297,300 print coverage circulation
“The opening of two new data centres in the UK was a major announcement for ManageEngine and underpinned our expansion strategy in the UK.
“When it comes to data, the needs and wants of our UK customers are always changing. 3THINKRS helped us deliver maximum benefit from the announcement, by identifying customer pain points and addressing them through the provision of the data centre facility.
“It was important we could use the news to extend our reach and build on our existing brand awareness. We achieved this through the coverage we secured, and a number of senior leadership interviews with tier 1 media, helping to build profile.”
Ahana Vissa, Zoho Corporation and ManageEngine – Marketing and Media Relations