Case Study

“Launching a Company and Redefining a Category”

The Need

The Strategy

• Concept-test positioning and messaging with key analysts prior to broader media and analyst outreach
  
  
• Pre-brief IT, vertical and local business media in advance of planned announcement on Vantage Data Centers' campus build-out and ability to deliver on business model
  
  
• Leverage Vantage Data Centers' Smart Data Center Revolution Earth Day event and Fortune 100 technology partners and profiled speakers to lay foundation for CEO Jim Trout as an industry thought leader and Vantage as a highly credible, fast-track company
  

The Results

• Garnered multiple briefings and coverage in vertical media and key IT publications, including Data Center Knowledge, San Jose Mercury News and Network World
  
  
• Secured a strong line-up of industry analysts and reporters to attend the Earth Day event and tour the first completed high-efficiency data center building on campus (V3)
  
  
• Coverage of the Earth Day event included ABC local news, Jim Trout on Greening the Data Center and Smart Data Centers - New World of Green (Converge), Vantage plans to expand outside of Silicon Valley (Data Center Dynamics), Vantage now building 2nd Santa Clara data center (Data Center Knowledge Center )
  
  
• Delivered breakout standalone feature on VDC in How to Build a Modern Data Center (Information Week)

The Takeaway

In less than six months, Engage PR has been instrumental in helping Vantage Data Centers achieve their broader marketing objectives and to establish a level of credibility with IT media and analysts. According to the company, they are receiving an increasing level of in-bound customer queries based on media coverage in conjunction with other direct marketing and sales outreach.