Public Relations for Company Positioning

Quest Software Public Sector provides smart systems management products — innovative solutions that help federal, state and local government agencies and higher education institutions solve everyday IT challenges faster and easier. Despite its strong reputation among public sector media, Quest Software Public Sector was seen by prospects as a point-product provider rather than solutions-oriented IT management company. Sage developed a PR plan that redefined the company for government prospects as a solutions provider.

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Situation

Quest Software Public Sector provides smart systems management products—innovative solutions that help federal, state and local government agencies and higher education institutions solve everyday IT challenges faster and easier. Despite its strong reputation among public sector media, Quest Software Public Sector was seen as a point-product provider rather than solutions-oriented IT management company. Sage developed a PR plan that redefine the company in the minds of its government prospects as a solutions provider.

Objective:

To redefine the company in the minds of its government prospects as a solutions provider

Our Process:

Sage’s plan increased the mindshare of Quest Software Public Sector executives by making them available to media outlets that addressed the needs of business, as well as federal, state and local government. The agency conducted an aggressive media campaign with compelling and newsworthy content on hot topics such as identity management, consolidation, BSM and shared services. Sage also gave the Public Sector team ways to provide third-party validation to the media through established customer and partner relationships.

Results

The company secured 28 media hits, including eight feature articles in Tier 1 government media including Federal Computer Week, Government Computer News, and Federal Times.

Sage’s PR plan also strengthened Quest’s relationship with customers and partners by choosing media initiatives that showcased joint successes, including dual articles in Federal Computer Week, Government Computer News and Vertical Systems Reseller.

In addition, Quest Software Public Sector secured a speaker placement at AFCEA InfoTech on Business Service Management (BSM).

As a result of this media attention, Quest executives were seen as thought leaders in the industry, providing well-expressed opinions on timely issues and trends. This effort repositioned the company in the minds of prospects, creating the perception that the focus of Quest Software Public Sector was more strategic than tactical—that the company thought more about solutions, not just product sales.