AxiCom produced and implemented a communication strategy for EMC Global Services, the company’s cross functional team that provides consultancy and business strategy services across all of EMC’s business and product lines. The goal was to demonstrate the value of the Global Services team, in terms of the key role it plays in customer relations.

The Challenge

EMC has a very wide portfolio, and its communications strategy was built around business units and product lines. This product-centric approach lacked a wider narrative of what EMC did as a company and was strongly embedded with editors, therefore its wider Global Services lacked visibility.

The Strategy

The Global Services team had been able to gather valuable customer insights so this information was used to draft a set of by-lined articles that were pitched to press. These presented a customer-centric view on critical issues such as cloud computing, its related opportunities and threats.

AxiCom also organised a press event to introduce the Global Services team to relevant entreprise IT press to outline its mission.

The Result

The event itself was a success, 12 journalists attended and this led to more targeted one to one briefings in which EMC executives addressed specific topics and verticals. AxiCom then developed a calendar of quarterly press events to address particular issues, these have developed the Global Services team’s ongoing relationship with journalists.