AIT IS  AIT is a leading consultancy and specialist technical IT support service company.

Looking to capitalise on the ‘energy saving’ agenda businesses were being encouraged to consider, they wanted to know more about the market and how to approach them.

We undertook a research project, which resulted in:

• Identifying the core groups and individuals they should be talking to; including both influencers and decision makers.
• Understanding the best channels and time to approach the targets.
• Identifying what social collateral would be useful and of interest for the influencers and what information the decision makers needed.

Following the research we created an introductory omni-channel campaign, designed to introduce AIT, without overtly selling, and inform those responsible for IT and operations of the advantage of a data centre audit.

As part of the campaign we created the following:

• A dedicated microsite, full content managed, allowing us to blog about the latest changes, legislation and news relevant to our audience.
• A quarterly magazine, called ‘FOOTPRINT’ which delivers interesting and useful information linked to ICT and energy saving.
• A drumbeat of communication, delivering the latest information on legislation changes, as well as advice and information on compliance.
• A video providing the key facts and figures our target audience are interested in, which provides supporting evidence for the advantages of a data centre audit.
• A presentation, specifically designed for influencers to share with decision makers, providing hard hitting evidence on the potential cost savings associated with a data centre audit.

As a result of the campaign response to client eshots rose by over 50%. And the ‘pass on’ rate of the campaign resulted in the scope of our original database increasing with additional targets signing up to receive the magazine and requesting inclusion within the drumbeat of communication.

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