CAMPAIGN HIGHLIGHTS
1. Managed and executed a solid b2b tech PR strategy to support Achab’s launch into the UK market
2. Built Achab brand awareness through 14 pieces of secured coverage over a three-month period in channel and business computing press.
3. Positioned Achab as a thought leader in building a unique distribution model to help partners boost innovation and capture new opportunities.
BACKGROUND
Achab (named after the Captain in Herman Melville’s novel Moby Dick) was founded in Italy in 1994 as a software house, and since 2006 has specialised in the distribution of value-added software solutions to managed service providers (MSPs) and value-added resellers. The company has become a single point of reference for the entire IT infrastructure of small and medium-sized enterprises, offering a selected range of best-of-breed solutions that allows customers to efficiently meet their business objectives. In the Italian market, Achab collaborates with a network of over 1800 qualified resellers, helping them respond to the needs of the end users, from pre-sales consultancy and delivery of turnkey solutions to training and maintenance. Achab is dedicated to the growth, innovation, and success of its partners.
With a well-established distribution business already in place in Italy, Achab engaged with TechComms for a three-month project to create and implement a strategic communications programme that would support their launch into the UK market.
STRATEGY
To support Achab’s launch into the UK market, TechComms created and implemented a media relations programme that centred around securing interest and coverage in the channel and business computing media.
As Achab was not a known brand by the UK media, TechComms kicked off the programme by creating and issuing a press release about Achab’s expansion into the UK.
The announcement garnered a lot of interest with the UK media, in particular the channel journalists, which led to several interviews and successful placements of guest articles to support their thought leadership programme.
RESULTS
At the start of 2021, TechComms managed the UK PR project for Achab over a three-month period. The expansion into the UK market press release resulted in 10 articles across business computing and channel press, followed by three interviews with CRN, CPI, and Technology Reseller.
TechComms also successfully secured two thought leadership placements in The Evolving Enterprise and EM360 around the topics of customers using MSPs to deliver IT services, and considerations when implementing an email security system.
CLIENT TESTIMONIAL
“TechComms managed our UK PR Programme to help us launch our business into the UK market. We were very impressed with how quickly the team drummed up interest with key journalists at the likes of CRN, Microscope and Channel Pro, and it was great to have the opportunity to explain our business proposition in further detail during the media interviews. The team gave us some great counsel and guidance on the best way to navigate the UK media landscape, and through their dedication to delivering exceptional results, they achieved impressive pieces of coverage for us during the project.”
Andrea Veca, CEO, Achab
