CAMPAIGN HIGHLIGHTS
1. Positioned Fuze as a thought leader in hybrid working via interviews, guest articles and commentary opportunities
2. Supported the launch of the Fuze channel programme into the UK market with an exclusive interview in a tier one channel title
3. Secured over 60 pieces of coverage for Fuze in key UK media publications, including unified communications, business computing, security, channel, and vertical press
BACKGROUND
Fuze, a global cloud communications provider for the enterprise, provides intuitive unified communications and contact centre platforms for a seamless transition between calling, meeting, chatting, and sharing. Powered by an industry-leading intelligent cloud architecture, Fuze empowers the digital and distributed workforce, enabling them to communicate anywhere, anytime, and across any device. Founded in 2006, Fuze is headquartered in Boston, MA with offices around the world. Fuze was acquired by 8×8 in January 2022.
Following a successful PR project with TechComms in 2020, Fuze reappointed TechComms in 2021 with the aim of continuing to build their brand profile in the UK. To meet this goal, TechComms was tasked with creating, managing, and implementing a strategic b2b tech PR programme that was focused on garnering the attention and securing coverage in key UK target media.
STRATEGY
As part of the company’s continuing effort to drive awareness of Fuze’s brand profile in the UK, TechComms developed, managed and executed a b2b tech PR strategy.
This included a media relations and content creation programme to secure interest and coverage in unified communications (UC), business computing, security, channel and vertical press. To support the strategy, TechComms managed the UK press office, created tailored UK-focused media pitches, secured interviews and commentary for key spokespeople, as well as developed guest articles to support Fuze’s thought leadership programme.
RESULTS
TechComms managed the UK b2b tech PR programme for Fuze from February – December 2021. Building on the success of the 2020 PR project, TechComms worked with media on opportunities specific to hybrid working during the Covid-19 pandemic, including providing commentary and securing guest articles. The Fuze Flex Study 2021, a globally commissioned study, was heavily leveraged to further position Fuze as a thought leader in hybrid working. The results of the study enabled TechComms to provide deep insights to journalists about the attitudes towards flexible working and how to avoid burnout in the post-pandemic office. This resulted in an exclusive interview in UC News, an exclusive guest article in Information Age, plus 11 articles on the research findings across business computing and UC press..
TechComms was also tasked with securing coverage in vertical media to promote Fuze’s vertical solution offerings. This resulted in coverage in IT Supply Chain, Recruiter and Manufacturing and Logistics IT.
To support Fuze’s drive to generate publicity with customer case studies, TechComms secured an interview with a Fuze customer in Enterprise Management 360. Additionally, TechComms secured an exclusive interview with Microscope to support the launch of Fuze’s channel programme into the UK market.
Throughout this period, TechComms secured a total of 61 pieces of coverage for Fuze in UC, business computing, security, channel, and vertical press. In addition to the above results, other key successes included thought leadership coverage in UC Today, InfoSecurity and IT Pro Portal, as well as product announcement news in IT Pro, Channel Pro and Networking Plus.
CLIENT TESTIMONIAL
“Following the success of the PR project in 2020, we were eager to build on the progress we had made with key media publications and were thrilled to be working with TechComms again.
TechComms were instrumental in supporting our thought leadership programme and in positioning the Fuze brand as a leader in the hybrid working space. With many companies vying to join this timely conversation during the Covid-19 pandemic, TechComms worked closely with us to ensure our messaging was relevant, local and most importantly, new. This gave us the advantage in securing the attention of key media targets.
TechComms is a great team to work with and are relentless in reaching their goals. To this end they continued to strive until they secured the results they were aiming for. If you’re trying to build your brand, TechComms is a great partner to have on your side.”
Shayna Chapel, global communications director at Fuze
