Digital public relations: facilitating a company pivot.

As IGEL transforms from a hardware to software company, global press coverage and social exposure built a successful foundation.

Client: IGEL

Website: igel.com

Industry: Secure Endpoint Operating System for Digital Workspaces

Media Placement

Thought Leadership

Social Media

Global PR Alignment

Growth in Social Followers

Unique Articles

Central Global Dashboard

Average Quarterly Readership

CHALLENGE

Planning a market pivot.

IGEL, a German-based provider of a managed OS for digital workspaces, was moving into the U.S. market. Pivotal to its move was the flip of its marketing approach and company focus. Rather than being driven from Germany, IGEL wanted a U.S.-led marketing engine with a powerful process for delivering a consistent story across all international regions. In addition, the company was in the process of divesting its hardware product line so it could become a software-only company.

SOLUTION

Global alignment delivers exponential results.

Avista entered as the lead agency for IGEL. It aligned a comprehensive approach to deliver media coverage, thought leadership content, awards, blogs, analyst engagement and social media using a consistent and metrics-driven approach across key-international regions. Agencies in each area were aligned with common metrics and processes using the Avista Engagement Dashboard process. Here results from each region are tracked in real time, and a portion of each regional investment aligns into a pay-for-performance model.

Avista further developed the messaging and PR strategy to transform IGEL’s media image from a traditional hardware vendor to a major industry software player. Avista successfully established IGEL as a leading player in the end-user computing software industry by building thought leaders, influencing analysts and driving compelling channel media.

RESULTS

Emergence of a new endpoint OS software leader.

As a result, IGEL has become a leading voice in the end-user computing software industry. Media programs and social campaigns driven by Avista have aligned IGEL with major industry players from Microsoft, Citrix and VMware to HP, Lenovo and LG, which has helped IGEL establish its clear leadership position as the managed endpoint operating system for the modern workplace.

Using the Avista global alignment approach, IGEL also secured these results while realizing dramatic savings in international public relation expenses while benefitting in exponential results achievement. The global network of agencies, under Avista’s direction, has delivered more than 1,500 pieces of original content, captured 26 awards, and raised social media visibility by 85%, with an average of more than 13,000 social shares a quarter.

View IGEL media coverage here.

Avista has become part of the marketing secret sauce that is driving IGEL’s dramatic growth. Performance-driven and metrics focused, they have enabled us to realize explosive press and social media results while optimizing our marketing investment.”