OBJECTIVE

The goal was to raise Software 2000's visibility in the UK so as to increase sales and leverage its relationship with IBM. Software 2000's new OOT product was identified as being a platform for showing that Software 2000 was ahead of its competitors.

RESULTS

Extensive IT and national press coverage was given to Software 2000's OOT announcements. "This produced a great deal of interest in our prospect and IBM community. I can report that sales and profits grew by 300% after this activity" reported Brian Marsden, UK Managing Director of Software 2000.

Claire Gooding, editor of the Financial Times' Software at Work, visited SW2K, met the executives and wrote a 20 column inch article for the Financial Times' Technology Page which described how Software 2000's OOT product could give users competitive edge.

The material produced was used to establish contact with nascent OOT organisations so that SW2K would gain mind set and be seen as one of the earliest and best established players in this market.

Extensive coverage in IBM's own Business Partner publications included an interview with the American CEO, John Pemberton.

Michael O. Hunt, Vice President, International Software 2000 Europe Inc: "I have known Sally for approximately 14 years ... on each occasion I have been impressed with the coverage she has achieved and the way in which she operates. Sally provides an individual service to clients, whilst bringing to bear the resources and contacts of any larger agency. Her success can be attributed to a combination of an exceptionally well informed background, and a thorough knowledge of the market and international operations, all of which enables her to work personally on a one-to-one basis with senior executives to agree objectives and strategies. These are then thoroughly and successfully followed through by her personal implementation. Her knowledge of the IT industry and media is known and respected on an international basis and her reputation and credibility are second to none."

STRATEGY AND TACTICS

SG formed a good working relationship with the first user of SW2K's OOT product, the HR Director for Baxter Health Care. Produced Company Backgrounder and wrote announcements entitled "First customer for OOT applications - Client/Server Technology enables new management and HR philosophy across Europe" and "Software 2000 establishes leadership position with first Object Oriented application software". Both AS/400 and OOT champions were identified by SG in the press and focused on. SG organised a press lunch for key media and analysts and a press conference where the user made a presentation. Media from the IT, HR, Accounting and Business press attended.

SG also liaised with US PR executives and their PR consultants and gave feedback on UK/European marketing requirements. The US Marketing VP invited SG to review the presentation that was due to be presented to American analysts.

Met with key IBM executives and developed a marketing plan for SW2K which leveraged IBM's Business Partner marketing investment.