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Kingston Technology Europe: Educating Businesses to IT Cost Savings
Background
Kingston Technology, the world's largest independent manufacturer of memory products, enjoys a strong profile within the IT world however its individual products were poorly represented in the media.
PR Brief
- Educate the IT, trade, business, target verticals and IT consumer media to Kingston Technology's full product and service offering
- Combat the market misinformation that using third party memory invalidates your warranty
- Drive sales across target business, consumer and reseller audiences
Activity
Fresh Communications undertook a dedicated media education programme to communicate core messages and profile its founders and key executives to IT purchasers. This ranged from OEMs, system builders, the reseller market, digital photographers, computer gamers and IT consumers.
Through a series of lunch briefings, features and subject specific seminars, we have been highly successful at winning over key journalists to profile Kingston Technology as well as argue the warranty issue on their behalf.
On a quarterly basis Fresh Communications identify and develop customer and industry issues for Kingston Technology to own. These issues form the basis for corporate profiling features and technical by-lined articles, bringing the technical expertise and industry knowledge of Kingston Technology staff to the fore.
This activity is supported by regular relationship building events and trade show activity.
Results
- Since early 2002, Fresh Communications has doubled Kingston Technology's coverage in corporate, executive and product profiling delivering an average of 16 pieces of coverage per month
- Our media work has extended Kingston Technology's profile beyond the IT trade press and into national newspapers, business, government, photographic, IT consumer and gaming titles
- We have secured coverage in influential technology and business press including The Daily Telegraph's business section, Financial Times, The Daily Mirror (Amy's I and Kelly's I), Daily Express, PC Advisor, Custom PC, PC Gameplay, Digital Camera Buyer and Haynes Computer Manual
- Kingston Technology now enjoys regular coverage in IT trade and vertical press including Computer Weekly, Computing, Computer Reseller News, The Inquirer, Government IT, Human Resources and Financial Sector Technology
- A recent by-lined article written by Fresh Communications in Government IT magazine delivered 20 new business leads for Kingston Technology
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