Xperience,
the Lisburn based IT solutions company, is one of the longest established providers in the Northern Ireland marketplace supplying technological expertise to local businesses for over forty years. However, having operated under a number of different brand names down through the years, awareness was low with Xperience’s business profile significantly under the radar for a company that continued to punch above its weight.
The company had a mission to double its business base through organic growth, acquisition and innovation but needed to develop its profile and build its brand to deliver this.
Xperience tasked Aiken with revitalising its corporate communications and positioning the business as a dynamic and progressive IT company with expertise across all areas of cutting edge technology. This approach was to complement and support the company’s strategic mission of doubling its business base by 2013.
With a perception that the brand was tired and with an insignificant business profile there were significant challenges that needed addressed and quickly, to support and position the company as a growing provider of cutting edge technology across hardware and software solutions.
Strategy
Develop a corporate communications group to review and assess progress against set targets
A programme to lay the foundations for future success of Xperience’s business growth focussing specifically on b2b ‘informing,
educating & commenting’
Targeted media relations campaign to run alongside and support specific corporate activity axis of ‘inform,
educate & comment’
Position and build credibility of Xperience as industry experts across cutting edge technology
Build strong relationships with business media and broaden the message to reach representative bodies
An extensive brand evaluation programme as an integral part of communications overhaul
Tactics
Established and oversaw Xperience’s Communications Group to review, assess and enhance the progress of building corporate reputation
Recruited and managed Brand Consultants, managing internal comms and full employee participation in development of refreshed brand, corporate profile and website communications. Worked with key team member in building Xperience’s social media presence, specifically establishing business relationships through LinkedIn.
Developed extensive stakeholder mapping to review when, how and where Xperience should engage with its target audiences. From this a series of regional ‘Educate IT’ events (Belfast, Lisburn, Derry, Fermanagh and Newry)were hosted and promoted through the business media (print, online, social media and IT bloggers) to inform, update and educate Northern Ireland SME’s on new cutting edge technology and the role that it is starting to play in business.
Developed targeted relationships with key Professional organisations e.g. Law Society of Northern Ireland,
negotiating the opportunity for organisations to receive CPD points by attending ‘Educate IT’ events.
Built partnership between Xperience and IBM by hosting a joint ‘Business Leaders Dinner’ at James St South – targeted at influential CEO’s / leaders to share ideas and expertise with a focus on building the local economy. Key media in attendance.
Strategically positioned business features highlighting Xperience’s credentials and growth strategy including double page interview in Business Eye and Ulster Business
Developed a series of targeted win stories, utilising customer stories and new technology hooks with creative photography to build a consistent media message of a company that is on the move
Piggbacked and utilised industry hot topics for regular comment pieces and specific IT features. Approached key media outlets with a view to providing IT thought leadership columns on a monthly basis to maintain Xperience’s presence – monthly column in Irish News, Business Eye and Lisburn Star.
To build a picture of the strength and depth of Xperience and its Board a series of personnel profile pieces were arranged combining its business and corporate responsibility message
Arranged and managed all communications around TCS solutions (Belfast) and DMC’s (Peterbrough)
amalgamation into the Xperience Group, managing media coverage to ensure the new relationship was sensitively managed whilst maximising the media story across broadcast, print and online.
Developed follow up business features secured on successful amalgation of new companies, communicating new areas of expertise
