Case Study: Communicating Business Without Boundaries
In 2010, the global IT services and consulting company Freeborders faced a challenge: Three years after the financial crisis, IT departments were still cautious about IT spending. In addition, competition had increased from emerging markets, such as Brazil and the Philippines. The market chatter put the spotlight on larger players and gave less attention to smaller companies. Freeborders engaged Expedition PR to help increase the visibility and understanding of Freeborders’ value proposition among key influencers: the ability to cost-effectively adapt a company’s business infrastructure to the market and conduct business without boundaries by using smart technology solutions and a pioneering China delivery model.
Freeborders partnered with Expedition PR to implement a results-driven communications program designed to meet two objectives: increase the company’s overall brand visibility and support sales leads generation activities. At the core was an ongoing media relations program to keep influencers abreast of Freeborders’ business and offering. The agency closely aligned the topics and timing of the media and social media campaign activities with of Freeborders’ marketing strategy. PR activities helped drive traffic to marketing events and positioned Freeborders’ executives are experts on key topics, including global IT services, the China market, IT and business alignment, and ERP upgrades. To further build credibility within the IT services industry, Expedition PR managed an awards submission program. Award wins were leveraged for marketing activities and materials.
Within a year more than 80 articles appeared in the IT services, IT and business media, including CIO, The Wall Street Journal, Fierce CIO, Computerworld, CIO Update, Outsourcing Center and Global Services. Freeborders’ executives were quoted as experts in the media and spoke at industry events about technology innovation, IT and business alignment and business in China. Freeborders was recognized through a number of business and industry awards, including the IAOP Global Outsourcing 100® and The World’s Best Outsourcing Advisors list, the Global Services 100 list, Inc. Magazine’s Inc. 5000 and the San Francisco Business Times 100 Fastest-Growing Private Companies in the Bay Area. The program is still ongoing.
“Expedition PR helped amplify our marketing activities with a smart and results-driven PR program. Moreover, the agency shares our passion for technology and conducting business without boundaries, across cultures and geographies,” said Jean Cholka, CEO at Freeborders, Inc.