When Mantis started working with Updata infrastructure in late 2010, it was the first time that the company had invested in a planned Public Relations campaign. Founded in 2003, Updata operates in a highly complex market where large competitors are well established. By focusing exclusively on the needs of the public sector, Updata has outperformed the market in the past 24 months. With a proposition built around insight, experience and expertise in providing communications networks to the public sector, the Company’s success was recognised in the 2011 Sunday Times Tech Track 100.
Back in 2010, the Government set out its strategy for ensuring that all public sector entities are linked by their own broadband provisioning, known as Public Service Networks (PSN), so Updata found itself at the heart of a big theme for government technology.
Mantis devised a PR strategy for the business that would help make the Updata name synonymous with PSN and public sector network supply. Telling the company’s story through the positive experiences of its customers was a central part of the first 12-month PR plan.
The team spent time with Updata’s customer management staff and took briefings on each recent customer implementation. Once we had a clear picture of what stories were available with certain customers, we prioritised writing them up and pitching them to the media. One of the first customers we approached to be part of Updata’s media relations efforts was NHS Herefordshire and Herefordshire Council.
Because Updata’s work with Herefordshire was complete and the team was using the solution to great effect, the spokesperson there was happy to undertake interviews with the trade media
Mantis drafted a press release which gave a description of the project and called its media contacts to pitch the story, providing the press release if they didn’t have time for an interview, and setting up a managed conference call for Herefordshire and an Updata spokesperson where necessary
Within three days of contacting the media, Updata’s Herefordshire story had six press articles in its target publications:
- Guardian Government Computing
- E-health Insider
- Networking Plus
- IT in Use
The coverage resulted in interesting debate, with the comments section of articles being used to discuss the PSN, and the stories being shared on Twitter, Google+ and LinkedIn over 20 times.