Savvis, a cloud-based data hosting solution, wasn’t seeing the brand recognition they wanted, despite being a part of the massively influential CenturyLink family. To garner more awareness, CenturyLink opted for a name change and rebrand of the division to CenturyLink Technology Solutions, but they needed help telling the story and generating some buzz.
How we got there
SSPR worked closely with CenturyLink to build a PR foundation for the Savvis rebrand by first highlighting key cloud division developments (product launches, partnerships and acquisitions). Through targeted outreach to relevant national business, local and IT trade media, SSPR cultivated context for the brand shift
with key media targets, building up to the rebrand as a formal announcement. Maintaining momentum following the official launch, SSPR created a thought leadership campaign to establish credibility for CenturyLink’s new CMO, focusing on the challenges and successes during the rebrand process.
Campaign efforts garnered tier-1 IT and business media coverage in publications such as TechCrunch, The Wall Street Journal and Network World. An extended profile of CenturyLink’s CMO also appeared in the print edition of Direct Marketing News. In a two-quarter period, SSPR garnered 10 media placements on sites with over one million unique monthly visitors, for a combined ad equivalency rate of $30,671,010.79.