ADIC Deutschland GmbH: Specialist IT storage
Backup strategies and storage architectures are high on the agenda for today's IT managers. Data and information are among a company's most important assets. However, large volumes of data, new legislative requirements and tighter budgets place heavy demands on storage management. Solutions that manage data efficiently and make it available for business processes reliably at all times are in great demand. Customers are looking for different systems and technologies such as automatic mass storage systems and data management software. Market experts put the investment in storage systems for the EMEA region (Europe, Middle East, Africa) at $ 5 billion a year. Managing large volumes of data with storage concepts is therefore a key growth area in the IT industry.
ADIC offers the widest range of tape library products in the industry. Its portfolio also features an integrated disk-to-tape backup solution and SAN data management software.
Objectives and challenges
Storage is a very complex subject, and the details are primarily only of interest to specialists. The initial aim of the PR work was to raise the profile of the "hidden giant" of the industry and make trade journalists more familiar with ADIC and the issues it tackles. It was then introduced to a wider public and the issues communicated in an easy-to-understand way. The aim was that ADIC should be perceived as an expert body and "voice of authority".
Measures and actions
Strategic PR consultancy and development of a communication concept
- Identify and explain the latest trends and developments (e.g. ILM or iSCSI)
- Provide intensive support to interested journalists primarily on a one-to-one basis
- Proof of concept through expert comments and background information
Results
ADIC has achieved a high profile in trade circles and has established itself as a commentator on current trends and background issues. The company is perceived as an expert body and enjoys a good reputation for responsiveness and professionalism.