Hitachi Data Systems: communicating memory expertise in a comprehensive way

Data and information are essential for companies’ continued existence and it is imperative to protect, manage, store and archive these assets as effectively as possible. Volumes of data are continuing to grow apace within companies - regardless of their size. Hitachi Data Systems has made the storage of data its business and offers intelligent storage hardware, software and services. Storage and archiving solutions simplify data management, optimise storage use and data access while at the same time reducing overall running costs and accelerating the return on investment. Hitachi Data Systems' portfolio of solutions is geared towards both the SME-sector and high-end markets.

“Our decision to entrust Maisberger with our public relations activities in Germany has turned out to be a very wise one. The collaboration has been highly constructive and successful since the word go across all aspects of our PR work. Maisberger’s in-depth knowledge of storage technology and our solutions, coupled with the company’s strong commitment and excellent relationships with representatives of the press, form the basis for exceptionally successful media activities."

Matthias Rabeneck, Marketing Director Hitachi Data Systems Germany

Goals and challenges

As one of the leading suppliers of storage solutions and a subsidiary of the Hitachi Group, Hitachi Data Systems is extremely well known among and enjoys a high profile in IT trade media. The company’s PR brief, however, is to also raise awareness of the firm beyond the trade media and position it to address a wider audience.In a four-layered PR campaign (tech, proof of concept, industry and brand), the aim was to define various campaigns and communicate Hitachi’s messages in a succinct and structured manner. The goals of the campaign were, on the one hand, to tackle subjects that go beyond storage technology, and on the other to flag up the importance of storage in IT and establish Hitachi as the technology leader on the German market.

Activities and campaigns

Development of a multi-layer PR concept
Proactive and differentiated address of various target media: IT trade media, business and daily press, vertical media (healthcare, finance and insurance, transport & logistics, etc.)
Proof of concept through expert comments, interviews and background articles (virtualisation, tiered storage, storage management, ILM, archiving, ECM)
Capture and positioning of expertise articles on trend topics such as “green IT”, Web 2.0, compliance, e-health or “private storage”
“Green IT” campaigns (press round table, expert articles, press releases)
Editorial and text HDS customer magazine True Storage Concept

Results

Hitachi Data Systems has been able to raise its profile not just in the IT trade press but also in business and vertical media. Thanks to numerous expert articles in the IT media, the quality of reporting has also been improved and Hitachi has affirmed its expertise in the storage sector.

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