Over 45 published articles, 33 different news publishers and an estimated reach of 510,000. The key to the successful PR campaign when four IT companies became one was a strategy focusing on local values such as jobs, investments and the local business community.
Four different IT companies in 34 different locations in Sweden and Norway, with different specializations and customers, would come together under one name, Nordlo. The merger of Zetup, Office IT-Partner, Dicom and Norwegian IT Total was faced with the challenge of making the public, suppliers and potential buyers aware that previously established and experienced players still exist, but in a new and larger guise, and with new muscles, under the name Nordlo. A Nordic presence with local roots.
The strategy – focus on jobs, investment and local business community
Greatness PR proposed a national campaign with local roots, focusing first on local media and highlighting what affects the region most – jobs, investments and the local business community. National media would then be approached. Tailor-made press releases were produced for all regions and cities where Nordlo establishes operations, with customized news angles.
The strategy also included giving exclusivity to local media and the industry magazine Computer Sweden, and following up all editorial offices. By building interest in regions around the country, the goal was to build greater national and industry interest.
Read: Product launch with limited budget reaches large audience
The result – national media coverage
In total, over 45 articles in 33 different local, industry and national media published articles about the formation of Nordlo, resulting in national media coverage. The estimated reach was approximately 510,000 (Notified).
The news was spread throughout the country, from Skellefteå to Småland. A selection:
– Barometern: Major investment to be expected for IT companies
– Norran: Klart: IT company in Skellefteå in new form
– Smålandsposten: Office IT-Partner becomes Nordlo
– Jönköpingsposten: Well-known IT company changes name and hires new employees – “We become a super strong player”
– Dalademokraten: From 32 to 600 employees – IT company merges and changes name: “We will be twice as big”
Several editorial offices also conducted their own interviews with local representatives, which shows great local commitment.
Industry media such as Computer Sweden and Realtid highlighted the merger. Even Resumé wrote about the event.
“Nordlo managed to get fantastic coverage of our launch, both to the public and to our most important customer groups. The strategy of building on local interests in Sweden’s various regions was absolutely right and we are very pleased with the collaboration with Greatness PR,” says Carolen Ytander CMO at Nordlo.
