Using the SCRUM to craft an identity and gain customer & channel confidence!
Milestone Systems (Canon Group), the leading VMS brand in the world, wanted to raise awareness in the region.
Milestone had almost no presence in mainstream or tech media.
Matrix PR employed the SCRUM (Agile) methodology to perfection to carve an identity in the mainstream media by popularizing their industry Video Management Services (VMS).
To make Video Management Services (VMS) a mainstream media topic
Position Milestone as a leader in VMS technology in mainstream and tech media.
To encourage more conversations around women in technology.
Milestone Systems had neglible visibility in the mainstream media in the region.
The VMS topic was unknown to many and the brand was not high on the radar for media, potential partners and consumers.
The brand didn’t have all the resources necessary at hand to be able to manage the suggested campaign in one go.
An audit of mainstream and tech media showed that almost nothing was mentioned about VMS.
A media dipstick with select Tier 1 media told us that most had never heard of Milestone Systems or had much knowledge about VMS as a category.
Follow-up calls to the media and reviewing the media editorial calendars gave the agency some ideas that could help the brand such as expo, women in technology, etc.
Extensively referred to an IDC report on the VMS industry with its application and impact on other verticals.
Based on research, the strategy revolved around 2 key concepts:
1. THE SCRUM - The team realized that since the client did not have a final Middle East comms plan to roll out it would have to build it as they go along. 2. Four Pillars for VMS = Milestone System
Popularize VMS as a topic through its application in fields such as cyber security, green tech, facial recognition etc.
Position Milestone as a technology leader in the Middle East region
Build a conversation on women’s role in technology
Position Milestone as a brand invested in the region that cares about the developments and concerns of the region
We defined clearly what would be success in year 1 in terms of visibility with VMS.
The idea to build the image around the category itself with attention to women in tech and ethics was a game changer.
Releasing strategic content pieces bit by bit helped craft the image & gain momentum.
Made VMS a mainstream topic and the impact is often mentioned in industry stories in Gulf News, Al Bayan, Al Ittihad, Al Khaleej, etc.
We created among the largest pool of female spokespersons (tech) for a single company and leading discussions on ethics
We offered a solution to a media pain point with the IDC report and MIPS reports of the region
318 Clippings – 6 months – and 13% Tech & Security media features
87% Mainstream Media Opportunities through Pull Strategy
59.2 M Reach – Thought Leadership coverage potential reach
12 ‘Women in Tech’ mentions
106 Key Messages featured with 94 ‘video’
Helping the organization to act as a trading bridge between Japan and the UAE