Case Studies
Citrix Systems: State & Local Government, Education & Health
Situation
Citrix Systems, Inc. is a leading technology company with products that enable a more secure, more manageable and far less costly IT environment than the status quo. Virtualization technologies from Citrix enable a host of government, education and health care initiatives, including green IT, IT consolidation, disaster recovery, computer lab virtualization, desktop virtualization and electronic medical records
As a part of the Citrix Public Sector team, Citrix Government, Education and Health focuses on customers in the state and local government, education (including K-12 and higher education) and health care markets. Citrix needed a public relations agency capable of leveraging customer successes and building media relationships to earn positive coverage in targeted media. That agency would also have to work seamlessly with the geographically dispersed Citrix team to maintain an organized public relations effort.
After a meticulous agency review, Citrix selected Boscobel Marketing Communications, Inc., to raise the company’s profile in key media outlets by:
- Increasing news coverage and visibility for Citrix Government, Education and Health in public sector and education trade press, such as American City & County, Government Technology, T.H.E. Journal, Washington Technology and other targeted media outlets
- Positioning Citrix Government, Education and Health as the go-to virtualization expert for among media in specific vertical markets
- Generating specific Citrix customer solution case studies that addressed targeted sub-markets such as disaster recovery, telework and green IT
- Developing thought leadership opportunities for Citrix State & Local Government, Education and Health in the form of bylined articles and media briefings
Boscobel leveraged its public sector media contacts and knowledge of the IT industry to create media opportunities that showcased the client’s expertise. To help introduce Citrix to key state and local government media, Boscobel scheduled briefings for Citrix executives with key editors and reporters. Boscobel also regularly interviewed Citrix customers to help locate and create opportunities to share meaningful customer implementation stories.
Results
To date, Boscobel’s public relations strategies have earned more than 214 million unique impressions. Articles in American City & County, Government Technology, Government Computer News, Federal Computer Week, T.H.E. Journal, Washington Technology, Mass Transit Magazine and others provided accurate, positive coverage of Citrix solutions and customers. Byline articles placed in strategically important media outlets also positioned the company and its executives as thought leaders in the field of virtualization and its application to market-specific issues. In addition, reporters and editors began reaching out to Citrix for content, comment and even story ideas.
Boscobel also succeeded in including key customers in media opportunities, earning significant media coverage – including case studies of state and local government agencies as well as law enforcement customers – of successful implementations in a wide variety of areas. Citrix then secured reprints of these customer success stories to create meaningful collateral for customer meetings, prospect calls and trade shows.
Boscobel worked closely with Citrix to develop proactive media pitches that highlighted customer successes and positioned Citrix as the virtualization partner for government, education and health organizations.