Case Studies
TechTeam Global
International PR for a dynamic organization
Situation
A publicly traded company headquartered in Southfield, Michigan, TechTeam Global is a leading provider of IT outsourcing and business process outsourcing services to large and medium-sized businesses. It has nearly 3,000 employees around the world and provides IT support in 16 countries and 32 languages.
TechTeam needed support from a public relations firm that was as flexible, agile and dedicated as it was to its own customers. The company’s senior leadership looked for help executing a global marketing strategy that could provide equal exposure to its team inside and outside the continental United States, work successfully with its European marketing team, and build momentum for its growing business units around the world.
Objectives
- Establish TechTeam as a thought leader in the IT outsourcing, business process outsourcing and life sciences industries.
- Introduce TechTeam experts to market analysts.
- Create a steady stream of news and information from TechTeam’s headquarters to show growth and momentum.
- Maximize TechTeam’s trade show and conference presence by arranging meetings with international industry reporters.
Tactics
Acting as an extension of the TechTeam corporate marketing department, Boscobel began handling all North American press releases, including its quarterly earnings announcements — making sure to follow NASDAQ public disclosure requirements. Boscobel also provided international trade show PR support at several major industry conferences, arranging briefings with reporters and analysts at a variety of events.
Boscobel supported TechTeam’s expansion in the life sciences industry with a multifaceted approach to PR. After announcing the establishment of a new division, senior leadership, and expansion, Boscobel also announced a groundbreaking new study of electronic data capture in eClinical trials, sponsored by TechTeam, to the European market. The announcement was supported by arranging interviews, writing and distributing press releases, and developing articles bylined by TechTeam subject matter experts.
In conjunction with an ongoing media relations push, Boscobel mounted an intensive analyst outreach campaign targeting groups such as Gartner, Forrester, IDC Commerce, PricewaterhouseCoopers, TPI and others.
Results
Boscobel’s ability to work seamlessly with TechTeam Global’s marketing team in North America and Europe proved to be important to the company’s overall growth strategy and helped to establish the company as a market leader in multiple industries.
Its experts were interviewed around the world, and the company garnered multiple pieces of key editorial coverage in business and trade publications. Its Life Sciences division also expanded significantly, growing from a Center of Excellence to a fullfledged business unit in less than a year.
In addition, TechTeam Global moved up from Challenger to Visionary in the Gartner Magic Quadrant that rates vendors on completeness of vision and ability to execute in their target market.