Client Results: Microsoft
Overview
Microsoft has delivered information technology to support the mission of the US government since 1983. In many ways this represented the company’s first vertical business. From the Department of Defense, to Homeland Security, to Justice and civilian agencies, Microsoft technology and domain expertise help government solve some of the country’s most pressing issues.
Challenge
Despite its rich history with one of the company’s largest customers, Microsoft has often found it difficult to gain recognition beyond its core desktop technology. In 2003, Merritt Group was hired to deepen Microsoft’s reputation as a major government IT solutions provider, versus solely a product company, while showcasing the company’s deep understanding of and commitment to government at the federal, state, and local levels.
Strategy and campaign
Given Microsoft’s considerable brand equity in the commercial arena, Merritt Group is charged specifically with enhancing the company’s image and perception among government customers and systems integrators as an integral partner in everything from anti-terrorism efforts to FISMA, FDCC, and other critical government-wide mandates.
Over the years, Merritt has increased Microsoft’s visibility as a thought leader in news coverage on key issues and trends beyond product stories. One of the largest hurdles was to prioritize and focus the many stories Microsoft has to tell. This effort spans not only technology products and solutions, but also includes executive thought leadership, corporate citizenship, and government successes.
Merritt also customizes global issues around standards, security, and accessibility, to name but a few; and helps Microsoft tailor announcements for government publications as well as larger company-wide initiatives.
Results
With a strong customer program in place, Merritt Group has secured numerous feature articles that demonstrate and validate Microsoft’s extensive reach across government and solutions-based approach.
On a grassroots level, Merritt has also assisted with generating awareness for Microsoft’s state and local government solutions through regional media outreach and events.
In addition, through educational briefings and proactive interview opportunities, Merritt has helped to measurably increase broader understanding of Microsoft’s positions on issues that inherently affect the company and demonstrate the value of its software and support to US taxpayers.