Taking the Federal Government to the Cloud
Historically known as a desktop software provider, Microsoft faced a significant perception challenge as government agencies began evaluating and embracing cloud computing technology in accordance with the federal “Cloud First” mandate.
To reposition the company within this rapidly evolving landscape, Merritt helped Microsoft develop and communicate an updated vision for cloud computing in the public sector – one that reinforced that the company was “all in” on the cloud. The updated narrative was landed across influential government, technology, and business media outlets through the right mix of thought-leadership content and customer success stories. It was then amplified through an aggressive content marketing strategy that leveraged blog content, Twitter, Facebook, and LinkedIn strategies to reach government decision-makers.
The campaign helped Microsoft overcome initial perception challenges and paved the way for high profile cloud contract wins with the U.S. Department of Agriculture (USDA), the Environmental Protection Agency (EPA), the Federal Aviation Administration (FAA), the City of San Francisco, and the City of Chicago, among others. Over 20 million media impressions and nearly 500,000 blog post views helped to establish Microsoft not only as a player in the government cloud market, but as a trusted leader in the industry.