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Case Study: Microsoft Public Sector Shifting Perceptions of a Market Leader


Historically known as a desktop software provider, Microsoft’s Public Sector business faced a significant perception challenge as government agencies began evaluating and embracing cloud computing technology. Emerging players like Google and Amazon threatened the company’s core productivity business, and Microsoft needed to establish a unique market voice to move from “product provider” to “solutions provider” across state, local and federal government markets.


Merritt Group helped Microsoft develop and communicate an updated message for cloud computing in the public sector. We placed this narrative across influential government, technology and business press — and amplified the message through an aggressive content strategy across blogs, social media and digital advertising. The campaign helped Microsoft overcome perception challenges and paved the way for high-profile cloud computing contract wins across every level of government — including the U.S. Department of Agriculture, the Environmental Protection Agency, the Federal Aviation Administration, the City and County of San Francisco, the City of Chicago and the New York Police Department.