Inmarsat is the leading provider of global mobile satellite communications services. Since 1979, Inmarsat has been providing reliable voice and high-speed data communications to governments, enterprises and other organisations, with a range of services that can be used on land, at sea or in the air.
The Inmarsat Enterprise Business Unit is focused on the provision of satellite connectivity and Internet of Things solutions for land-based businesses, Inmarsat Enterprise operates globally across a diverse set of sectors including agriculture, aid and NGO, energy, media, mining and transport.
The Internet of Things has become one of the most exciting business technologies of recent years, with companies of all shapes and sizes looking to capitalise on the significant potential of IoT to improve efficiency, develop new revenue streams and reduce their environmental impact.
Inmarsat Enterprise sought to reposition itself in the market, and raise its profile as an enabler of, and expert in, the Fourth Industrial Revolution and the Internet of Things (IoT). In particular, it wanted to increase its market awareness amongst four key industry verticals – Agriculture, Energy, Mining and Transport – and reach IT and business decision-makers from these verticals the world over.
In January 2017, it enlisted Spreckley’s help to devise an integrated, market research-based campaign, which consisted of proactive media relations activity, through creating a microsite to act as a hub for the research, developing an intelligence paper to outline the key conclusions, and promoting the microsite and research through a LinkedIn Pay-Per-Click campaign and organic social media.
Our objectives were:
- To increase Share of Voice on IoT against 8 competitors from 20% in 2016 to 30% in 2017
- Coverage: 10 pieces per vertical x4 and 50 pieces per technology/general (90 overall) from a closely defined list of Inmarsat’s Tier 1 targets
- Global coverage: secure coverage in key markets in South America, North America, Australasia, Asia, and Africa
- Drive traffic to the microsite through social activity and link backs to microsite in articles