Civica: Establishing Civica as a Major UK software success story

CHALLENGE

Civica challenged us to elevate its profile from a leading public sector software provider to make the Civica brand more recognisable as a major UK software success story.

APPROACH

We designed a hard-hitting thought leadership campaign that established Civica as a leading commentator in the wider debates on cloud computing in particular, but also AI, IoT, big data and automation, discussing the ability of these technologies to significantly improve citizen lives every day.

Competing against some of the biggest names in the broader technology sector, as well as its own competitors, we developed a series of creative angles that showcase how Civica’s technology and expertise is leading in its chosen markets. We explored how vital the cloud is to public sector organisations for navigating a post-Brexit world, how the public sector can overcome the fears of AI by showcasing how it is key to transforming citizen services, whilst we also positioned Civica as a principal voice in the calls to the rest of the tech sector on the urgent need to upskill the workforce to meet the demands of citizens today.

This required being first to react to relevant breaking stories, targeting national, business and top tier trade media with exclusive interviews, contributed content and reactive commentary.

IMPACT

We have elevated Civica out of just the public sector space, securing hits in City A.M, The Guardian, The Times and The Financial Times as well as regularly featuring in key trade media, such as Computer Weekly, Information Age, Computer Business Review and Verdict on leading topics around the impact of technologies on the public today.

In the past year, we have secured 177 pieces of coverage (against a target of 120) with 31% of all coverage in leading technology titles specifically talking about the impact of new tech. In addition, since July 2019, Civica has the largest share of voice (SoV) (35%) for the cloud compared to its closest competitors. This is a significant increase since we began the cloud and technology programme – in March 2019, Civica’s SoV ranked fourth amongst its competitors.


117 pieces of coverage  |  31% of coverage in leading technology titles | Largest share of voice (35%) for the cloud compared to competitors

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