VMware: The higher education cyber threat
To support a key sales focus on the higher education sector, technology giant VMware needed to raise awareness of its solutions, specifically its security offering, with higher education institutions.
With cyber security dominating the media landscape, we needed to find a new way of telling the cyber threat story. Attacks on critical university intellectual property (IP) and student data are on the rise but the threat to higher education institutions hasn’t been well documented. We commissioned research, questioning 75 IT decision makers in higher education institutions, to get a better understanding of the issue. The research results were used to support VMware’s wider marketing campaign, of which the year’s most important education technology event, UCISA, was at the heart of. The results also formed the basis of a story for leading regional, business, education and technology press, which was pre-pitched to key national media ahead of the official launch.
The campaign generated several millions in pipeline sales. It resulted in five pieces of dedicated national coverage published in the print and online editions of The Telegraph and The Times, with further coverage in key IT and vertical publications. The findings were also included in the main address and keynote of the UCISA conference.