ASPEN TECHNOLOGY INTL PR CASE STUDY

THE BRIEF

Whiteoaks was tasked with developing a PR strategy and driving the implementation of tailored annual PR campaigns in the UK, Germany, Russia and the Middle East. The team works closely with the head of corporate communication in both North America and Europe to coordinate the international PR programme.

THE APPROACH

Whiteoaks provided AspenTech with the combined benefits of working with one lead agency – consistency of planning, brand promotion, messaging and reporting – alongside the knowledge and expertise of having local partner agencies in place on the ground.

The integrated campaign included delivery tactics positioning AspenTech as a thought leader and technology innovator.

Whiteoaks worked with AspenTech’s US team to drive the coordinated launch of its flagship aspenONE product.

A regular stream of visionary opinion articles were created, translated and placed locally, extracting the expertise of AspenTech’s domain experts.

Whiteoaks reacted quickly to the news agenda with comments in response, tailored for use in all EMEA countries.

THE RESULTS

106 opinion articles, 54 feature articles and 15 press briefings across the six regions were achieved. A total of 230 valuable pieces of coverage generated, reaching AspenTech’s target audiences

Coverage was used by AspenTech’s regional sales teams in pitches and presentations to prospects and existing customers. Increased web traffic from multiple online coverage results, supporting an uplift in sales leads as a result.

The main advantage of working with Whiteoaks is that they are our hub agency across the EMEA region.  Whiteoaks and the group of agencies that they manage for us have a very clear understanding of what we’re trying to do in the different regions.

Tony Mays, Director of Public & Analyst Relations at Aspentech