Velocity Smart Technology

The Brief

Velocity Smart Technology is a Smart Locker provider that has designed the world's first ServiceNow fully integrated Smart Locker and Smart Vending solution. 

Velocity Smart Lockers and Smart Vending machines are designed from the ground up to deliver the most effective solution for Enterprise IT that integrates seamlessly to existing services, which is why the technology has been built on the ServiceNow platform. 

Velocity Smart Technology revolutionises the way businesses manage IT assets, focusing on driving productivity, saving time and money. 

Velocity approached ITPR looking for support to create a strategic, thought-leadership PR programme to get the brand recognised in key technology titles and explain its unique offering.

 

Our Campaign

The campaign was focussed on building brand awareness through a strong media engagement strategy. Velocity Smart Technology was in need of a strategic PR partner that could position its spokesperson as a recognised thought leader and support them in creating engaging messaging and stories in a very technical market.

Using our knowledge and experience in crafting effective news-based campaigns, we created a 12-month PR strategy centred around the communications objective of generating distinctive content that directly targeted relevant news topics related to the future of work. 

The campaign approach was twofold: firstly, to heighten awareness of the significant challenges facing businesses struggling to keep pace with the evolving workforce and the new demands employees placed on IT support departments.  Secondly, we aimed to shed light on how IT leaders (CIOs, CTOs, IT Directors) could navigate these challenges effectively by using Velocity Smart Technology’s product offering to reduce the time taken to resolve IT problems, encourage self-servicing, improve SLAs and make IT departments more efficient. 

To achieve this we created and managed a Market Research project that investigated the changing behaviours of a flexible workforce - specifically how business leaders can support more diverse and asynchronous working practices in order to keep pace with competition and retain employees.

When developing this market research project, we collaborated closely with the Velocity Smart Technology team to gain clear insights into their core product offering, their intended narrative, along with their wider marketing and business goals.

This depth of understanding enabled our team to craft a piece of research that not only aligned with the interests of target media outlets and their readership, but also resonated with the essential buyer personas as a key part of Velocity Smart Technology’s broader marketing strategy.

 

Our Results

Taking results from our market research report, we created unique content to pitch to specific media outlets. The content items included the market research report, multiple press releases, opinion articles, blogs (both for the media and the website), and regular reactive media comments.

This approach allowed us to build a strong media presence for Velocity Smart Technology’s CEO, positioning him as an expert in the realms of evolving workplace technology and business best practice. His position was heightened by featured comments in target media publications using rapid response media comments that tapped into current news stories.

Delivering distinctive, thought-provoking insights supported by the market research allowed us to secure media coverage in national publications like The Daily Express, Metro, and Forbes, as well as in targeted vertical trade media within HR, business and technology.

Enhancing Velocity’s visibility in both national and industry-specific B2B media channels enabled us to secure a substantial share of voice within our targeted sectors while actively influencing the news agenda around the future of workplace IT support.

• National media coverage in the likes of The Daily Express, Metro, City A.M. and Forbes 
• 50 total items of coverage
• 54% of coverage from market research report
• 44% of coverage generated a backlink to the client's website
• Recognised within Top 3 fastest growing companies in the UK by London Daily News