Directed at CIOs, the campaign is designed to reach the right people with the right message about the enduring benefits of the IBM i platform.
iManifest EMEA has announced plans for an autumn marketing campaign that aims to promote IBM i as a world-class platform for the modern enterprise.
The campaign is a bold move forward for the group and aims to target key decision makers, according to organizers. “Following our final webinar in August 2011, we took a sabbatical to research the market and collate ideas, our aim was to use our resources wisely, so we honed in on the key demographics originally identified by Dr. [Frank] Soltis” explained Andrew Nicholson, iManifest EMEAs marketing coordinator. “We developed a marketing campaign that should not only hit the right people but deliver the right message,” Nicholson said.
If you’ve been following the iManifest EMEA for the past 18 months, you will recognize the left-field approach. The world class campaign is targeting a segment of the CIO demographic. Messaging is crisp and punchy and espouses the benefits of IBM i without being overtly IBM, according to Nicholson.
“We took care to develop a message that was pertinent to the needs of the CIO,” explained Richard Field, EMEA technical director. “Our research identified the key ‘pragmatic needs’ of the modern CIO. We’ve developed a compelling message and we’re delighted to share this with the IBM i community.”
The campaign is due to go live during September 2012 with the main delivery model being through advertising within prominent digital media. The three part advertisements will run over three weeks and enjoy a narrative that climaxes with a final advertisement that brings together the key messages of the first two.
Said Ray Titcombe: “These are exciting times for iManifest EMEA. When the iManifest movement was created and launched in Japan in 2009, the positive impact was spectacular and rewarding for all involved. Here within the EMEA region we are now poised to emulate this success.”
Evidence of the excitement, direction, and fresh ideas can be found within the 30-page ‘executive summary’. The document and compelling content demonstrate that the group means business, say organizers.
You can download the 33-page executive summary document here: http://ibm-cua.org.uk/imanifest.htm.
Funding for the campaign will largely be borne by those who originally pledged during the group's formative year between 2009–2010, but the group is still looking to actively recruit new pledges.
As part of the launch, iManifest EMEA is reaching out to the community to become involved and help finalize the advertisement statements. To this end, a webinar has been organized to introduce the IBM i community to the campaign, answer questions, and take ideas. Readers may join the official campaign launch broadcast at 3:00 p.m. UK Time (9:00 a.m. U.S. Central Time) Wednesday, July 18. You can register for the event here: https://www1.gotomeeting.com/register/172841209