Client

Merlin and Computer Associates (CA)

Situation

Merlin sought to develop and execute a first-time event to educate Federal IT attendees about the challenges and opportunities involved in cloud computing and virtualization in the Federal government. The objective was to position Merlin as an innovative expert, armed with a new CA solution, to help agencies streamline the transition to cloud computing.

Challenges

Merlin and CA sought to harness the following market dynamics as they planned their cloud computing event:

• Increased emphasis on Federal government fiscal responsibility, accountability, and transparency
• The Administration's push toward cloud computing and virtualization as the answer to IT budget and resource woes
• Market confusion about the potential, realities, and impact of cloud computing and virtualization in the Federal government

Solution

• Merlin worked with MeriTalk and O'Keeffe & Company to launch an integrated marketing campaign – including e-mail blasts, a landing page, and industry calendar listings – to drive interest. All campaign elements mapped back to the event, "Navigate Your Way through the Cloud" Executive Breakfast, and helped drive registration.
• MeriTalk took a three-pronged approach to develop and execute the event:
  • Email Blasts
    • Four pre-event e-mail blasts
    • Approximately 50,000 recipients per blast, including potential attendees among Federal Civilian agencies, the Department of Defense, and select systems integrators
  • Industry Calendar Listings
    • Federal Computer Week
    • Government Computer News
    • Washington Technology
    • Federal Times
    • GovLoop
    • Washington Times
  • Landing Page Traffic
    • 849 total visits
    • 491 unique visitors
    • 2,357 page views

Results

• Secured 139 pre-registrants
• Secured 100 attendees
• Generated article in Government Computer News titled, "New Metrics Needed for Cloud Computing," which covered the breakfast event, providing highlights of the government panelists' discussion and a link to the event landing page to further drive awareness of Merlin and CA
• Effectively positioned Merlin and CA as thought leaders – attendees rated the event a four and a half on a scale of one to five