Client

CDW Government LLC (CDW-G)

Situation

Although CDW-G, a leading source of technology products and services, owned a significant size of its target markets (government, education, healthcare), its share of voice and visibility in the media lagged behind that of its competitors

Challenges

• Perception as vendor of PCs and related peripherals – but not solutions – limited the company's stature in the media
• Perception among CDW-G sales team that public relations is ineffective
• Reactive, minimalist approach to media relations

Solution

Revive CDW-G's public relations program and develop innovative, proactive Disruptive Programs to increase share of voice in line with its significant share of market

Results

• Annual media coverage increase of 50 percent within first 90 days of program implementation
• Clip count jump from 137 to 334 (year-over-year, 2004-2005)
• According to Delahaye figures, public relations reach jumped from 13.1 million to 59.2 million
• Drastic improvement of regional coverage, peppering major markets across the US
• Media placements in major broadcast and print formats