GRANICUS UK

Building profile through thought leadership for public sector tech leader, Granicus UK

White paper campaign drives thought leadership

3,000

-word white paper crafted

media placements in tech and public sector titles

million audience reach

attendees to webinar series

“Working with the team at AMBITIOUS we have been able to increase brand awareness and external voice of Granicus across different media. The team was instrumental in activating our whitepaper research and securing coverage with our target public sector media, not to mention crafting valuable thought leadership and elevating the profiles of our senior leaders.”

Holly Mitchell
Marketing Manager at Granicus UK

GET IN TOUCH

Built high impact thought leadership campaign to drive engagement and strengthening Granicus as global leader in technology services for the public sector.

INSIGHT

Granicus is the global leader in customer engagement and experience technology services for the public sector. With a range of comprehensive cloud-based solutions, Granicus empowers government with digital solutions to boost community engagement and enhance citizen satisfaction.

Granicus sought expertise from AMBITIOUS to build its profile and develop a leadership position as a trusted partner to the UK public sector.

As a US business, with the current reputation tied primarily to product, the brief was to help Granicus demonstrate its expertise on the bigger issues in the UK market. We needed to shift perception from product provider to strategic partner.

IDEAS

Our strategy with Granicus was to take a campaign approach. This would give us a platform to build leadership profile and bring to life the value proposition for public sector organisations.

Our first campaign focused on a piece of research and subsequent report focusing on digital transformation across local and central government and others key sectors such as the NHS.

Working with a third-party research house, AMBITIOUS supported the design and delivery of a survey for over 600 public sector workers to seek their views on the challenges and opportunities for digital transformation across the sector.

Based on an analysis of the survey, AMBITIOUS pulled out a series of insights to create a 3,000-word white paper – ‘Next-Generation Public Services: Bringing Everyone on the Digital Transformation Journey’ – on how digital transformation will shape the future of public services.

In terms of strategy, AMBITIOUS packaged up the key insight and created a launch press release focusing on the findings. To bring the narrative to life, we interviewed Granicus’ UK Managing Director, Ian Roberts, to discuss the findings and gather additional insight on how this could guide new and prospective customers.

We then created bespoke pitches to target key media and issued the news under embargo to generate interest and gain momentum ahead of launch day. To sustain the impact of the first launch press release, we followed a sector-led approach by creating further announcements to support the specific individual stories, such as the emergence and importance of artificial intelligence and the impact of digital literacy across the public sector. We also pitched Ian Roberts for interview and podcast opportunities to discuss the findings, as well as creating a wider thought leadership article summarising the key themes from the report, which was picked up by leading public sector titles, Local Gov News and Info Tec News.

IMPACT

Since launching, the report has generated x30 pieces of earned media coverage, appearing in leading tech and public sector titles UK Tech News, IT Brief, THINK Digital Partners and Local Gov News. Key insights from the report were also quoted extensively in a feature by national publication City AM exploring the topic of cloud infrastructure spending in the public sector. Intelligence from the report has fuelled the creation of content for blog and owned channels and insights shared at upcoming customer events. AMBITIOUS also hosted a webinar based on the research and interviewed Ian Roberts to discuss key analysis from the public sector, which was attended by 70 attendees on the day.

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