Having conducted a company-wide rebrand in 2017, and only two weeks out from the launch of its new Canberra IT Commissioning Centre (ITCC), Australian IT lifecycle services company Greenbox approached us needing to:

• Highlight its highly-secure ICT asset lifecycle management services;
• Generate publicity for its business expansion; and
• Promote its relationships with Federal Government and Defence agencies.

With a short timeline to execute on these goals, we developed an ambitious three-pronged strategy to reach the media, existing stakeholders, prospective clients, and the general public (due to the proliferated interest in technology and data security by everyday Australians). Our approach involved:

• A news release targeted at key media across various verticals in TV, radio, print, and online;
• Inviting media to the launch event, including various TV news crews and prominent journalists from the Canberra Press Gallery and beyond; and
• Liaising with the office of the Minister for Defence, Christopher Pyne MP, to ensure Greenbox’s differentiators were delivered through the Minister’s external communications.

Through these tactics, Greenbox saw results which exceeded its initial expectations, with widespread coverage across all target channels and amplified through social media, reinforcing the company’s position within the Australian economy, and earning it the label of “the workforce behind the Defence Force” from Pyne.