Project Description
Global Kinetic: Raising brand awareness
Background
Global Kinetic is a premium software development house that reliably builds innovative, high-quality solutions for enterprises with complex software problems. Its founding members built the Southern Hemisphere’s first digital bank, Twenty20, back in 2001.
Deeply skilled technical know-how and delivery are vital to enterprises in mission-critical environments. But equally so are well-managed, agile teams that can deliver new products and features on time and within budget – which is even rarer.
Challenge
Since its foundation in 2005, Global Kinetic has mostly grown through word-of-mouth. But as the business grows and scales internationally, it needs wider awareness. Semaphore was engaged to help raise its visibility.
Approach
PR used media relations and content marketing to raise awareness, differentiate the business, build trust, position it as a premium partner, and an employer of choice.
This included thought leadership, interviews, blogs, speaker slots and awards, native advertising, and an ebook.
In particular, PR found ways to tell stories about the business impact of software development, which elevated the narrative to Tier 1 business media with coverage in: Fast Company/ IOL, CIO Africa, Business Insider Africa, BusinessLive, Business Report, MoneyWeb, Personal Finance, Leadership, Payments Afrika, TechCentral, ITWeb & Brainstorm and more.
Results
From the first to the second year of PR, the monetary value of coverage increased three-fold.
The company’s CEO and CIO are also increasingly recognised as thought leaders with invitations to weigh in on stories, speak at events, and be part of roundtables.
