Telstra Wireless Warriors

Objectives

Telstra Enterprise and Government (TG&B) identified wireless data as a critical growth area for its division. TB&G wished to contribute to the growth of this area by promoting Telstra’s innovation in developing wireless data solutions that improve productivity, competitiveness, customer relations and ultimately the bottom line.

The communications objectives of a campaign were to: Reinforce Telstra’s brand as an innovative company and differentiate the organisation’s solutions from its competitors; Positively position Telstra as the most innovative telecommunications company servicing the business and government sector; Demonstrate how Telstra’s wireless solution can improve the day to day productivity for Australian business and government; and, Highlight not only our product and solution leadership but also our thought leadership through the production of a White Paper.

Strategy

A multi-layered program was organised to promote Telstra’s leadership in wireless data. The first stage of the program involved the publication of a survey of major IT decision makers within business and government organisations that measured current demand, expected future take-up levels, and barriers to entry of wireless data products by business and government users. It also measured productivity gains, cost-reductions and time savings experienced by users.

Stage two involved the development of a White Paper which included the survey results, case studies of customers’ using Telstra’s wireless data solutions and important advice for customers wishing to adopt data solutions within their organisations.

The White Paper was officially launched at a major industry roundtable function which debated the future of wireless data in Australia. The 10 member panel included a senior Telstra executive, Telstra customers and vendors as well as industry analysts and academics.

A major video production was also prepared. Follow up activity included the ongoing promotion of case studies in the media and the identification of speech opportunities for Telstra executives

Results

Significant media coverage was achieved thanks to the survey and the industry roundtable, particularly in the publications read by ICT decision makers that influence Telstra’s business such as the AFR and The Australian IT pages.

The case study program is now an ongoing part of Telstra’s public relations activities, while the business and government sales force has been provided with invaluable tools to promote Telstra’s wireless data capability during customer pitches.

The program was commended at Telstra’s CEO Leadership forum as an example of PR adding value to business activities.