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Citrix - Publication Logo Collage
Citrix - Power IT Down Logo
Citrix - Power IT Down Day Website
Citrix - Washington Technology Byline
Citrix – GSN Magazine Byline
Citrix - GEH GSN Byline

Challenge

Within Citrix Public Sector, the company’s federal government group focused on civilian agencies and the DOD. Citrix needed a PR firm to gain significant, positive media coverage and increase name recognition among federal decision-makers. The new PR firm would also have to work seamlessly with the geographically dispersed Citrix team and other commercial PR firms working with Citrix to maintain a unified public relations effort.

After a meticulous agency review, Citrix selected Boscobel for its federal marketing.

Solution

Boscobel’s solutions included the following:

  • Increasing news coverage and visibility for Citrix in the federal market, with media targets including Government Computer News, Federal Computer Week, Washington Technology, SIGNAL and others.
  • Positioning Citrix as the go-to virtualization expert.
  • Developing thought leadership opportunities for byline articles and media briefings.
  • Helping Citrix develop and execute a green IT-focused event called Power IT Down Day to encourage “green” habits and highlight the green IT aspect of Citrix solutions.

Boscobel leveraged its public sector media contacts and knowledge of the industry to create media opportunities that showcased the client’s expertise. Boscobel scheduled briefings for Citrix SMEs with key editors and reporters and helped Citrix identify and cultivate federal customers who could speak to the media about virtualization and provide input for case studies and white papers.

Boscobel also developed the Citrix Federal Messaging Primer to provide Citrix SMEs with easy access to key messages that dovetailed with corporate messages while addressing relevant issues and trends in the federal market.

By leveraging SMEs as sources for bylines in B2G media, Boscobel positioned Citrix as the authority in key content areas such as desktop virtualization, green IT, cybersecurity and more.

To support the Citrix goal of creating a green IT event in the federal market, Boscobel was hired to launch “Power IT Down Day.” This educational event encouraged individuals in government and industry to turn off their computers, monitors, printers and other devices when leaving work. This simple action could save energy for every government agency.

Boscobel developed the website and all collateral. We also helped Citrix coordinate with industry partners to lead Power IT Down Day and created briefing and interview opportunities with the federal media for print, online and broadcast coverage. An online registration tool tracked the number of individuals committed to participating in Power IT Down Day and helped track success.

Results

Boscobel’s PR program reached 100 percent of the Citrix top-tier media targets in the federal market, exceeding goals for number of articles, quotes and mentions. Articles in Washington Technology, Government Computer News, Federal Computer Week, Federal Times, SIGNAL, Military Information Technology and others provided accurate, positive coverage.

Byline articles strategically placed in key media outlets also positioned Citrix and its SMEs as thought leaders. Most importantly, Citrix reported a dramatic increase in name recognition in sales meetings and business development opportunities.

In addition to tracking media coverage, Boscobel also analyzed federal media coverage of a key Citrix competitor. Citrix consistently outpaced this top competitor in terms of quotes and mentions by nearly 100 percent.

Your ability to recognize an opportunity, capture the knowledge from our experts and deliver thought-provoking articles is exactly what we look to Boscobel to do… You have seamlessly transitioned to become a natural extension of the Citrix team.

Tom Simmons
Area Vice President
Citrix Public Sector