When INK and Datapipe first engaged, Datapipe was an industry analyst-recognized leader with almost no brand awareness. INK got to work rolling out the good stuff. Through the years, we have implemented a brand and communications strategy that leverages market leadership, analyst recognitions, and strong positions on relevant issues to make Datapipe top-of-mind with the folks that matter. We also amplified Datapipe’s expertise and unique perspectives on market-specific subjects by featuring thoughtful, innovative pieces on their blog and social media channels. With our in-depth understanding of the business and the industry, INK brought new ideas to the table that increased Datapipe’s brand value and exposed it as a market leader in the cloud space. These strategies drove awareness and excitement around Datapipe and ultimately culminated in Datapipe’s acquisition by Rackspace in 2017 to become the largest managed hosting service.
BRAND STRATEGY | RESEARCH | DESIGN | PR | SOCIAL
Datapipe has maintained a professional image at a time when many managed service providers and cloud companies are opting to trade in the conventional for the offbeat. However, with a friendly and approachable voice, Datapipe is far from stuffy. INK worked with Datapipe on a rebrand that walked the line between a professional image and an approachable voice.
INK manages, edits, and largely authors the content posted to the Datapipe blog. Visit the blog to read about the trends, news, and developments that are shaping the cloud industry. Under our management, blog readership has grown a rocking 97.45%.
One of Datapipe’s key differentiators is the company’s global presence. INK worked with Datapipe to create a graphic that represents every global city in which the company has a presence. This graphic has served as a centerpiece at tradeshows, in presentations, and in sales and marketing materials. It never fails to get a conversation started about Datapipe’s global reach.
As an analyst-recognized industry leader, Datapipe’s industry experts have a thing or two to share. Our media relations program gives them a platform to showcase their knowledge and expertise.
To expand Datapipe’s reach and impact, we implemented a multifaceted plan that incorporated an effective media and marketing strategy, along with updated content and design materials. INK’s efforts to revive the Datapipe blog led to an 97.45% percent growth in readership over the course of 7 months, and was one of Cloud Implementation’s Top Cloud Computing Blogs of 2017. Forrester and Gartner recognized Datapipe as an industry leader in North America, Europe, APAC, and worldwide in various categories of each of their 2017 reports. Datapipe has received multiple awards in 2017 including two Stevie American Business Awards, two Asia-Pacific Stevie Awards, and was included in the 2017 Tech Elite 250 List by CRN®. Lastly, strengthening Datapipe’s media relations has led to increased coverage in local, trade, and national publications, including Fortune, CRN, Network World, and Silicon Angle.