vXchnge

Victory for Customer-Centric Colocation Provider

Services:

A strategic media campaign to enhance brand awareness and elevate credibility

The visibility challenge: vXchnge, a colocation data center operator, was founded in 2013 to reinvent colocation services from the ground up, providing users greater transparency and accountability.

Despite earning its place as the most award-winning carrier-neutral colocation data center operator in the United States, vXchnge was not attracting and converting significant web traffic. The company was eager to build on its momentum of earned accolades by increasing brand awareness through earned press coverage and social media engagement. The company aimed to position its subject matter experts (SMEs) as thought leaders to elevate topical authority for the company and its experts as trusted partners among C-suite executives and IT decision-makers in targeted industries. The overall goal was to increase vXchnge’s visibility and credibility nationally and in the local markets where vXchnge data centers were located.

BNO was called in to ensure vXchnge entered the right conversations, at the right time, in the right outlets to reach the right audiences.

Elevating expertise:

Our PR team kicked off the effort with a discovery period to take the pulse of the industry, identify target personas and the right experts to reach each audience, and conduct interviews with key leadership to gain insights on existing market perceptions surrounding vXchnge. Once the prework was complete and a clear understanding regarding the nuances of the industry was developed, our team developed and implemented a campaign to showcase vXchnge’s reputation as a multi-tenant data center committed to protecting customers’ brands and providing high-touch customer service.

Following messaging development and alignment, our PR team pursued media opportunities to establish thoughtleadership, speaking engagements, events, and additional awards.

Results that resonate:

Within a single year, our PR team secured more than 35 placements with key, targeted media, reaching a total potential audience of over 48 million. Our team developed, wrote, and placed regular contributions in targeted trade media within the technology vertical, including Data Center Knowledge, Solutions Review, CIO Review, CRN, and Toolbox, maintaining a steady stream of coverage, amplifying vXchnge’s reputation as experts in data center infrastructure and data security, and as a necessary partner for businesses seeking a dependable data center provider.

POSTSCRIPT: With its reputation and visibility at an all-time high, vXchnge was attractive for acquisition and the company ultimately sold each of its 11 data centers—marking a strong close to its operations and a testament to its market value and brand strength.