"For an IT consultant like Softlab, the brand is a key cornerstone of business success. PR is both a necessary and an optional element. It therefore plays a strategic role in our marketing mix. Maisberger, our partner since 2001, perfectly combines brand and market expertise with creative ideas and reliable implementation."

Thomas Siegner, Head of Marketing Softlab GmbH

Softlab GmbH: IT premium service

Companies require IT to make a clear, measurable contribution to added value. Softlab therefore focuses on the complete process chain, from the supplier's suppliers to the customer's customers. The service portfolio covers the classic IT services of consultancy – implementation – operation. Softlab specialises in Customer Relationship Management (CRM), Supply Chain Management (SCM), Business Intelligence (BI), Enterprise Application Integration (EAI) and IT services. The industry focus is on banks, insurers, industry and telecommunications. For over ten years, Softlab has been part of the BMW Group. The Softlab Group comprises three independent companies: Softlab GmbH, the project house with longstanding experience, Nexolab GmbH, the consulting company with automotive expertise and axentiv AG, the SAP consultancy that Softlab took over in 2004. With a workforce of some 1,200, the Softlab Group achieved sales of Euro 160 million in 2003.

Objectives and challenges

IT services is a people business where the expertise of employees and managers needs to be at the forefront. In the initial stage, Softlab was to be positioned as a pure IT service provider with many years' experience. In the second stage, Softlab was to be presented as a premium-service IT company, expert body and key opinion leader. Extending the Softlab community is a declared objective.

Measures and action

Strategic PR consultancy and development of an integrated communication concept

Accompanying PR measures to support the branding strategy
Expand the communication mix through new formats
Identify and comment on trends and technologies
Tap into new target groups

Results

Softlab has raised its profile, improved its relations with business media, IT business media and trade media and established itself as an expert contact partner and commentator on current trends. As an IT service provider it is hardly associated with the former product business any more.

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