Maintaining leadership when the rules change

Founded in 1965 with a new approach to cooling mainframe computers, Liebert, now a division of Emerson Network Power, grew with the IT industry to become the world leader in mission-critical power and cooling technology. Over the past decade, this market leader faced more than just another change driven by technology. It faced a fundamental shift in the market as IT managers were playing a greater role in the purchasing process, displacing facility managers who had traditionally been the primary decision-makers. It was a seismic shift which favored competitors with a history of marketing to IT.

Liebert turned to Fahlgren, first as its public relations partner of record and then expanding the relationship to include advertising and marketing communications. The ongoing integrated communications program focuses on maintaining Liebert’s leadership position among its traditional audience, while building awareness and preference among IT decision makers through media relations, industry events, analysts relations, white papers and case studies, and online marketing and search engine optimization.