Comprehensive content and marketing progam documenting a global data center portfolio.

InBRIEF

An example of Cisco’s innovation is the state-of-the-art, energy-efficient data center it built in 2009 as part of its global data center portfolio. This new facility, constructed outside of Dallas, Texas, was purpose-built to house innovations in information technology, including high-density server and storage technologies – a solution that requires higher power per square foot, resulting in an increase in cooling requirements.

The site, which has received Gold LEED certification, features an array of energy-efficiency techniques such as “fresh-air cooling,” rotary-powered backup systems, and a higher ambient temperature in the data halls. The project was led through a partnership between Cisco’s facilities management and information technology teams, all of whom are highly experienced subject matter experts.

Approach

To communicate this initiative to the marketplace, Cisco enlisted Cyclone to develop a multiyear integrated marketing program to share its thought leadership and best practices. This process entailed the design and management of a three-year program that developed content to help bolster customer engagement and marketing conversations in various industries. Our processes encompassed strategic messaging, multidivision collaboration, creative conceptualization, content development, publishing calendars, and delivery. The program also leveraged online and on-location digital solutions, as well as social media channels, to amplify the content marketing strategy.

The end result is a consistent tool in Cisco’s marketing and sales conversations with new and existing customers that has helped to enhance the company’s reputation as an innovator in building design and construction as well as information technology and data center design.

Among the arsenal of tools that were deployed for Cisco’s data center content marketing campaign were blogs, web sites, presentations, webinars, social media, and in-person briefings. A key piece of this communication strategy was the use of video: Cyclone utilized this visually rich medium – which is a particularly potent tool in content marketing – as a primary asset in the program portfolio.

Cyclone worked with Cisco to develop hours of video, featuring footage of the facility thoughout its design, construction, and deployment. In collaboration with Cisco subject matter experts, our team identified key topics for IT, architecture and design, and filmed in multiple locations.

The video content has been used online, for in-person customer briefings, as a vehicle for public and investor relations, and on-site as part of a physical tour of the facility.