PAN Communications, an integrated marketing and PR firm for B2B tech and healthcare brands, celebrates its two-year partnership with Citrix, a technology company that enables employees to work from anywhere seamlessly and securely.
The agency has supported the transformation of a brand focused on improving the employee experience through technology innovation that creates a better way to work. With PAN’s expertise in strategic media relations strategy and amplification at a global level, the team activated a campaign that was focused on positioning Citrix as the thought leader on the Future of Work, guiding businesses forward within a hybrid work paradigm.
When the COVID-19 pandemic forced a rapid shift to remote work worldwide, many organizations did not know what technology to invest in, creating an opportunity for Citrix to offer services in a way never done before. Citrix leveraged a strong communications strategy to reposition the brand as an innovation-focused technology company at the frontier of the new “Future of Work.”
With a combined influencer campaign and earned media program that secured top-tier multi-media opportunities, PAN secured 12 broadcast segments and reached 18.8 million people during a 12-month. These efforts contributed to a 102 percent increase in “Future of Work” mentions from the first to second half of 2020, and a 20 percent quarter-over-quarter increase in competitive share of voice related to the remote work conversation.
As Citrix looks to maintain its position as the go-to brand for businesses offering employees a secure and seamless work experience as it scales globally, PAN’s NXT Stage approach will scale alongside the company through new creative campaigns, diligent media relations and innovative influencer engagement. While Citrix’s program evolves with its recent acquisition of Wrike, a leader in SaaS collaborative work management solutions and latest PAN client, the agency will assist in scaling and adapting PR and communications efforts.
