Reinforcing market leadership through thought leadership PR

Milestone Systems is the leading video management software (VMS) provider globally, acquired by Canon Europe in 2014, and has led the VMS market consistently since its inception in 1992.

Today Milestone operates internationally, selling its offerings through more than 9,000 channel partners who work with 500 distributors in over 150 countries. The software supports more than 5,000 devices from over 130 camera manufacturers and works with the ONVIF specifications that enable hundreds more devices to operate with Milestone VMS.

Milestone Systems has the challenge of projecting itself in the media as the long-standing market leader it has been for some time, while remaining highly inclusive and encouraging of its growing partner-base that puts together increasingly complex, multi-faceted video-enabled, driven by Milestone software.

Powerful case studies and thought leadership content

Agility PR was the PR agency partner for Milestone in the UK and Ireland for more than six years. During this time our core work was to provide case study content: customer win press releases, full-length case studies, double page success stories for marketing collateral usage, and video case studies.

Our brief extended to optimising coverage for this content in relevant vertical sector and professional security trade media.

We delivered and promoted a total of 23 powerfully-written case studies (an average of 1 per quarter), most of which are still in use on Milestone’s website today.

Following an increased focus on thought leadership, Milestone’s new head of PR EMEA, Jos Svendsen, extended our brief into building thought leadership content. So from mid-2014 to the end of 2015, we wrote and promoted (to the UK and Ireland media) a series of 13 technical, issues and vertical sector-specific thought leadership articles – an average in excess of six per year.

Media relations support

Agility PR also provided media relations support for Milestone at the key industry event of the year – IFSEC. At this event we fixed more than 15 media briefings over the three-day show, ensuring journalists attending these briefings received all the content they need to put together positive news stories, even formulating article synopses, some of which were commissioned during these briefings.

Technology PR