Thought Leadership

  • NEED

    HP understood that the only way to rapidly gain share in the complex and crowded K-12 education market was to provide content that deeply resonated with customers and positioned them as a thought leader. However, with technology rapidly changing and new ones emerging, it remained a challenge for them to keep pace and understand how to most strategically strike.


    After following Dialog’s Radical Clarity Process, it was clear that HP was missing out on opportunities to activate their network of customers and partners. Doing so had the potential to ignite the creation of powerful new content as well as to bring HP to the forefront of the market more than a hardware provider but rather as a thought leader. Utilizing network management principals, Dialog strengthened HP’s ecosystem and focused it around the development of a content platform that was branded as HP InformED.


    HP gained a leadership position within core K-12 Education markets.

    HP sales makers were trained to compete by connecting key K-12 Education issues to technology trends and emerging technologies.

    Campaign results include:

    • Significant lift in unaided brand message awareness indicated in post campaign study
    • Significant lift in consideration of cloud computing solutions after campaign
    • Site engagement improved throughout the campaign
    • Significantly over-delivered on lead goals
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