Marketing Challenge

High Performance Computing Wales (HPC Wales) was a £44million five-year project (2010–2015) that provided academic and commercial organisations based in Wales with a world class facility in High Performance Computing. In partnership with the Universities in Wales, Welsh Government and technology partners (Fujitsu, Microsoft, Intel, NAG and EXSEDE) the project provided supercomputing capacity at a scale not attempted anywhere else in the UK or Europe before.

Whilst the project offered access to the most advanced computing technology in the world, for many organisations in Wales, the technology and it’s application was unfamiliar and intimidating. Due to the short term nature of the funding, there was also a very limited window of time to deliver on ambitious project targets.

Marketing Method

Whilst employed with HPC Wales, GYRRU’s founder, James, was part of a marketing team that was charged with delivering on a marketing strategy to raise awareness around how supercomputing technology could be applied to typical business and research challenges, to generate an interest in using the supercomputing platform, and to work with an outreach team to help convert interest into active platform users.

By delivering an integrated marketing strategy that included technology launches, outreach events, VIP visits, press coverage, social media, telemarketing campaigns and the distribution of traditional marketing materials (via posters, flyers, videos, animations, newsletters, webpages …) the team were able to reach and engage with new audiences across Wales.

BBC Business Editor Brian Meechan visiting for a national News piece

Sector specific campaigns were developed and the technology and software ‘packaged up’ into an offer that was relevant and understandable to new audiences. The team then collaborated with technology partners, funders, HEIs and other University based research projects to deliver dual marketing campaigns that maximised campaign reach.

Marketing Results

Promoting the simplified product packages alongside access to a new Skills Academy helped change misconceptions around the technology and break through traditional barriers to market entry (including restrictions around time, budget and in-house expertise for SMEs).

The integrated nature of the marketing strategy meant audiences heard about the project via multiple channels helping to generate interest over time. Showcasing successful case studies and providing costings to engaged audiences highlighted the value of the service which was being provided at no-cost (fully funded through the Welsh European Funding Office) and helped convert interested audiences into users on the system.

The project assisted 247 Enterprises and led to the creation of 537 products, processes and services, and 170 new jobs. It delivered 198 workshops to 1,622 participants (382 of which entered further learning and 459 of which gained Level 4+ qualifications).

The project received follow on funding from the Welsh European Funding Office to continue operations as part of the new project Supercomputing Wales.