When we first looked at Unisys Corporation, one thing became clear: this global IT giant had the tech — but not the market perception to match it.
As part of our Spring 2025 Capstone project at Yeshiva University, my teammate Mrinal and I were tasked with solving a real-world marketing challenge. We chose to reposition Unisys for the mid-market enterprise segment — companies that are rapidly embracing cloud, AI, and cybersecurity but may overlook Unisys due to its outdated image.
The Marketing Problem
Despite its strong technical capabilities — including Zero Trust security, AI automation, and scalable cloud services — Unisys continues to be perceived as a legacy IT provider primarily serving government clients. This perception gap limits its reach to modern, mid-sized businesses looking for agile transformation partners.
Our job? Bridge that gap with a bulletproof marketing strategy.
Our Three-Pillar Solution Framework
To reposition Unisys as a secure and innovative leader, we built a three-pronged strategy:
1. Brand Identity Refresh
We recommended repositioning Unisys as an AI-first, cybersecurity-led transformation partner with a focus on storytelling. We analyzed Google Trends to compare Unisys with its competitor EPAM — revealing a striking visibility gap in search interest and brand recall.
Backed by: [Appendix A – Google Trends Data]
2. Digital Visibility Strategy
Using SimilarWeb data, we uncovered that EPAM receives ~6.1M site visits vs. Unisys’ 771K. We proposed a complete overhaul of Unisys.com with SEO optimization, LinkedIn ad campaigns, and a new blog + explainer video series tailored to CIOs at mid-sized firms.
Backed by: [Appendix B – Website Traffic & SEO]
3. Client Engagement Tactics
Trust-building is key in B2B. We introduced engagement tools like self-assessment quizzes, webinars, and gated success stories. Comparing LinkedIn engagement, EPAM consistently outperformed Unisys — underscoring the need for more interactive, emotionally resonant content.
Backed by: [Appendix C – LinkedIn Post Metrics]
KPIs and Budget
We built a SMART KPI framework to track progress, including:
- +25% increase in LinkedIn impressions
- 1,500+ monthly ad clicks
- 50+ maturity tool completions/month
All this was scoped within a $50,000 launch budget, broken down across LinkedIn ads, content production, webinars, and tool development.
See: Appendix D – Budget Benchmarks
Influencer & Partnership Strategy
To strengthen credibility in the mid-market space, we researched potential partnerships and influencers, including:
- Cloud Security Alliance
- Daniel Newman (Futurum Research)
- Tamara McCleary (Thulium)
These names offer access to Unisys’ ideal buyer personas — CIOs and CTOs in healthcare, BFSI, and manufacturing.
See: Appendix E – Influencer Profiles
Final Takeaway
Unisys doesn’t need to reinvent its core offering. It needs to retell its story. By shifting perception, aligning messaging with modern capabilities, and meeting mid-market buyers where they are, Unisys can dramatically grow its influence and lead pipeline.
This project taught me the importance of data-driven storytelling, audience clarity, and aligning strategic recommendations with measurable impact — all critical skills for a digital strategist today.
Let’s connect! If you’re working on B2B brand strategy or digital transformation and want to collaborate, reach out to me via LinkedIn or explore more of my work on mansikamboj.com
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