Park Place Rebrands On Heels Of Announcing Disruptive AI Partnership With BMC

Park Place Technologies has finalized an extensive branding overhaul meant to reflect its position as a category leader in the third-party maintenance (TPM) space.

Built around punchy messaging and distinctive ad design, the marketing refresh aims to highlight Park Place's experienced engineering talent and commitment to mitigating data center downtime under the new tagline, "All About Uptime." Bright coloring and boldface typography are employed throughout as a means of distinguishing the brand from more widely-used IT industry ad patterns. Here's an example:

"We wanted to have a look and a brand that was ownable and distinct," Chief Marketing Officer Jennifer Deutsch told CRN. "We're spotlighting our incredible talent, and we're trying to create a cool factor around third-party maintenance. It's a campaign that really helps position us as a well-oiled machine."

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[Related: Park Place Unveils Intelligent Data Center Monitoring Platform Powered By BMC TrueSight]

The rebrand fittingly comes on the heels of a pivotal 2017 for the Cleveland-based data center specialist, No. 208 on the CRN Solution Provider 500.

In June, Deutsch was hired to help establish Park Place as a global brand in data center maintenance. Her arrival was followed by the biggest acquisition in company history – fellow TPM provider NCE Group – and the December launch of ParkView, a machine data tracking platform integrated with BMC's TrueSight AIOps management software.

Deutsch said ParkView, which leverages machine learning to analyze and identify hardware performance issues in real-time, has a 100 percent customer proposal acceptance rate since the formal announcement. A number of Park Place's solution provider partners as well as clients are looking for any meaningful way to break into artificial intelligence, she added.

"[ParkView] has become the major differentiator for us. None of our competition is doing machine learning," she said. "If it takes them a year-and-a-half to get there after us, we will have had that much more data and information. We have yet to have a customer that we've presented ParkView to that has not taken it on."

Park Place's marketing push also comes as the solution provider is working to continue integrating a slew of recent acquisitions, many of which involved maintenance providers with strong international footprints. The most recent deal came just last week, when Park Place bought Singapore-based Axentel Technologies for an undisclosed amount.

As the company continues to invest in Asia, Park Place is also showing a willingness to commit personnel and resources to the newly-tapped market. Two seasoned Park Place executives – Jeff Romagni and Ian Shearer – are set to begin new roles as senior director and managing director of the APAC region, respectively.

"It gives us a much deeper penetration into Asia," Deutsch said of the Axentel deal. "We are permanently relocating employees into new markets to ensure success."

In all, Park Place has acquired seven different companies since it was purchased by private equity firm GTCR in November 2015. A hunger for growth has led the company here, and now, it will seek to solidify its status under the banner of new-look marketing.

"We're looking and acting like the category leaders we are," Deutsch said.