CASE STUDY: Phase Change Software

Written By Andrea Holt

The Challenge:  

During the pandemic, a nationwide shortage of COBOL developers made headlines as unemployment systems built on legacy code failed under unprecedented demand. Phase Change Software’s COBOL Colleague offered a unique, compelling solution by helping developers safely and efficiently navigate and modify mission-critical code, allowing teams to focus on high-value work while minimizing risk. This technology is a big deal, but its highly technical nature made the product difficult for both media and potential customers to grasp.

The Work

We translated COBOL Colleague’s sophisticated capabilities into clear, accessible messaging that demonstrated its real-world value and relevance within the broader AI and legacy modernization narrative.

  • Reframed the industry conversation from a “COBOL skills shortage” to an application knowledge problem, differentiating Phase Change’s approach.

  • Developed press-ready messaging designed to resonate with reporters and conducted targeted research to identify the most relevant journalists for pitching.

  • Drove education around how AI can safely support developers working in complex, mission-critical systems.

  • Amplified visibility through clear, concise website messaging and accessible thought leadership content that translated highly technical concepts for broader audiences.

  • Leveraged reactive newsjacking and timely pitching to insert Phase Change into active media conversations around AI and infrastructure resilience

  • Positioned Steve Brothers, President of Phase Change Software, as a credible thought leader on AI, developer productivity and legacy system modernization.

The Results

  • Secured regular earned media placements across top-tier technology and government outlets, including TechRadar Pro, TechChannel, GovTech, BetaNews, Built In, CIO Dive and Nextgov.

  • Reached an online readership of 55.7M with an estimated 77.2K views and 172 social shares.

  • Earned coverage on high-authority domains (average DA: 71), reinforcing credibility and trust in the market.

This campaign was led by Vigilante PR Chief Mastermind Andrea Holt as part of her work before founding Vigilante PR.

Andrea Holt
Previous

CASE STUDY: 10G Challenge