SELECT CASE STUDIES

More case studies in additional business categories are available upon request

THOUGHT LEADER EVENTS & MEDIA COVERAGE 

Husqvarna Outdoor

Situation

Husqvarna wanted to lead the transition for commercial and consumer landscapers from gas-powered lawn and forestry equipment to robotics and battery-powered tools, which required demonstrating the professional power of battery products as well as the industry benefits and customer demand.

 

Strategy

Because there was a perception that battery products are not as powerful as gas-powered tools, an event was developed to enable targeted media (B2B and B2C) to personally use the battery and robotics products. A case study from a commercial landscaper who had already transitioned his entire fleet to battery and robotics was presented.

 

Prior to the event, a survey of consumers and commercial landscapers and arborists across North America revealed consumers would pay more for landscapers who use battery products and other statistics demonstrated demand. 

The event was followed by strategic and ongoing media relations in targeted CLG trade, technology and green industry outlets as well as influencers/ambassador content.

Success

 855 million media impressions and more than 20 million social media impressions, establishing the company as the category leader in battery and robotics.

FINANCIAL SERVICES THOUGHT LEADERSHIP

Union Savings Bank

Situation

Establish thought leadership and drive deposits for this progressive 23-branch Connecticut-based mutual bank while honoring USB’s 150-year history.

 

Strategy

Create and promote content that shows target business customers how USB helps them compete and create a community-based approach to drive deposits.

 

Success

  • Developed a business blog that quickly exceeded target unique visitor and time-spent goals – including a 21.8% open rate when distributed via newsletter.

  • Secured thought leadership content in key financial service trade publications, including ABA Banking Journal and American Banker.

  • Generated consistent regional and local coverage for key bank initiatives and community engagement as well as new-generation tools and services, such as geo-blocked credit cards and Future Track, USB's retirement planning bundle. 

  • More than four hundred million media mentions and an 11% increase in depositors.

Equifax Automotive

THOUGHT LEADERSHIP THROUGH CONTENT

Situation

Equifax wanted to demonstrate its category leadership in subprime automotive loans and drive new customers for its automotive dealer and F&I products. 

Strategy

Convert Equifax's industry research into a white paper detailing the trends and forecasting for the subprime automotive market and promote the white paper through webinars, bylined articles and media coverage. 

Success

A combined effort of content, including a white paper and bylined articles with proactive media pitching for Equifax Automotive delivered more than one million white paper downloads and 200 million media impressions.

Kimberly Clarke Professional

B2B CONTENT PROCESS DEVELOPMENT

Situation

Establish thought leadership and drive deposits for this progressive 23-branch Connecticut-based mutual bank while honoring USB’s 150-year history.

 

Strategy

Create and promote content that shows target business customers how USB helps them compete and create a community-based approach to drive deposits.

 

Successes

  • Developed a business blog that quickly exceeded target unique visitor and time-spent goals – including a 21.8% open rate when distributed via newsletter.

  • Secured thought leadership content in key financial service trade publications, including ABA Banking Journal and American Banker.

  • Generated consistent regional and local coverage for key bank initiatives and community engagement as well as new-generation tools and services, such as geo-blocked credit cards and Future Track, USB's retirement planning bundle. 

  • More than four hundred million media mentions and an 11% increase in depositors.

 

© 2019 Jennifer Jones-Mitchell

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