SELECT CASE STUDIES
More case studies in additional business categories are available upon request
THOUGHT LEADERSHIP EVENT LEVERAGING TARGETED MEDIA & INFLUENCERS
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 and house/home and landscaping influencers (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.
True Influence
THOUGHT LEADERSHIP EVENT LEVERAGING TARGETED MEDIA & INFLUENCERS
Situation
The data and programmatic solutions company, True Influence wanted to elevate their thought leadership position and create lead generation among B2B marketing, sales and data executives.
Strategy
Developed a demand generation program that would enable the company to collect new prospect emails and nurture them through customized content, including monthly whitepapers, daily blogs, weekly webcasts and quarterly events.
Faced with the ongoing pandemic, my team and I had to capture customer attention in Zoom-weary world. So, we partnered with Meet the Boss, leveraging their interactive virtual event space.
We organized True Influence customer case studies from Honeywell and Salesforce, prepping each speaker with specific outcome talking points.
We invited industry leaders such as Brian Solis to join a panel with senior executives from ViacomCBS and Hewlett-Packard Enterprise
Selected a virtual events partner that could deliver an exciting and unique live experience. Invited data, sales and marketing leaders from ViacomCBS, and Hewlett Packard Enterprise along with customer case studies from Salesforce and Honeywell. Commissioned an exclusive Forrester report on the B2B buyer and partnered with celebrity keynote, Howie Mandel to fill out the agenda.
True Influence wanted to create a virtual Summit in January 2021 to spotlight their data solutions case studies and elevate their industry position. The target goal was 1,000 registered attendees.
Prior to the event, we teamed up with data, B2B sales and B2B marketing influencers to reach an online following of more 2.4 million through thirty-four total posts. This was supported by nearly twenty highly targeted nurture stream emails, ten blog posts, six highly targeted display ads, four LinkedIn ads, and nearly 400 organic social media posts in the ten weeks leading up the the event.
The event was followed by strategic and ongoing media relations in targeted B2B marketing, sales and data outlets as well as influencers/ambassador content.
Success
3,200 registered attendees. All marketing activities were tracked via custom UTM codes, showing that the influencers drove 643 registrations, blog posts delivered 318 registrations; organic social media posts delivered 656 registrations; email campaigns saw an open rate of 36.95%, with a click-through-rate of 28.72% and delivered 1,134 registrations and pre-event media coverage delivered 123 registrations with direct employee outreach delivering the final few hundred. Post-event media coverage included eleven industry-specific articles. The brand's social media following increased by more than 11% and $1.2 million in new business opportunities
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
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Developed a business blog that quickly exceeded target unique visitor and time-spent goals – including a 21.8% open rate when distributed via newsletter.
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Secured thought leadership content in key financial service trade publications, including ABA Banking Journal and American Banker.
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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.
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More than four hundred million media mentions and an 11% increase in depositors.
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
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Developed a business blog that quickly exceeded target unique visitor and time-spent goals – including a 21.8% open rate when distributed via newsletter.
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Secured thought leadership content in key financial service trade publications, including ABA Banking Journal and American Banker.
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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.
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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.
