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Business Situation

In a widening field of both new competitors and those emerging from dormancy, one company needed to establish itself as a thought leader and differentiate itself by explaining to clients and prospects how it had evolved into a provider of a broader set of sales and marketing services than customers realized.

Strategy

A targeted brand awareness and positioning campaign was developed to help shift audience perceptions. Maximum reach and response would be attained through a multi-channel strategy of print, microsites and banner advertising to clients and prospects.

The seven-tier printed marketing campaign each featuring an "innovator" was created to re-educate target audiences on the value of outsourcing. From brightly colored translucent envelopes to a large square mailer with a pull-tab, the mail campaign was designed to entice the recipient to open it and engage them to interact with it. In addition to the printed piece, a themed microsite was developed, including an article download to capture leads. As an added bonus, little known facts and backplot on each innovator was provided on the microsite to increase engagement with the brand.

Results

Response to the multi-channel campaign was positive:

• Survey metrics showed 96% of the target audience understood the new positioning
• In the first month, the microsite saw nearly 20 times the number of requests of the next most-visited directory
• While not primarily a lead generation campaign, it did result in a USD$12 million opportunity for the company.