Crown Records Management
Overview
Crown Records Management had evolved its product portfolio to include a wider range of digital tool and services, however it had a low media profile and low awareness of its new capabilities. The company asked Midnight to help change this.
Campaign objectives
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Raise awareness for the brand as a leader in information management
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Educate market about its suite of digital tools and services
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Support ambition to grow client base in key industry sectors
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Help the sales people sell and the marketeers market!
Our approach
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Designed multi-faceted PR and thought-leadership campaign, focusing on digital data issues.
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Crafted commissioned research project to poll the views of IT decision makers across key industries on a range of major data-related issues.
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Developed a series of data-driven press releases announcing the findings over a 12-month period.
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Pitched and secured dozens of authored articles on the findings,
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Conceived and ghost-wrote whitepapers to delve into the research findings and act as collateral for the sales team
Results
- Delivered vital business intelligence – a barometer of industry views across eight sectors
- Generated coverage in c. 100 business and sector titles
- Provided the basis for two white papers – compelling ‘door openers’ for the sales and marketing teams
- Inspired a webinar attended by hundreds of IT professionals, with the associated benefits of post-event data capture
- Enhanced client’s SEO performance, to record levels
- Generated outstanding anecdotal feedback from clients.
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