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

  • Raise awareness for the brand as a leader in information management

  • Educate market about its suite of digital tools and services

  • Support ambition to grow client base in key industry sectors

  • Help the sales people sell and the marketeers market!

Crown Records Management case study

Our approach

  • Designed multi-faceted PR and thought-leadership campaign, focusing on digital data issues.

  • Crafted commissioned research project to poll the views of IT decision makers across key industries on a range of major data-related issues.

  • Developed a series of data-driven press releases announcing the findings over a 12-month period.

  • Pitched and secured dozens of authored articles on the findings,

  • Conceived and ghost-wrote whitepapers to delve into the research findings and act as collateral for the sales team

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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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