Making the brand experience engineers famous in vertical markets
Brand experience agency Rufus Leonard creates transformational brand experiences for some of the UK’s leading brands including Lloyds Banking Group, British Gas, BBC and Royal Mail.
Having led the field for 30 years, the agency had an impressive track record of both outstanding work and expertise, however this was not being communicated to it audiences. Rufus wanted to raise awareness of its work and offering among its target audiences to position the company as an expert and drive new business.
Key audiences were identified including marketing and customer experience, technology and IT and key verticals: utilities, finance and transport. The breadth of expertise within the agency was utilised to create a thought-leadership campaign combined with strong calls to action.
This thought leadership content in the form of bylined content and blogs was placed with key industry media, and tailored to make it specific for each vertical sector to reach senior decision makers. This involved including industry relevant stats and providing solutions and advice to the pain points relevant to that specific industry. Repurposing and amplifying content across different vertical sectors in this way not only increased reach, but also ensured maximum ROI from each piece of content.
In a six month period we increased share of voice by 100%, reaching an audience of over 5.5million targeting CTOs, CMOs and CIOs.
Critically, the strategy was closely aligned with Rufus’ business development team to ensure all activity supported their new business efforts. Coverage generated has been proven to secure result in new leads and lead conversion to clients.