Creative Word :: Freelance Writing Services of Cynthia Edwards

Case Study | Targetbase 

Case Studies

Motorola
Targetbase

A total communications program is born

Problem

When I started work at my last job—corporate communications manager of a mid-sized direct marketing agency—the president told me ruefully, “Our company is the best-kept secret in the industry!” 

Audience

Potential clients for Targetbase -- B2C marketers in the US with substantial direct marketing budgets. 

Solution

In order to solve this issue of the company's relative anonymity, I created a communications plan that was based on targeting the right audiences with messages that would make the company name memorable and trusted. 

I implemented a strategic awareness campaign that targeted 7,000 senior B2C marketers, plus industry analysts and media influencers. Under my leadership new corporate and marketing communications were written and designed to promote awareness, consideration and trial of agency services. 

The holistic campaign included both traditional and new media approaches designed to reach the specific business audience while keeping within our budget. I implemented e-marketing (Web, Webinars, e-mail), a quarterly eight-page thought leadership newsletter, executive speaker placement, articles in industry publications, building media relations, and managing the corporate brand in all lines of media. 

Results

Within two years, 75% of all RFPs were coming from companies receiving these communications. Also, after its first year, the campaign won the Gold MarCom Award.
 

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