Go from Anonymity to Thought Leader at the Click of a Mouse™ – and Leave Your Competitors in the Dust

“Marx Communications is expert at what they do and pushed us in ways that make us better. They very quickly understood our message and have been able to effectively boost our awareness and thought leadership. They leveraged their expertise to tell our story effectively across multiple traditional and social media outlets. I would highly recommend them for any company needing to grow its thought leadership.”

 

Julie Terling
Associate Vice President, Marketing, Aubrey Daniels International (ADI)

 

Case Study: Aubrey Daniels International

Industry: Leadership Consultancy
Company: Established 1978
Audience: Primarily Fortune 500 companies


How do you catapult an established but under-recognized consulting firm to a higher level of visibility in the likes of Bloomberg BusinessWeek, Fast Company and American Banker?


Challenges
  • Generate awareness quickly for a venerable but low-profile, established consulting firm in a competitive market
  • With little hard news and a virtual institute and books as resources, attract ongoing attention from general business media and outlets covering key industry or vertical sectors (e.g., banking, safety and human resources)
  • Create a steady flow of compelling story lines and messages

Solutions
  • Use institute launch and book publication, as well as external news and trends, to showcase client’s distinctive, innovative approach and success
  • Position company and its namesake founder and other leaders as experts with smart, contrarian insights on improving business performance
  • Use a multifaceted, multichannel strategy of message development, media targeting and outreach, content development and event promotion -- spanning print, digital, broadcast and social media

Results
  • Secured 40 media placements in 14 months, averaging about 3 per month, including coverage in Bloomberg Businessweek, Fast Company, Chief Executive, SmartBlog on Leadership, American Banker, Professional Safety, Human Resource Executive and Talent Management
  • Interviews with media including The Wall Street Journal
  • A surge in social media presence (e.g., with LinkedIn posts for company founder producing 500 new contacts in a 1.5-month period alone and one post generating nearly 36,000 views)
  • Thousands of additional website visits, including traffic from many potential customers

 

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