The client’s main challenge was to create credible content that could be used as a lead generation magnet and be iterated to power PR, social and paid media activity. The business needed valid survey data from both customers and non-customers. Campaign required a strong report, launch plan and supporting content ecosystem. Create new opportunities for the specialist sales team.

A customer and non-customer survey was designed to generate credible data. The full report copy was then written and supported by a marketing communications plan, including a press launch, feature articles, social media posts, a webinar, solus emails and paid activity.

The campaign delivered strong media visibility, combining editorial credibility with broadcast reach. 500+ report downloads. New opportunity pipeline created for the specialist sales team.