Raising the profile of a new business division with content
Over 25 years in the AV industry, Anna Valley has built a reputation for digital spectaculars - providing the audio-visual technology and services behind television shows, broadcast studios and corporate events. In 2015 the company launched a new business division to expand their AV installation customer base to include corporate, DOOH and sports sectors. When Little Cricket was contracted to provide public relations and marketing support for the group, part of their remit was to raise the profile of this new business division.
As Anna Valley had no previous projects or existing contracts to publicise, and no history in these verticals, Little Cricket’s plan focussed instead on using a content marketing campaign to highlight the expertise and experience within the newly hired team, initially targeting the corporate market. Over a period of twelve months, Little Cricket worked with the integration experts at Anna Valley to create and share a series of blog posts designed to inform and inspire corporate AV and IT managers responsible for installations in corporate receptions, auditoriums and meeting rooms across the country. This content was organically shared via the company’s social platforms and online forums and successfully pitched to relevant trade magazines for publication.
Finally, the blogs were collated with additional, unpublished content into the “Comprehensive Guide to Corporate AV” e-book which was distributed as part of a cross-channel lead-generation campaign that included organic and promoted social posts, digital advertising, PR and marketing automation – all created and managed by the Little Cricket team.
The results
This campaign successfully established Anna Valley in the corporate market, raising the profile of the integration department and generating an engaged list of leads for the sales team to develop further. Specific metrics achieved for Anna Valley’s integration department over the course of the 12-month campaign include:
331% increase in web traffic
480% increase in social traffic
214 downloads of the e-book at a cost of <£10 per lead
“Candice offers an incredible service as an external marketing consultant for this new business division within our company, her enthusiasm is second to none, from a few simple quotes and comments she produces really high quality and brilliantly scripted content that is both accurate and, importantly, engaging for our client base. She offers a very professional service, always to budget and she always makes the time to go above and beyond. ”
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