We were approached with a brief to deliver tactical communications activity to position Intequal as a thought leader within apprenticeships and training provision, specifically within the company’s core sector markets of technology, IT and digital marketing.
The brief encompassed establishing a brand voice for Intequal and positioning the company as a leading expert in apprenticeships. The activity also focused on demonstrating the expertise and credentials of senior members of the leadership team through media engagement and by enhancing their social media presence.
To target core audiences, we helped Intequal to establish a core media outreach strategy. By building a thorough database of relevant media contacts we were able to carry out a targeted media outreach programme which focused on securing long-lead thought leadership coverage. All of this content was guided by current industry topics as well as insight gained through interviewing with senior leaders within Intequal and leading industry experts.
Alongside proactive outreach, we also took a reactive approach through frequent media monitoring and by sharing news focused press releases about Intequal activity to both local business and industry press.
To help senior team members to utilise LinkedIn as a way of building both their own professional standing and the wider reputation of the brand we ran bespoke training sessions. A team workshop focused on providing a group of senior team leaders with a thorough understanding of how to use LinkedIn and advice on how to drive business leads through the platform. A follow up executive coaching session provided one-to-one guidance to the managing director, offering advice on how to communicate with the business community as a thought and industry leader via LinkedIn.
The media outreach programme was effective in establishing in relationships with a range of key media titles across Intequal’s target vertical markets.
By conducting guided interviews with Intequal team members, its partners, and industry experts, we were able to develop three pieces of topical long-form content which secured thought leadership coverage in key industry titles including a three-page, hero piece in the Training Journal. The creation and distribution of reactive press releases also secured coverage in local and business media.
Tailored training workshops with senior members of the Intequal team resulted in the increased use of the platform by both the marketing team and senior leaders to help build brand recognition and drive business, with this platform now one of the top sources of inbound leads for the organisation.
Dawn Curnyn, Marketing Communications Manager at Intequal, said:
“Working with Rachel, Matt, Alana and the team at spottydog over the past year has been a real pleasure. We’ve enjoyed our monthly meetings discussing ideas around our media approach and help us develop and plan our strategy. As a specialist independent digital training provider, we regularly achieve some fantastic results with our customers, both learners and employers.
“Thanks to spottydog and the team we are developing our voice to shout about our successes, grow our brand profile, and reach more businesses and individuals with best practice advice and support.
“Thanks to Alissa, our LinkedIn sales and marketing training successfully kicked off our relationship with spottydog and the majority of our leads now come through social selling interactions.”