BROOKE’S PORTFOLIO
Establishing the Brand’s Thought Leadership
Many years back, Robotic Process Automation (RPA) was the new kid on the block. Like Blockchain, the name itself didn’t do much to educate the business world on what its purpose was. And the vendors weren’t doing it any favors either.
RPA is the eventual progress for a company that focuses on digital transformation through core business system innovation. It was problematic that we had to educate our typical client or prospect at the same time we were expecting to generate revenue from the new service line.
The flip side? If we establish ourselves as a first-mover in the field as thought leaders, we would be the trusted go-to source when budgets were granted.
+ The Campaign
I proposed a catchy event to center all the omnichannel efforts around – RPA Day.
It would be a hybrid event (this is before Covid!) featuring executives that have already championed success around RPA.
The goal was to make the technology accessible, easy to understand, and unintimidating. Essentially, I wanted our viewers to think, “Hey, they’re just like us!”
+ The Channels
This was a multi-pronged campaign. It was a Growth Marketing strategy to attract new logos seeking RPA solutions. Lifecycle Marketing strategies were also deployed, to keep our current customers engaged with our brand and increase their Customer Lifetime Value.
The event would feature 4 panelists alongside one of our Managing Directors as moderator. They came from medium to enterprise businesses, and one was an established author on business automation.
The event itself was the anchor for the full campaign – the real value was in the ability to leverage this significant event through other channels.
We invited guests to come in person or watch our livestream on YouTube, LinkedIn or Facebook.
RPA Day
+ The campaign continues…
The day following the event was when we really realized the valuable content we had. To build long-term credibility and thought leadership in this space, we had to extract everything we could from RPA Day.
We went back to those channels listed above and did it all over again, for months to come. We created sound bites, key takeaways, short videos, long-form videos and quotes.
The key was not just to constantly use the same message, but to reframe the conversation around the different business outcomes, challenges and pain points. It was as if we had an entirely new bag of content each time we published.
+ The Outcome
A few notable achievements that can be quantified from our efforts:
It was an ambitious effort for such a small team. I enjoyed building an entire initiative around one single event…. not so much the logistics of making the event happen. It was our first livestream so it went as smoothly as can be expected, but the real success was in how we drained every little bit out of this effort as possible!
RE-USE & RECYCLE!