Using a Campaign Microsite Presence to Establish Industry Thought Leadership
NEW YORK, Oct. 14, 2013 /PRNewswire/ With the speed of information increasing exponentially on a daily, if not hourly, basis, companies looking to reposition themselves are faced with the dilemma of getting accurate and engaging content into the right hands. The "information overload" phenomenon is a challenge for marketers and communicators looking to cut through the noise and get to the heart of the matter: providing new and relevant content to the correct audience. 1
In a new case study, PR Newswire analyzes how Sodexo increased the scope of its thought leadership beyond the food service industry by using PR Newswire's ARC, a branded campaign microsite. Well-known for the annual "Workplace Trends Report," the Sodexo PR and Marketing teams formed a united front to achieve their goals through the ARC's content curation and targeted distribution capabilities. Ultimately, by using the ARC to showcase highly valuable, multimedia content, Sodexo successfully positioned itself as an authority in the quality of daily life sector.
To view the case study: http://prn.to/sodexoARC
"I think the ARC is a great tool for combining your marketing and public relations efforts. If you have similar goals in marketing and public relations for pushing out different pieces of content, the ARC is a very good tool for the collaboration of those departments in achieving the same goals," said Stacey Bowman-Hade, Director of Public Relations at Sodexo.
The Sodexo team had several objectives for its campaign this year, ranging from traditional ROI and content delivery, to operating as an external resource and authority for both clients and media, and the ARC allowed them to deliver on all fronts.
"The ARC allows Sodexo to distribute content to targeted audiences in a very clear and concise way to enter the conversations at a higher level and at a level for productive conversation," noted Kevin Rettle, Director of Marketing for Sodexo.
The ARC has paid off for Sodexo in unexpected ways, as well. The sales force made use of the ARC as a "mobile app" to share original content and provide a context for Sodexo's industry position while out in the field.