Looking back, looking forward: a new year and new energy
What a way to start 2019! Success from the past 12 months – and a little downtime over the holiday – has invigorated the Arketi team as we kick off the new year. We can’t wait to keep the momentum going – in fact we haven’t – as we build new and existing relationships and anticipate future success together.
In 2018, we helped our clients accelerate growth and generate revenue by securing media coverage, building websites, developing brands, and so much more. Each assignment drove us to learn more, to expand our offerings and to experiment with new ideas. So, here’s a highlight of last year’s successes, along with our thoughts on some of this year’s marketing trends. We hope you find something to help inspire your 2019!
What we learned: Data’s power in the B2B world can’t be emphasized enough.
How we learned: During National Cybersecurity Awareness Month (October), Arketi helped financial services powerhouse First Data examine consumer attitudes toward cybersecurity and online fraud. We gathered data through a smart online survey, then presented the findings in a sophisticated, interactive infographic. Strategic outreach to the media then paid off in extensive coverage, including The Wall Street Journal. This campaign won a Public Relations Society of America (PRSA) Phoenix award and a Technology Association of Georgia (TAG) Marketing award for Best Integrated Campaign of the Year.
What we learned: Webinars wow prospects and remain a top marketing tool.
How we learned: To drive awareness and engagement around Iron Mountain’s ongoing educational efforts highlighting information management and governance, Arketi developed a four-part webinar series. A multi-channel campaign encouraged almost 500 prospects to register for the first webcast alone, generating a sales pipeline of $124,000 in potential revenue. This campaign also won a PRSA Phoenix award.
What we learned: Measure search performance by traffic, not just clicks and conversions.
How we learned: To improve its visibility in the healthcare vertical, risk management leader Riskonnect charged Arketi with elevating its search rankings. An intensive SEO effort resulted in the company dominating Google’s first page for 26 key search terms and drove 12 percent of all site traffic, also improving lead flow. This search campaign was recognized with a PRSA Phoenix award.
What we learned: Amidst new competition, established brands must knock louder on the media’s door.
How we learned: With new competitors emerging in the risk management market, Riskonnect tapped Arketi to develop and execute a media relations strategy that would establish lasting relationships with key channels, including Forbes and American Express Open Forum. The result? A stream of articles positioning Riskconnect as the risk management information system leader – and a Phoenix award.
What we learned: Your reach can be immense when you start local and small.
How we learned: Arketi developed a thought leadership platform to generate awareness for Cox Business in the internet provider’s local markets – while also being relevant to national media. At the heart was research: the Cox Business Consumer Sentiment survey. Extensive media coverage including The Washington Post and Newsday helped the survey findings reach 61 million people in just the first month.
What we learned: Shout out your brand story for stellar engagement with new launches.
How we learned: One of the world’s largest pulp and paper companies also has one of the most complex supply chains. When Georgia-Pacific decided to launch its supply chain innovation center, it selected Arketi to name the center, develop the brand, and launch an integrated communications campaign. In just 8 weeks, the campaign for Point A helped recruit 13 partners and secured widespread coverage in trade and local media.
What we learned: Less can be more when creating a brand.
How we learned: Arketi developed new brands for FinTech Atlanta, the coalition working to cement Atlanta as the recognized global capital of financial technology, and for TAG’s flagship annual event, The Summit. The crisp, minimal designs create two distinctive identities, giving each initiative a powerful, revamped presence in the market. Both the new brands were recognized with 2018 Muse Creative Awards.
One 2019 Core down, and 11 to go! And we always welcome your feedback. See you back here soon…