GMT selected Arketi Group to develop and execute an aggressive PR campaign that would position GMT as a thought leader in workforce management and human capital management.
- Media relations
A leading provider of workforce management and performance optimization solutions, GMT (now part of Verint) enables companies to improve customer service and sales while decreasing labor expenses. Deployed in contact centers, branch offices or back office departments, GMT’s products combine precision forecasting and intelligent scheduling with analytics and performance management tools to deliver a rapid return-on-investment.
GMT charged Arketi Group to deleop a campaign with three key objectives
- increase brand awareness, particularly in the U.S. and U.K.
- increase case study-related interviews; and
- generate more frequent, in-depth media coverage in key vertical markets, specifically banks/credit unions and contact centers.
To increase news flow and awareness of GMT, Arketi constructed a news release/social media release pipeline to draft and distribute at least two news releases per month.
As part of its PR strategy, Arketi proactively pitched editorial opportunities in each vertical and reactively pitched media angles based on industry trends, news and events to gain thought leadership placements. Arketi also launched a Twitter page for GMT; posted tweets on recent media hits and industry trends; and recruited key analysts, journalists, and bloggers as followers.
After building name recognition in GMT’s key markets, Arketi worked with GMT to design and execute a PR thought leadership platform that included case studies, byline articles, tradeshow appointments, media tours and speaking engagements.
GMT’s case study series highlighted GMT Planet’s impact on customers such as BB&T, Golfsmith and Elevations Credit Union. Arketi wrote news releases on the case studies and pitched strategic trade and business media in advance of distribution.
In addition to case studies, Arketi pitched byline article ideas to leading trade publications in each vertical. Once secured, Arketi wrote bylined articles, stemming from white paper content by the GMT executive team.
To position GMT as the voice of WFM in the U.K., Arketi aggressively pitched tradeshow appointments and desk side briefings to U.K. trade media, introducing the CEO (a U.K. native) as an expert source.
After conducting research with publications and key industry associations in the U.S. and U.K., Arketi pitched speaking opportunities and crafted speaking proposals on vertical-specific topics, following a client brainstorming session.
Over the course of the one-year campaign, Arketi secured 140 media placements, reaching 8.5 million with a cost-per-contact of $0.007. It included coverage in U.S. Banker, Chief Executive Magazine, Forbes.com and InfoWorld.
This media relations effort netted:
- 56 feature articles – exceeding our objective by 466 percent,
- 13 feature articles – exceeding our objective by 325 percent, and
- Nine bylined articles – exceeding our objective by 225 percent.
Arketi also executed two U.K. media tours, landing appointments with the BBC and Call Centre Europe. And the team secured two speaking appearances for GMT. Most impressively, GMT was able to track 11 qualified leads directly back to public relations activities.
Arketi and GMT earned the following recognition:
- Phoenix Award from the Public Relations Society of America
- Kevin Hegebarth, vice president of marketing for GMT, was selected as a finalist for the Technology Association of Georgia's Technology Marketer of the Year Award