Case Studies

eMA-web-04Client Description: Mid-Size B2B Trade Show Organizer and Magazine Publisher

Challenge
How can we affordably expand and improve our digital presence to increase the value of our company?

Situation
With a limited digital strategy, limited digital presence and limited digital products/services in market, our client’s strategic plan called for developing and monetizing the digital channel to drive new revenue, improve event marketing and increase buyer and seller interaction, yearlong.

Engagement
We worked closely with the CEO and the executive team to review their strategic growth objectives. Assessments were conducted and gap analyses developed to zero in on areas of strength and weakness, highlight the competitive landscape and identify market opportunities. We worked in concert with the senior leadership team to develop new digital products based on best practice monetization strategies and implementation plans. The internal organizational structure was reviewed and a new digital team was formed from the existing staff. Gaps in the digital team were identified and new staff and skill requirements were recommended and implemented. Operational infrastructure and work flow processes were reconfigured to support the new digital goals.

Result
eMediaAdvantage created, developed and trained a digital team comprised almost entirely from existing staff. New job descriptions were developed and, where required, new personnel added to fill the gaps. Business plans, technology requirement gatherings and work flow processes were revamped to improve speed-to-market and expedite the new digital direction and new revenue generation. Websites were developed and relaunched to drive new sources of revenue reliant on their new 24/7/365 robust market presence. Results included the development of greater digital expertise among the existing staff; strong, repeatable process for rapid, agile deployment of new sites and online opportunities; and new digital revenues were created by the existing brand units.


 

Client Description: Large, Integrated B2B Media Organization

Challenge
How can we expand our penetration into, and better engage, our market communities while not increasing our expenses?

Situation
As a result of a merger and new investment partners, our client’s executive team was charged with transforming the corporation from a silo-based B2B media company to a full-service, multi-channel business information company dedicated to serving the needs of varying and distinct market communities.

Engagement
Our client recognized that their audience operational and marketing efforts were no longer aligned with the strategic objectives of the company. The team was struggling to make the progress required due to the diversity, size and scale of their markets’ portfolio. In order to identify and address the barriers hampering the transition, we conducted a comprehensive review of audience development activities across the company’s multiple, distinct and unrelated market segments. We analyzed the audience infrastructure, operations and their audience marketing approach. We identified and inventoried all the proprietary information repositories storing audience data, highlighted redundant processes, areas where marketing practices could be improved and provided recommendations on better use of the investment allocated to audience development.

Result
Roadblocks and hurdles where uncovered and our gap analyses identified the areas no longer in synch with the new direction. Customer-driven marketing recommendations to improve community penetration were provided along with new organizational structure options. Our financial analyses highlighted the best use of resources to more effectively penetrate and engage their market communities…across all product platforms and channels. A new organizational model was instituted that included new positions required to fill gaps and new workflow processes were developed to support the new direction.

The audience team was transformed from a back-office operational function to a marketing-driven function. Insight and clearly defined benchmarks now form the basis for marketing and the operational investments required to achieve their goals. Customer acquisition and retention improved by relying on integrated audience data and focused, targeted marketing strategies are now in place.

This new approach provided transparency for all levels of the organization and internal communication and company-wide, organizational support and alignment has been achieved. The strategies and plans created allowed decisions to be made quickly and delivered immediate positive results over the short term while providing a solid foundation for growth over the longer term.


 

Client Description: Mid-Size B2B Integrated Media Organization

Challenge
How do we accelerate our transition from magazine-centric audience development, get a better handle on our audience assets, and position our company as a multi-channel business information provider?

Situation
The company is focusing its growth on developing non-advertising based information products for the markets it serves. Their audience technology platform, operational processes and marketing practices were not structured or aligned to contribute to their new objectives.

Engagement
We provided comprehensive gap analyses and the ensuing strategies and plans required to realign this important area with the new corporate objectives. A new audience development technology platform was sourced and implemented. The new platform allows the organization to seamlessly integrate its traditional print magazine audience maintenance, fulfillment and audit requirements with its non-magazine products, provides integrated email marketing capabilities and a powerful integrated database and analytic capabilities. We also spearheaded audience research to provide feedback from the audience customer base on their information needs, their preferred sources and their satisfaction with those sources.

Result
Our engagement has evolved over time and we now provide ongoing outsourced audience development services. New retention, engagement and acquisition campaigns have been developed utilizing the new technology platform. Insights derived from the integrated audience database now inform ways to improve inbound and outbound marketing and cross-product engagement. Reductions in operational and marketing expenses have been achieved and response rates have increased. New insights have been created and shared on customer acquisition, retention and engagement through monitoring and mining the integrated audience customer profiles and their transactional activity. Audience data is now a key driver for new product development while helping to improve the current portfolio of products and services.


 

Client Description: Small, B2B Media Organization

Challenge
How can we improve our digital products, services and marketing capabilities and build revenue by improving online engagement and interactivity?

Situation
The company’s premier brand was undertaking a major website upgrade to improve its market presence and drive new revenue. The internal teams were not collaborating as a unified team and the project was running behind schedule. Site usage and engagement was not being address as part of the launch plan.

Engagement
We helped our client realize that once the relaunch strategy was honed it would require a heightened emphasis on attracting new customers and engaging their existing users and customers. This was a critical area due to the new and improved value proposition they were offering their commercial client base. We worked in concert with the marketing, editorial and web development teams to create a more robust digital experience based on understanding their market and their site users. We created site metrics to serve as benchmarks to gauge progress against plan to ensure the strategy was delivering the anticipated results.

Result
The site launched on-time and on-budget and within three months traffic and engagement performance exceeded the project benchmarks. The internal groups are now collaborating and working as an integrated team and they continue to iterate to improve site performance and usage. Buyer-seller interaction has improved and new sources of revenue are being realized as a result of the new site strategy and improved audience usage and engagement.