Thought Leadership Campaign for a Management Consulting Firm

Situation: The CEO of a management consulting firm wanted to expand the firm’s reputation through a new marketing initiative. Their team included industry professionals with decades of experience and deep industry knowledge. They needed a way to share their expertise with potential customers in order to build relationships and grow their business. They asked PNW Partners to facilitate, design and implement a Thought Leadership marketing campaign as a subset of their overall marketing and promotions program. 

Process: We facilitated a two day Thought Leadership meeting with the CEO and executive team to ensure common understanding of the Thought Leadership objectives and goals, in order to align the campaign with our client’s organizational strategy, value proposition and marketing plan. Working with the team we developed our client’s Knowledge Taxonomy—a hierarchy of targeting, organizing, and viewing both the vertical and functional market segments they served and their areas of expertise. We developed a structured Thought Leadership plan for providing their clients with the highly interesting and valuable content. As part of the Thought Leadership campaign we defined targeted audiences, developed topics and published blogs, articles, presentations and white papers. Importantly, we developed metrics and reported monthly analytics to inform direction, value and investment decisions.