Acendre engaged W2 Communications to develop its messaging and PR as well as articulate its marketing experience and expertise to support its presence and growth in the U.S. market, with a focus on the federal government.
Customer
Provider of secure, cloud-based talent management software
Offices in three continents, the company’s solutions are deployed in over 200 organizations around the globe, including almost 100 federal agencies, helping these organizations recruit, engage, retain and develop their employees to improve workforce performance
Engaged with W2 Communications in 2013
Challenge
Sought messaging, PR and marketing experience and expertise to support its presence and growth in the U.S. market, with a focus on the federal government
Needed a complete messaging platform that spoke specifically to the U.S. federal government and its talent management needs, focusing on HR leaders and Chief Human Capital Officers (CHCOs)
Required a detailed communications campaign to launch and tell its story in the U.S., including web content, media relations, social media and event support
Journey
W2 Communications embedded itself within Acendre’s executive and sales teams to fully understand corporate strategy and product offerings
Conducted in-depth research on competitors, U.S. talent management market and federal government HR pain points in order to create powerful, differentiating messaging (including meetings with employees and leaders in the federal talent management space)
Solution
Creation of a clear, distinctive messaging platform for the U.S. federal government talent management market that could be used across all communications activities
Development of a comprehensive communications program that leveraged PR, writing, events and social media to launch Acendre into the U.S. federal market
Implementation
Created website content of the company’s U.S. federal government page
Created whitepapers and collateral to support sales initiatives and marketing campaigns
Conducted aggressive launch campaign and media tour in the Washington, D.C. market
Created on-going/sustained media activity with targeted outlets including federal government, local and talent management/HR publications
Engaged in an aggressive awards program to achieve visibility and validation in a tight-knit market
Results
With a strong launch in the U.S. and sustained flow of media and content activities, Acendre successfully hit the U.S. market with a solid, differentiating message that got the notice of media and prospects
Established Acendre’s executives as industry thought leaders and resources for multiple reporters and secured ongoing content contribution opportunities with federal and talent management publications
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