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Acendre

Acendre

Case Study

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

Contact Us

The professionals at W2 Communications welcome the opportunity to learn more about your project and discuss the many ways we can help you succeed.

Inquire Here

Locations

Virginia
8200 Greensboro Dr #1450
McLean, VA 22102
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(703) 218-3555

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