The Syllabus:
Riveron is a business advisory firm specializing in accounting, finance, technology and operations. Wanting to go to market as an integrated firm under a unified brand, Riveron launched a cross-functional rebrand initiative and multi-faceted marketing campaign. The scope of the rebranding effort included conducting a comprehensive national brand research project, determining the go-forward brand, developing a new brand platform and consolidating the digital footprint.
Lesson Plan:
The objective of the campaign was to build brand awareness toward the acquired brand service ecosystem and geographies. The integrated campaign included announcing the intent to unify several months ahead of the go-live date via a press release, websites, social channels and acquired company email signatures. The content included a campaign page and corresponding home page banner, video, organic and paid search and social, a comprehensive employee brand book, new templates, updated collateral, a milestone perspective article, sales assets and an extended digital and print advertising campaign.
Report Card:
Since the campaign launch:
- 35 digital and print ads across 10+ outlets yielded 950+ sessions on the website
- 6% increase in the average monthly website page views since the campaign launch; page traffic spiked to a company-record high during the first month
- 7,400+ views of the campaign landing page with an average time on page of 1:17
- 45 contact us form submissions and 14 newsletter opt-ins from campaign page traffic
- 940K+ impressions on LinkedIn and 630+ clicks
- 390K+ impressions and 9K clicks from Google Search ads
- 10,500 total newsletter recipients with an average open rate of 22% and click-thru rate of 11%
- 100+ pieces of marketing collateral updated with new templates, branding and messaging
Report Card:
Since the campaign launch:
- 35 digital and print ads across 10+ outlets yielded 950+ sessions on the website
- 6% increase in the average monthly website page views since the campaign launch; page traffic spiked to a company-record high during the first month
- 7,400+ views of the campaign landing page with an average time on page of 1:17
- 45 contact us form submissions and 14 newsletter opt-ins from campaign page traffic
- 940K+ impressions on LinkedIn and 630+ clicks
- 390K+ impressions and 9K clicks from Google Search ads
- 10,500 total newsletter recipients with an average open rate of 22% and click-thru rate of 11%
- 100+ pieces of marketing collateral updated with new templates, branding and messaging
