Campaign: Innovation Recession

Recessions are an opportunity, not just a threat.  This full-funnel campaign aimed to demonstrate that businesses have options to capitalize on a downturn.  It focused on a series of planning strategies to help organizations address each phase of a recession.  Key elements included quarterly C-Suite Pulse surveys, a downturn planning playbook and custom insights provided by key thought leaders including economists and practice leaders.

Recessions are an opportunity, not just a threat.  This full-funnel campaign aimed to demonstrate that businesses have options to capitalize on a downturn.  It focused on a series of planning strategies to help organizations address each phase of a recession.  Key elements included quarterly C-Suite Pulse surveys, a downturn planning playbook and custom insights provided by key thought leaders including economists and practice leaders.

As businesses plan to innovate their way through a downturn. Respondents representing companies with revenues between $250 million and $3.5 billion answered a wide range of questions about when they anticipate a recession, how they are preparing for it, and how they will respond once it arrives.

Campaign Objective:
To execute a full-funnel marketing campaign helping Client Program businesses prepare for and seize advantage in a downturn. 

Target Audience:
Client Program C-suite & board

Funnel Alignment:
Full Funnel

Content Assets:

• Downturn Ready Playbook
• C-Suite Quarterly Pulse Surveys
• Webinar
• Article series

Activation Channels:

• Website
• Organic and Paid Social
• Ecomms
• PR
• NACD Conference

Campaign Performance:

The campaign performed well, with both reach and engagement metrics exceeding benchmarks across all channels.  965 leads were generated of which 40% belonged to Client Program audience (20% above goal).

Value to the Business:
Total won opportunities impacted: $1,000,000
Total Client Program won opportunities: $500,000