Congratulations to our client, Sanborn Head, for winning second place in SMPS Boston’s Awards for Marketing Communications and Marketing Achievements in the Brand Awareness Campaign category.
Learn more about Sanborn Head’s Solid Waste Thought Leadership Campaign below. Clockwork is proud to support Sanborn Head’s marketing initiatives as their website partner.
Creative Brief
When you see that your website’s average position for “how to prevent landfill leachate” is #1 in Google Search Console, it is clear you have struck a nerve with your target audience.
Armed with the knowledge that facility owners and operators were actively searching for their expertise and guidance, Sanborn Head developed an educational content series to engage with this audience and build brand awareness. The thought leadership campaign covers best practices for the design, construction, and operations of solid waste facilities. It features discussions on technical topics such as emerging contaminants and regulatory environment changes.
The initial thought leadership and digital promotional campaign included:
- 3 virtual webinars (and subsequent recordings) on the website
- 1 article on the website
- 3 sponsored marketing emails to an industry-specific email list
- 9 firm marketing emails
- 12 LinkedIn posts
Measurable results illustrate a highly targeted and effective campaign:
- Exceeded expectations in collecting new leads via webinar registration, webinar recording requests, and white paper requests
- A strategic sponsored content placement increased audience reach, brand awareness, and lead generation
- Significantly increased website traffic to key pages, including from organic search results
- Reconnected with existing clients as a valued expert and provider of professional development hours (in partnership with RCEP)
Notably, this thought leadership content continues to produce results for the firm. Rather than producing once-and-done webinars, the webinar announcements are converted into gated content pages where visitors can provide their contact information to access the recording.
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