The Innovative Leader Advertising Proposal
The Brief To provide a campaign that drives business card leads using previously
shown assets, including field and white paper reports. Workday wish to position themselves as thought leaders of innovative Cloud based HR tecnology. Workday wish to target UK only, HR managers and above excluding public and government sectors. Workday are open to alternative suggestions if appropriate. The campaign is to run through Q2&3 from May - October 2015.
The Big Idea A fully integrated multi-platform B2B media campaign and product trials utilised to deliver Workday’s core messages. The campaign will harness client testimonials, event sponsorship, high impact display, native and branded content to create a strong relationship with key leads.
Lead Generation
Digital Display
Bi-Weekly Email e-Newsletters (May -Oct 2015) Our B2B community members opt-in to receive regular email updates, which hold high-value content and are always well-received. With over 189K members exclsuively advertising in our email bulletins will support lead generation for Workday, whilst building relationships, and thought leadership positioning or as part of our integrated campaign.
Although not true to the brief or ultising existing assets supplied, I strongly advise digital display. This can be used to generate mass awareness amoung our target demo, whilst also showcasing the pratical applications of the product through pre rolls, or interactive zones.
Quarterly Whitepaper Reports (July & Oct 2015) By hosting this high-value content on tailored landing pages we will deliver quality leads through capturing data, aswell as taking ownership for the HR tech space. The Workdays bespoke landing pages will also allow the client to develop bespoke content aimed at our members. Monthly Targeted Native (May -Oct 2015) With its trusted editorial communitty a native article campaign will add additional reach and volume to the proposal. Plus allowing Workday to capture data.
HPTO (May -Oct 2015) This is a high impact ad package which will create high exposure across the Sift portfolio. Combining rich media ads, standard ads with a site skin image where we have the opportunity to utilise existing Workday video and ad resources. Channel/Keyword Roadblocks (May -Oct 2015) To ensure ownership of the technology space on HR & Training Zone we propose keyword roadblocks. I also propose roadlblocks against competative searches such as ‘wearable technology’ etc. Estimated Cost £36,000.
EE Awards 2016 Sponsorship (June 2015)
The Employee Engagement Awards (EE Awards), are the UK’s most exclusive and prestigious event honoring excellence in employee engagement. The EE Awards celebrate the game changing, forward-thinking companies that are doing things differently to create an engaging and rewarding working environment and drive company performance. Sponsoring this event will position Workday amoung leading names and innovators in the industry, plus supporting the Workdays application for identifying, developing and retaining talent. Workday can expect to recieve; • • • • • • • •
Exclusive event sponsorship/branding Data capture from awards Exclusive roundtable event Bespoke branded content Pre & Post event marketing Naming rights for awards Social Media & website coverage Editorial coverage
£30,000.
Branded Content We work closely with clients to identify, create and surface content that supports campaign objectives. By hosting this high-value content we are able to deliver quality leads that provide a great return on investment. Bespoke Landing Page/Hub (May -Oct 2015) Utlising exisitng resources including white paper reports this will be a promotional channel on HR & Training Zone websites dedicated to Workday. The sites will host sponsored editorial content, plus host more in depth tutorials and pratical advise from the Workday team. Video Content & Brand Ambassadors (Oct 2015) Through our communitty channels we will be looking to work with leading business figures to produce a series of market research videos. Working in collaberation Workday and Sift will allow a leading HR manager/CEO/Director to trial their systems. From here we will create a series of video reports cast over our socail media/hub feeds. They’re aim is to demonstrate the praticalities, produce product testimonials, and importantly gain market traction for the client. Quarterly Whitepaper Reports (July & Oct 2015) By hosting this high-value content on tailored landing pages we will deliver quality leads through capturing data, aswell as taking ownership for the HR tech space. The Workdays bespoke landing pages will also allow the client to develop bespoke content aimed at our members. £20,000.
Client Journey Plan May June July August September October
Bespoke Landing Page/Hub Bi-Weekly Email e-Newsletters Digital Display & Channel/Keyword Roadblocks Monthly Targeted Native EE Awards Coverage Video Testimonials Whitepaper Report Social Media Coverage Total Campaign Value: ÂŁ86,000