Citypress

arvato Open Outsourcing campaign

When business outsourcing provider, arvato, wanted to become the go-to source for thought leadership within its sector, we developed a media channel they could own and use to communicate with key influencers within the UK industry.

The challenge

Despite being a multi-billion pound industry employing thousands of people in the UK, outsourcing lacks even a single dedicated national business journalist.

The opportunity for our client was to position itself as the leading source of insight and analysis on the complex themes and issues within the industry. The challenge was to do it in a way that appeals to a broad audience of businesses and organisations which may procure one of its wide range of services — from financial services to supply chain solutions and public sector services.

The results

Produced more than 1,000 copies of the Open Outsourcing report distributed to media, arvato clients and new business leads.

More than 230 reports downloaded (as of 1st June 2014) from a dedicated micro-site following a combined national press and social media launch.

Generated 40 individual pieces of media including Yahoo! Finance, The Municipal Journal, Procurement Leaders, Local Government News and Computer Weekly.

Featured in the National Outsourcing Association’s (NOA) best practice guide on relationship management for 2013. And the project won the 2013 NOA Award for Best Contribution to the Reputation of Outsourcing.

Achieved 1,634 unique visits to arvato.co.uk/open-outsourcing between the report’s launch in October 2013 and June 2014 and 233 downloads to date.

The work

Designed and developed the Open Outsourcing report, distilling the complex strategic themes and issues within outsourcing into easily understood client outcomes and filling a void in media commentary and online debate.

Generating interview-led case studies with blue-chip corporates such as Toshiba and Deloitte.

Independently commissioned research to generate content for the report and a strong editorial news hook to support PR activity.

Launched the report via a multi-channel PR and marketing campaign, with a focus on securing high-value editorial features and opinion pieces across arvato’s core media in local government, IT, outsourcing, procurement and general business media.

Arvato — open outsourcing campaign. Man with headset and Outsourcing report
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