An integrated communications strategy for the NFP division of Advanced has worked well to capture the attention and interest of leading charities and membership organisations, bringing alive the benefits of technology within the digital era. This encompasses messaging development, an issues-based content ‘journey’, media and influencer relations as well as roundtable events aligned to new business.
Firework was tasked to raise awareness of and credibility around Advanced and its proven technology solutions within the not-for-profit sector encompassing charities and membership organisations. With a wealth of customers, it wanted to demonstrate its success with leading brands.
Firework worked closely with the Advanced team to create compelling messaging supported by proof points to illustrate how the solutions ensured customers could face the future successfully – using technology to embrace change in the digital era. A content marketing campaign was developed to produce thought-leadership issues-based commentary on provocative research-based facts alongside creative customer stories. These were developed to drive content, including blogs, press releases, white papers and trends reports, for all channels – social media, company website, media and industry bodies, newsletters & e-marketing campaigns, as well as directly at roundtable events with prospects.
Consistent results have been achieved in the media, as well as accelerated sales pipeline conversion. Through our successful partnership, Advanced has gained the confidence to take considered risks to stimulate debate both directly with target audiences at events as well as via thought-provoking communications. Where activity hasn’t worked, we have together adapted our integrated approach to test out new ideas. Advanced is now a recognised industry commentator on issues pertinent to the sector.
"Firework’s passion and understanding of both our business and sector has helped shaped our communications, creating thought provoking ideas and content that resonates with our target audiences. They are an extension to my team and I trust them to deliver the results we need."Sally Scott, Chief Marketing Officer, Advanced
"Firework has helped us to build a compelling story and create conversations with our prospects. The roundtable debates have secured excellence attendance and positive feedback. Firework has become an extension of the NFP marketing team and has undoubtedly played an important part in helping us succeed in this sector."John Buckley, Marketing Manager, Advanced (NFP)