Posts Tagged sem optimized press releases

By Tom Polanski, EVP, eBrand Media and eBrand Interactive 

I came across the case study below in our library while researching a project and thought it might be of interest.  We’ve tested the guidelines given and have found them to be most effective.   

CHALLENGE
Trevor Schoerie faced a major marketing hurdle: His two-year-old company needed to establish his brand in a niche market segment with a limited number of prospects.

Schoerie’s firm, PharmOut, specializes in Good Manufacturing Practice (GMP) compliance and validation for pharmaceutical companies in Australia, New Zealand and South Africa. The market has fewer than 100 potential customers, and the nature of regulatory-compliance consulting makes brand reputation and credibility especially important.

“Picking up the phone to call them is not effective,” Schoerie says. “If we can build up our brand, our reputation and our credibility, then when companies want services they can go out and find a provider. We needed to proactively present our brand.”

Schoerie and his marketing team needed a campaign to accomplish two goals: raise awareness for their brand and establish their expertise in the field; and generate leads and prospects for their in-house marketing list.

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