Best Consulting Integrated Ad Campaign

For FranklinCovey’s 2019 First-Level Leader campaign, we set out to promote FranklinCovey as a trusted business advisor to organizations facing the challenge of developing their first-level leaders to effectively engage their teams, coach potential, provide and receive feedback, and to ultimately positively impact the bottom line. Using new qualitative research and existing award-winning intellectual property, we created valuable resources for our target audience that included research studies, video series, webcasts, blogs, infographics, and other visually appealing forms of media. Our audience was the HR/L&D manager and above and was further narrowed to key decision makers in organizations that matched a company profile that was extrapolated from our current clients. Our ultimate goal for this campaign was to generate sales accepted leads by offering valuable research-based content that solves immediate problems our customers are facing and to also raise awareness of the work that FranklinCovey is doing. We achieved this goal by leveraging email automation, social media marketing, paid advertising, organic web traffic, and our own employees, to attract our target audience to our funnel, to provide them with valuable resources, educate them on how we can provide an excellent service and ultimately schedule face-to-face meetings with them and our sales associates.

Contributors:

Vice President, Marketing:	Matt Murdoch
Sr. Director, Marketing Automation:	Jennifer Coons
Director, Marketing:	Todd Musig
Director, Events & Client Faciliation:	Jimmy McDermott
Creative Director, Marketing:	Michael Elwell
Digital Creative Manager:	Bryan Holbrook
Social Media Manager:	Jon Lofgren
Marketing Automation Manager:	Emma DeClue
National Database Manager:	Jason Nguyen
Vice President, Consulting:	Leena Rinne

FRANKLINCOVEY

Location: United States